Green Daily

If I was creating a celebrity product line for Brad Pitt, I'd make sure his name and face are plastered on every square inch of the bottle -- inside in out. Apparently, that wasn't strategy that Kiehl's brought to the table when it teamed up with the superstar on a new body wash. They didn't use a single Brad Pitt image or even give it a fancy name like Stalker by Brad.

Instead, what makes Kiehl's Aloe Vera Body Cleanser unique is that that the stuff is 100% Cradle to Cradle certified -- along with the fact that all the proceeds go to a charity that promotes global initiatives that "minimize impact on the environment through thoughtful design." In other words: Brad's doing it for free. Nice.

Instead of being a celebrity spokesperson for Kiehl's, Pitt is actually more like the product designer. Teaming up with 'sustainability prophet' William McDonough, Brad was able to concoct a completely biodegradable formula free of synthetic goop like parabens, sodium lauryl sulfate, and dyes -- all in a post-consumer recycled plastic bottle. The concept is called 'total beauty,' and McDonough puts it like this: "how can something be considered beautiful, if it's destroying the planet?"

[via PerezHilton]