Carrying Kiehl’s Legacy into the 21st Century
Brand
Kiehl’s
Role
Market Research
Retail Audit
Brand Strategy
Creative Direction
Team
MPS Branding
About Kiehl’s
Founded in 1851 in Manhattan’s East Village, Kiehl’s homeopathic apothecary quickly became a cornerstone of the New York neighborhood community. From its humble beginnings of musk oil and herbal remedies to a global skincare and cosmetics company, the Kiehl’s brand has been cherished for over 170 years. Originally made famous for its scientific foundations, simple yet stylish packaging, and generous sampling policies, Kiehl’s has always been dedicated to excellent customer service and unique and interactive in-store experiences. Kiehl’s rapid growth can be largely attributed to the Morse family - who ran the company for just under 80 years and played a pivotal role in the brand’s personality and eccentric and quirky character. In 2000, the family-owned business was acquired by L’Oréal, growing on to live into the 21st century.
Challenge
In its early years, the Kiehl’s brand reached cult status without overt attempts to woo publicists or journalists; Kiehl’s was featured in trendy magazines, found in posh Manhattan hotels, and even spotted on the arm of New York’s favorite celebrities. Kiehl’s didn’t chase the cool, the cool chased them.
Now, in 2021, the cool no longer chases Kiehl’s. New brands in the beauty industry are launching every year and the concept of beauty and health are constantly shifting. With evolving market dynamics, Kiehl’s needs to increase its relevance to enable the brand to resonate with a wider audience and make its way back into the zeitgeist.
Insight
Kiehl’s store experience and ability to successfully target men are key in differentiating the brand from competitors. Aaron Morse, the first to introduce Kiehl’s to men, revolutionized the brand’s approach: appealing to men through motorcycle and airplane displays. Men now make up 39% of Kiehl’s sales.
→ Strategic Significance: Kiehl’s has been a cult hit among men - a demographic often overlooked by the skincare industry. How can Kiehl’s leverage this to expand its offerings?
Strategy
Kiehl’s needs to be brought back into alignment with their core values and neighborhood apothecary roots, making them once again relevant in culture and in the industry. Our Strategy is inspired by Kiehl’s early years and derived from one of Aaron Morse’s favourite sayings: “It’s better to make a friend than a sale.”
Kiehl’s has the opportunity to deepen their customer-friendships through a multi-sensory brand activation.
To underscore the better a friend than a sale strategy, we suggest Kiehl’s create a space for people to gather, socialize, and take care of themselves – outside of the traditional retail space.
Zen and the Art of Motorcycle Maintenance meet the Art of Self-Care at Kiehl’s new bathhouse – ‘Morse by Kiehl’s’. This male-inclusive experience leans into Kiehl’s early efforts of appealing to men; by creating associations to heavy machinery and freedom of the open road, first explored by Aaron Morse in his stores, Kiehl’s can create an experience beyond their products.
Kiehl’s Bathhouse awaits.
This presentation was pitched to the School of Visual Arts’ Masters in Branding Legacy Brand class in December 2021.