What better way to draw attention to your brand’s signature skeleton, Mr. Bones, than by having 13 celebrities and artists create their own versions of the (real) set of bones? Kiehl’s has partnered with Zach Galifianakis, Alicia Keys, Padma Lakshmi, and even fashion industry black sheep Terry Richardson, among others, to design skeletons to be displayed beginning June 2 in freestanding, New York-area Kiehl’s stores.
Besides publicizing the original Mr. Bones, an actual human skeleton used by the company’s 19th century founders to educate patrons on various ailments and the Kiehl’s treatments to match, this new initiative features a charitable component and a way for shoppers to get involved. In honor of the new creations, Kiehl’s is giving $200,000 to various charities chosen by their 13 skeleton-designing partners. The figures themselves will also be auctioned off, with the proceeds likewise being donated.
Meanwhile, curious fans can learn more on Kiehl’s Facebook page — and create their own custom skeletons (post the image to the Facebook gallery to be entered to win $1000 to spend at Kiehl’s). Those who take an in-store photo with any of the celeb-designed bones and tweet the image to @KiehlsNYC, with the hashtags #MrBones and #KiehlsGives, will be entered to win a $500 gift card. With incentives like that, who wouldn’t want to explore the more morbid depths of their creative side?