MADE BETTER, MAKE LEGACY
Grammy-winning singer and Kiehl’s Made Be er pa ner John Legend steps up with the brand’s pla orm to make the world a be er place
KIEHL’S MADE BETTER is a brand new platform, established just last year to connect Kiehl’s ongoing efforts in sustainability ‒ through formulation, packaging, manufacturing and recycling and philanthropic commitments, with the aspirations of Kiehl’s customers in an authentic and differentiated way.
Since 1851, Kiehl’s has been dedicated to using more sustainably sourced and naturally derived ingredients, responsible packaging and manufacturing, and lending a hand to community causes.
Today, 36% of Kiehl’s formulas contain at least one sustainably sourced raw material, and by 2020, the brand is committed to include: at least one sustainably sourced raw material in at least 50% of its formulas; at least three natural or natural origin raw materials in at least 98% of its formulas; and at least 30% post-consumer recycled materials in 100% of its saleable products packaging.
“We are constantly evolving and improving because we believe our patrons, communities, and planet deserve products that are Made Better,” says Cheryl Vitali, Kiehl’s General Manager Worldwide. “This mission has always been our north star at Kiehl’s. Better is where we began in 1851, but better has no end.”
Together with Kiehl’s Made Better partner John Legend, Kiehl’s reintroduces its bestselling Rare Earth ‒ but made better. The new Kiehl’s Made Better x John Legend Limited Edition Rare Earth Mask features the customer favourite Rare Earth formula, clinically proven to reduce the skin’s surface oil production by 46.7%, which purifies to minimise pores, refine skin texture, and remove surface impurities and excess sebum.
In support of the Kiehl’s Made Better platform, the limited edition jar is made of
30% post-consumer recycled plastic, and the label from a blend of repurposed coffee bean bag fibre and post-consumer waste ‒ both designed by John Legend. Proceeds from the fairly traded Amazonian White Clay product will go to benefit environmental charities across the globe.
With a social campaign accompanying the launch of the limited edition mask, Kiehl’s and John Legend challenge customers to help make the world a better place in the 10 minutes it takes for the mask to dry. Using the hashtag #Better10, there’s a lot of good one can do for the world in 10 minutes: making sure you’re recycling, donating to local environmental charities, or finding a locally sourced market to shop at.
What are some of your favourite ways to do good in the world?
I fight for justice for disadvantaged communities when it comes to education, criminal justice and voting rights. I do what I can to contribute to and support organisations whose mission is to make our world cleaner, safer and fairer for all people.
What’s fuelling your passion for a be er world?
I want to leave a better place for my kids. When I leave this world, I want to say that I did something meaningful and impactful in and for the world.
How are you commi ing to making the world a healthier place?
Well for starters, I teamed up with Kiehl’s on the Made Better initiative. We created a limited edition of the Rare Earth Mask, which features fairly traded Amazonian White
Clay in a jar made with less plastic. Most importantly, proceeds from the product will support environmental causes all around the world. Everyone can find personal ways to make the world healthier, but we also need to act collectively to face the existential challenge of climate change.
What kinds of environmental causes are most impo ant to you?
Climate change is the existential crisis facing the planet. We need our governments to take major actions to reverse and/or mitigate its effects. Clean water is also critical and affects the health and life expectancy of so many people.
What inspired you to pa ner with Kiehl’s on their Made Be er program?
Kiehl’s has been making wonderful products for years, and I’m glad they’re making a real effort to make products more responsibly and sustainably. Every organisation and individual needs to think about ways to contribute to a healthier world.
What made you pick Rare Ea h Mask for this collaboration with Kiehl’s?
We wanted to select a product that already has a cult following behind it, and loved by both women and men. In addition to loving the formula itself, (nothing has ever made my skin feel so clean!), I was also really inspired by the story behind the main ingredient of the mask formula: the Amazonian White Clay is fairly traded and collected by local families near the Amazonian River in Northern Brazil. Also, through a long-term partnership, Kiehl’s provides economic support to the community.
How would you explain sustainability to your daughter Luna?
Luna knows the word ‘recycling’ already! There’s a recycling bin right next to our trash can and she knows certain things go in the recycling bin, so people can use them again. You’ve teamed up with Kiehl’s to invite people to share their favourite ways to make the world a better place in only 10 minutes with #Better10.
What’s your favourite way to do be er in 10 minutes?
Every day we make decisions about where we shop and what we buy. How about doing that more responsibly? Like, shopping at a locallysourced market, cooking more and eating out less, watching our plastic and packaging consumption and using more renewable energy.
What does a world made be er look like to you?
A world made better is a world that is more peaceful, more loving, more just and more sustainable. If each of us can make a difference in only 10 minutes, imagine what we could achieve in 10 days, 10 months, or even 10 years. AM
“THE NEW KIEHL’S MADE BETTER X JOHN LEGEND LIMITED EDITION RARE EARTH MASK FEATURES THE CUSTOMER FAVOURITE RARE EARTH FORMULA”