Kiehl's Gives 2016 - "Working Towards A Better Earth"
One thing for sure is that Kiehl's is committed to make the Earth a better place to live in. It's longstanding mission is to preserve and protect the environment. In conjunction with this year's campaign, "Working Towards A Better Earth", a campaign dedicated to the mission of a better environment through education and activation, Kiehl's also introduces the "new generation" of the Kiehl's Kiehl's Rare Earth Pore Minizmizing Collection to commemorate it. Let me just quickly talk about the Kiehl's Rare Earth Pore Minizmizing Collection and then get back to the campaign.
Kiehl's Rare Earth Pore Minizmizing Collection is made with fairly traded Amazonian White Clay which is found at the basin of Brazil's Amazonian River on Marajo Island. The "new generation" of its iconic Rare Earth skincare formulations include - Rare Earth Pore Daily Cleanser, Rare Earth Pore Refining Tonic, Rare Earth Pore Minimizing Lotion and Rare Earth Pore Cleansing Masque, which comes in a limited edition packaging. The key ingredient of Amazonian White Clay is known to remove dirt, toxins, excess oil and dead cell that can clog skin and result in enlarged pores. This "magic earth" has been used by Brazilian Indians to protect themselves against skin problems, insect bites and snake poison.
Kiehl's strive to ensure that they create viable and fair trade agreements with local farmers and producers to protect and enhance the future of the community. Kiehl's is proud to responsibly source Amzonian White Clay through a fair-trade partnership that helps provide economic support to the local community on Marajo Island. Through this relationship, Kiehl's can also learn more about the traditions and benefits regarding this special ingredient.
So back to the campaign, to kick off the initiative, Kiehl's launched www.abetterearth.com.my. Designed around the element of "play", the interactive website is created with the primary objective of education and activation. Kiehl's also rolled out the on-ground one-of-a-kind "Interactive Recycling Machine" for cans and plastic bottles to complement the digital initiative.
The website is structured around the "Kiehl's Every-Tree", a central feature of the entire campaign. The Every-Tree is a representation of all trees that stand to benefit from eco-friendly efforts of the public as a collective. Each action taken digitally and on-ground at the recycling machne will contribute towards the growth of the Kiehl's Every Tree.
The website houses a carbon footprint calculator that presents tips to reducing the size of a carbon footprint , educational quick-fire games, Kiehl's eco-responsibility and commitments, and information on the location of the recycling machine. The recycling machine features a can crusher and a shredder for plastic bottles that is powered by a bicycle. Comissioned by Kiehl's, the recycling machine was created by the social enterprise Biji-Biji unitlising both new and reclaimed parts.
The machine is available to the public at Mid Valley from 6-12 June, Sunway Pyramid from 9-19 June, 1 Utama from 16-26 June and Bangsar Village from 12-24 June. All collected recyclables will be melted down and remade into other goods by Biji-Biji. The "new generation" iconic Rare Earth skincare range is already available in all Kiehl's outlets.