Good PR: Kiehls and Brad Pitt team up for Charity

Want to groom like Brad Pitt? It’s ok, we all do. Well now the mega movie star, philanthropist, and father of six has teamed up with Kiehl’s to create the brand’s first 100% eco-friendly product. Kiehl’s Aloe Vera Biodegradable Liquid Body Cleanser hit stores back in October and is set to be a permanent addition to the brand’s renowned line of products. One hundred percent of the proceeds from sales of the body wash will go towards JPF Eco Systems, a new non-profit launched by Pitt and Kiehl’s.

Brad is one of several stars, like Natalie Portman, who are taking a new direction in celebrity endorsements. Instead of using their famous faces just to sell designer clothing or their own perfume lines, these stars are raising awareness that eco-friendly products can also be stylish. What’s more, is that neither Mr. Pitt nor Kiehl’s profits from the arrangement giving greater credibility to both brands and more effectively bringing awareness to a cause both parties lobby for regularly. 

Brad will not be featured in any ads for the product, but he did write a note that appears on the label. 100% of the profits will go to JPF Eco Systems, a green charity Brad created with Kiehls. WWD estimates that through this initiative, over $1 million will go towards supporting ecologically friendly projects around the globe.

Brad’s handwritten note reads: Kiehl’s formulated this product to minimize the impact we have on our environment. All proceeds will go to benefit green initiatives around the globe.

Commenting on the lack of print advertisements bearing Pitt’s famous face, Kiehl’s senior VP of Global Marketing, Roberta Weiss, told WWD, “Brad is not a face, he’s a partner. We shared a vision, to support this new way of thinking – being more eco-intelligent.”

Of course, Kiehl’s might sell a lot more if there were ads featuring Brad in the shower sudsing up with the cleanser.