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.

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