L’Oreal Brandstorm | Kiehl’s
Kiehl’s is an American cosmetics brand owned by the L’Oreal Group which specializes in producing skin care from natural ingredients. Originating from a New York pharmacy founded in 1851, Kiehl’s is distinguished for its unorthodox marketing approach, exceptionally large male clientele base, and its products’ simple and straightforward packaging.
Challenge
Come up with a new product range in the Kiehl’s Men’s collection and develop an international multi-channel strategy in order to recruit and retain male customers and increase brand awareness for Kiehl’s. The strategy needed to be oriented to both local and global markets.
Solution
The new product range consisted of a Beard Grower spray, an Anti-Callus cream, and an Anti-Swelling cream. The product launch was accompanied by a communication campaign “City Pirates”. The full-cycle communication strategy included a product launch event, online and in-store activities, PR and SMM, a loyalty program, a branded TV show as well as viral and guerrilla marketing activities.
Guerrilla Marketing
For increasing brand recognition and attracting prospective customers, a hologram of the brand’s mascot is placed above the river during the nighttime. Another guerrilla promotion includes placing treasure chests with invitations to the store around the city.
Product Launch Event
A launch of the new product range is held at the event called Kiehl’s Manliness Cruise which takes place on a branded ship sailing on the river. The invited guests include Kiehl’s customers, brand ambassadors, and bloggers. The event is organized in partnership with Captain Morgan.
BTL Promos
The communication strategy also included a series of BTL promos, such as in-store promotional activities, social media contests, trade show participation, and philanthropic programs.
The work on the project included:
– Market Research on Men’s Grooming in the Czech Republic
– Full-Cycle Marketing Strategy Development – PR, Online and In-Store Activities, Guerrilla Marketing, Events, Loyalty Program, CSR
– New Product Range Development
– Detailed Planning of Promotional Events
– Print and Digital Advertising Design
– Collaboration with McCann, an International Advertising Agency