The event: In advance of Earth Day, which is April 22, Kiehl’s USA threw a celebration to introduce the company’s limited edition collection of Rare Earth Deep Pore Cleansing Masque with labels designed by actors and party co-hosts Ashley Judd and Anthony Mackie.
Net proceeds from sales of the collection are earmarked for Recycle Across America, and during the party on April 7 Kiehl's President Chris Salgardo presented a $50,000 check to the organization’s executive director, Mitch Hedlund.
The scene: Party-goers piled into the company’s Santa Monica boutique, accompanied by the driving beat of DJ Zen Freeman’s music. Amid the counters and shelves of skin care products, servers passed hors d’oeuvres. Between conversations, Judd stole a few quick glances at the NCAA championship basketball game playing on a screen inside the storeroom – her alma mater’s team, the Kentucky Wildcats, versus the eventually victorious UConn Huskies.
Judd said she incorporated thoughts of a rainforest canopy, jungle in the Congo and Paris metro sign resembling a woman’s profile into her green-themed label design, saying, “We must have green within our urban spaces. I know that I feel stifled if I don’t have some kind of green retreat within a cityscape.”
Mackie’s label design represented water. “The reality is that water is the most important thing to us,” he said.
He also recalled that he paid for sporting equipment as a child by collecting cans and bottles. “I’ve been recycling my whole life,” he said.
The crowd: Gilles Marini of “Switched at Birth” and Teddy Sears of “Masters of Sex” said they came straight from their sets, joining, among others, Jennie Garth of “Beverly Hills, 90210,” Tamera Mowry-Housley of “Sister, Sister,” George Newbern of “Scandal,” Tricia Helfer of “Killer Women,” Zoe Lister-Jones of “Friends With Better Lives,” Jason Kennedy of “E! News” and photographer Laurie Lynn Stark.
More numbers: Thanks to environmentally-aware customers returning empties, Salgardo said Kiehl’s has already recycled more than 1.5 million bottles since 2009. In ceremonies, he confirmed the company’s goal of recycling 2 million bottles by year’s end.
Quote of note: “At Keihl’s we’ve always said Earth Day is every day,” said Salgardo, “but the environment is everybody’s responsibility. I’ve always believed that we don’t have to worry about the planet. The planet is going to be just fine. We, however, won’t be fine if we don’t start to think about our resources.”
Ellen Olivier is founder of Society News LA.