In honor of Earth Day 2012, Kiehl's has released a set of four limited edition Rare Earth Deep Pore Cleansing Masks featuring labels designed by celebrity partners Florence Welch, Mark Ruffalo, Spike Lee and Rosario Dawson. The Kiehl's Earth Day Edition Skincare Mask promotion sees 100% of the brand's net profits from the product go toward Recycle Across America, a non-profit organization dedicated to making recycling simpler and more effective through the introduction of national standardized labels for recycling bins.
The skincare mask is made from fairly traded white clay found in Brazil's Amazon River. The uniquely designed labels showcase a quirky aspect of each of the celebs and are available to order online or in stores in the US.
Why This Trend Is Growing
- Celebrity-endorsed Ethical Products
- The success of Kiehl's celebrity-branded ethical skincare masks presents a disruptive innovation opportunity for the cosmetics industry to leverage influencer culture and ethical practices.
- Eco-friendly Products
- Kiehl's Earth Day Edition Skincare Mask promotion highlights the importance of sustainability which presents an opportunity for innovative packaging and environment-friendly processes in the cosmetics industry.
- Charitable Collaborations
- The successful collaboration between Kiehl's and Recycle Across America demonstrates that charitable collaborations can serve as a disruptive innovation opportunity for businesses to do social good while driving sales.
Industries Being Reshaped
- Cosmetics
- The success of Kiehl's Earth Day Edition Skincare Mask promotion suggests that ethical and eco-friendly practices can be a disruptive innovation opportunity for the cosmetics industry.
- Influencer Marketing
- Kiehl's success with the celebrity-branded skincare masks suggests an opportunity for the cosmetics industry to leverage influencer culture for ethical promotions.
- Non-profit
- Kiehl's successful collaboration with non-profit organization Recycle Across American presents a disruptive innovation opportunity for more collaborations to promote social good and sustainable practices.
