Another reason not to hate to love Brad Pitt

More good news for New Orleans: cosmetics powerhouse Kiehl’s has apparently formed a partnership with Brad Pitt called JPF Eco Systems (which is not the most memorable or descriptive of names, but Brad isn’t in the habit of calling me up at 3:00 in the morning and running these sorts of things by me). The way the partnership seems to work is that Kiehl’s identifies a product–say, a new one that needs promoting–and then dedicates 100% of that item’s profits to a charity of Pitt’s choice.

The first product in the batter’s box is Kiehl’s “Aloe Vera” Biodegradable Liquid Body Cleanser, and proceeds will benefit–you guessed it–Pitt’s Make It Right foundation, which, as we should all know by now, supports sustainable housing initiatives in New Orleans.

I’m still not sure why the partnership needs a name itself–unless “JPF” stands for “Jolie-Pitt Foundation”, and Angelina wanted her name in there somewhere, goddammit. Frankly, I think it confuses things. Also confusing: the use of scare quotes around “Aloe Vera”. Is there aloe in that bottle or not? Or did Kiehl’s just use quotation marks when they really meant to underline? Was there no English major in the room when they sent the labels to press? And on a related note: why haven’t I seen any mention if this in the local media–apart from the fact that I don’t read?

Of course, I’d be happy to drop all those contentions if only Brad and/or Angelina would come to my house to show me how to use the stuff.

1 Comment so far

  1. laurie2 on October 4th, 2008 @ 7:48 pm

    There is only one aloe vera lotion other than straight from the plant leaves-"Panama Jack’s Green Ice!"

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