Earth Day was on April 22 – as it is every year. I didn’t know it before, but Earth Day has actually been around for a long time. Started initially in 1970, the first Earth Day aimed to raise environmental awareness among Americans. Over the years, it’s grown a great deal, with this year seeing 192 countries participate in Earth Day, involving over a billion people. Canada was one of those proud countries.
Of particular interest to me every year are the promotions that pop up in time for Earth Day. For a day that is dedicated entirely to generating awareness and action towards global sustainability and environmental stewardship, it’s always ironic to see the mass flyers, posters, and ads encouraging consumers to buy more stuff, albeit stuff claimed to be “green”, at a special price on that day. A little (or a lot) counter-intuitive to the mission of the day.
This year, as I walked down the neighbourhood streets of our fair city, one particular one struck me. It struck me so much I actually stopped and took a picture of it. Although well intentioned, it took the Earth Day promotions of the years past to an entirely new level.
The company? Kiehl’s.
The promotion: a limited edition rare earth deep pore cleansing masque.
The concept is… an earthen mask for your face just in time for Earth Day. Perfect! What could be better for Earth Day than actual earth for your face? I may be going out on a limb here, but I don’t think Earth Day had anything to do with soil from the earth, outside of protecting it. That said, what does soften the blow is that all proceeds from the masque go to a not-for-profit organization focused on promoting recycling. The limited edition masques are also sold in limited edition containers produced with their own Limited Edition Art Label series.
That’s better. A little art, a little donation, and a pore cleansing earthen masque for your face.