Kiehl’s is leveraging Brad Pitt’s celebrity and philanthropic reputation in a partnership that seems fitting at a time when the environment and organic beauty are top-of-mind.

Kiehl’s will no doubt enjoy a low-cost promotional opportunity (Pitt will not be paid for his involvement) for its new Aloe Vera Biodegradable Liquid Body Cleanser due to hit shelves in October. WWD reports that 100% of its sales will benefit the JPF Eco Systems, the charitable foundation sealed by the partnership.

The foundation is meant to support global environmental initiatives that “minimize impact on the environment through thoughtful design.” Make It Right, Pitt’s Katrina-oriented organization, is the first beneficiary in line.

The Jolie-Pitt PR machine strikes again, as the People magazine featuring Brad Pitt and Angelina Jolie’s new twins, Vivienne and Knox, hits newsstands today. Reuters reported the first photos of the twins were sold for $11 million, which all went to charity. Wanna bet this issue of People will be the best-selling of the year?

TV show Entertainment Tonight has come under fire for reporting that actress Angelina Jolie gave birth to girl twins on May 30. The problem is that, as of today, the actress’ birthday, she is still pregnant! According to Lavely & Singer, a law firm representing Jolie, the actress has not yet given birth and “an impostor claiming to be the actress’s assistant misled some news organizations,” the New York Times reported. Reuters also quoted Cynthia Pett-Dante, Pitt’s LA-based talent manager, as saying, “It’s not true. It’s a rumor.”

ET pulled the article from its Web site, but has yet to issue a retraction. An executive producer for the show told the Associated Press that she wanted to “see how this story plays out” before doing so.

Would this have been avoided if Jolie and Pitt were more willing to work with publicists? Do they even really care that the media is off of their trail? They seem to be hiding out in some remote location in France anyway.