Celebrity Partners Help Kiehl's Celebrate Earth Day

NEW YORK, NY - In honor of Earth Day, Kiehl's Since 1851, the venerable New York-based purveyor of fine quality skin and hair care is proud to donate $100,000 to Recycle Across America� (RAA), a not-for-profit organization dedicated to delivering society-wide solutions that eliminate public confusion, stimulate the environmental economy and expedite progress.

For more information, visit: www.recycleacrossamerica.org.

These funds will be used to create 150,000 standardized recycling labels to offer to select K-12 schools in the United States. Extending outside Kiehl's hometown, through "Kiehl's Gives" initiatives to date, the brand has raised over $2,000,000 for environmental issues worldwide.

To commemorate the philanthropic success of Kiehl's Limited Edition Label Art series by "Friends of Kiehl's," 100% of net proceeds from the fourth Earth Day campaign will benefit Recycle Across America�.

"Recycle Across America is the ideal partner for Kiehl's 2012 Earth Day campaign. Their mission to introduce solutions that make recycling more simple, comprehensive and effective in the United States is perfectly aligned with our Recycle & Be Rewarded program. Since 2009, Kiehl's has collected 500,000 empty Kiehl's bottles from our shoppers and recycled them on their behalf, while also rewarding them with free products. It's proven that by simplifying the process, we can truly create change," said Chris Salgardo, President, Kiehl's USA.

The Limited Edition Rare Earth Deep Pore Cleansing Masque series features Earth-inspired designs by socially conscious influencers, depicting their vision of social responsibility. 2012 partners include Florence Welch, Mark Ruffalo, Rosario Dawson and Spike Lee. To support the launch, celebrity photographer Timothy White will capture each personality in his unique style.

Staying true to Kiehl's mission of supporting initiatives to preserve and protect the environment, four "Friends of Kiehl's" have created Limited Edition labels for Kiehl's Rare Earth Deep Pore Cleansing Masque, made with fairly-traded Amazonian White Clay from the Marajo Island. An ingredient found at the basin of Brazil's Amazon River, White Clay, also known as "magic earth," is an ingredient known for its skin detoxification properties.

Since its early days as a neighborhood apothecary, Kiehl's has sourced the world over to bring its customers efficacious, natural ingredients. One of its most recent discoveries, detoxifying Amazonian White Clay, was found at the basin of Brazil's Amazon River on Marajo Island. When this unique clay was studied by Kiehl's, the potential benefits of this natural ingredient for skin detoxification and minimization of pores became more clear.

Rare Earth's key ingredient, Amazonian White Clay has unique properties. Known to remove dirt, toxins, excess oil and dead cells that can clog skin and result in enlarged pores, this clay is sourced from Marajo Island, the largest island surrounded by freshest water in the world.

This special clay is gathered at the mouth of the Amazon River at the beginning of the dry season, after months of being nourished by the leaves, fruits, and seeds swept down the river from the rainforest. The natural movement of the Amazon River ultimately forms the mineral rich sediment that is deposited at the Marajo Island. In fact, Marajo Island itself actually developed as a result of the movement of the clay over the last several thousand years.

For centuries, this indigenous ingredient, also known as "magic earth", has been used by Brazilian Indians to protect themselves against skin problems, insect bites, and snake poison.

For locations of Kiehl's free-standing stores, visit: www.kiehls.com