Now you, too, can smell like Jane Goodall
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How did Jane Goodall, world’s foremost expert on chimpanzees, get her name on a new scent of deodorant coming soon to a Whole Foods near you? Just luck, really.
About two years ago, Michael Cammarata, CEO of Schmidt’s, now a unit of Unilever but then a startup, got invited to a friend’s house to meet Goodall. “I heard her speak, and I was actually in awe,” Cammarata says. “I asked her, ‘What can people do to help you?’ She said she really wanted to connect with youth and get them inspired.”
Two years later, after another meeting during a Global Citizenship conference, came Schmidt’s Lily of the Valley deodorant, co-branded with the Jane Goodall Institute, which gets 5 percent of proceeds. After initially being sold direct to Schmidt’s subscribers online, the deodorant is moving into Amazon’s Whole Foods with a temporary exclusive and in-store promotion aimed at raising awareness and funds for Goodall’s work.
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