By and  on August 18, 2008

Brad Pitt is out to shake up the beauty world by turning green into gold.

Pitt has linked up with Kiehl’s Since 1851 in a deal that is bound to be copied by numerous other beauty firms eager to capitalize on the hype of a major celebrity to boost their brands. But, unlike past celebrity launches, Pitt’s name isn’t on the bottle, he won’t appear in the ads — and the sole purpose is to raise funds for charity rather than boost the incomes of the star and the beauty firm. This is a sea change in celebrity marketing: Instead of hitching a product to a celebrity’s name, companies now are signing on to the star’s worthy cause.

To Read the Full Article

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus