Kiehl's taps John Legend for Earth Day face mask campaign
today Apr 2, 2019
John Legend has teamed up with Kiehl's Since 1851 to support the planet this Earth Day, April 22.
The singer has been tapped by the prestige skincare brand to help promote a limited-edition version of its signature ‘Rare Earth' mask, which has been dubbed the ‘Kiehl's Made Better x John Legend Limited Edition Rare Earth Deep Pore Cleansing Mask'. The skincare treatment contains fair trade ingredients and is presented in new, lower-plastic packaging designed by and signed by the Grammy Award winner.
The new version of the 50ml product features fairly traded Amazonian White Clay, as well as a top label made from a blend of repurposed coffee bean bag fiber and post-consumer waste, and a jar made of 30% post-consumer recycled plastic. The total net profits from the mask's sale in the US will be donated to the Earth Day Network's (EDN) Earth Day 2019 Clean Up, up to a maximum of $25,000. The initiative sees the EDN working with grassroots organizations throughout the month of April to roll out cleanups of green spaces, urban landscapes and waterways across the US, with the help of local communities and volunteers.
"When I leave this world, I want to say that I did something meaningful and impactful in the world," says Legend in a video posted to the Kiehl's Instagram account.
Kiehl's Made Better is a brand platform introduced last year, which focuses on the company's ongoing efforts to become more sustainable, spanning formulation, packaging, manufacturing, recycling and community commitments.
Legend is not the first famous face to work with Kiehl's -- actor Matthew McConaughey designed a limited edition facial cream for the brand to raise funds and awareness for Autism Speaks, a charity he advocates, back in 2017.
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