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Kiehl’s teams up with Brad Pitt to reinforce its green credentials and commitment to the community |
FRANCE. The L’Oréal group has revealed further details of the ground-breaking partnership between its Kiehl’s brand and Hollywood superstar Brad Pitt.
As previously reported, Kiehl’s has created a new product with Pitt, the Aloe Vera Biodegradable Liquid Body Cleanser. 100% of net profits from the formulation will benefit JPF Eco Systems, a charitable foundation created with the actor to support global environmental initiatives.
Kiehl’s Aloe Vera Biodegradable Liquid Body Cleanser will be available in those travel retail doors where Kiehl’s is already distributed from November.
The first project of JPF Eco Systems will support the efforts of Make it Right, a charity which focuses its work on minimising environmental impact through thoughtful design.
Make it Right is currently helping to fund construction of environmentally sustainable, affordable housing in New Orleans for the displaced victims of Hurricane Katrina.
The JPF Eco Systems charitable initiative is projected to raise an estimated US$1 million and be the largest in the history of Kiehl’s. Civic responsibility and a commitment to helping others has been an intrinsic part of the Kiehl’s heritage.
Over 30 years ago, long before it was considered a responsible business practice, Kiehl’s founding family expressed their commitment to the community through the Mission of Kiehl’s: “A worthwhile firm must have a purpose for its existence. Not only the everyday work-a-day purpose to earn a just profit, but beyond that, to improve in some way the quality of the community to which it is committed.”
In particular, Kiehl’s is proud to have achieved Cradle to Cradle Certified on its Aloe Vera Biodegradable Liquid Body Cleanser, a distinction that ensures it has been formulated for minimal environmental impact and maximum reuse, thus creating an “eco-effective” product.
According to Cradle to Cradle thinking, eco-effective design encourages the creation of products meant to provide the basis for something new after a product’s useful life.
The body cleanser has been formulated with the minimal number of ingredients for gentle, yet effective cleansing and conditioning of skin, Kiehl’s claims. It is made of 100% environmentally conscious, readily biodegradable ingredients, which means that the ingredients help to minimise our impact by biodegrading in the earth within 28 days.
This timing conforms to strict OECD (Organisation for Economic Co-operation and Development) guidelines on biodegradability.
The cleanser is also free of parabens, sodium lauryl sulfate, sodium laureth sulfate and dyes. It is packaged in a 100% food-grade, post consumer recycled (PCR) bottle. The plastic used for these bottles is derived from food and beverage containers retrieved in recycling programs.
“At Kiehl’s we have a tradition of creating products with a purpose,” noted Kiehl’s General Manager Worldwide Patrick Kullenberg. “The Aloe Vera Biodegradable Liquid Body Cleanser brings it one step further combining charity support with innovative eco-design.”
He added: “We are proud to partner with Brad Pitt on this initiative. To make it really meaningful we challenged ourselves to develop a Cradle to Cradle CertifiedCM beauty product. The result is a body cleanser that minimises impact to the environment and readily biodegrades in 28 days. Kiehl’s is thrilled to be the first beauty company to achieve a Cradle to Cradle SM certification for a product.
“Through JPF Eco Systems we are also honoured to partner with Brad and the Make it Right charity which implements sustainable design to build homes in New Orleans for families still displaced three years after the devastation of Hurricane Katrina.”
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