Test of Kiehl’s samples by Catherine

Hello everybody, it’s been one week that I use the samples given by Kiehl’s so today I’m gonna share my experience with you on these 3 samples that correspond to my skin.

First, let me show you again the prescription given by the saleswoman at Kiehl’s.

I have an oily skin so she recommends me three products: a cleanser, a toner and a moisturizer.

 Sources : from Kiehls' website (www.kiehls.fr)

Usually, I just use a cream for oily skin. I also clean my face once a week with a gel for oily skin and that’s it. With these two products, I was quite satisfied.

But after trying these Kiehl’s’ products I must say that I see a big gap in my face.

For the cleanser, when massaging myself and rinse it, my face and my hand was very dry, so the product like its name has cleaned every oily aspect of my face. It’s like it has remove all the oil of my face.

For the toner, I’m not used to put it on my face and frankly, I didn’t notice the difference using it or not using it. But I’ll continue to use it to see if there is a difference but I’m not convinced by it.

And for the moisturizer, it’s a good surprise because it’s not a cream but a lotion, that means it’s really fluid. When I use it, it’s really light, you don’t have any sensation of oily cream, when you put on your face, after a few seconds it’s like it has disappeared. So you don’t really feel it but it moisturizes your face, it’s kind of strange because of its lightness and it’s what I like. I put it on the morning and it lasts all the day without having your face irritated.

So as a conclusion I’m really satisfied of the cleanser and the lotion and I think I’ll get them for Christmas ^^About the lotion, I’ll probably ask for more samples to try again.

Have you tried one of these three products?  Or you may have tried other products, feel free to share your experience …

Kielh's Brand building blocks

Source: Brand building blocks  adapted from Peter Dyson

Kiehl's Brand Resonance Pyramid

Source: Kevin Lane Keller (2001)

Kiehl’s Brand Equity: 10 components to value the brand

    1. Commitment

Kiehl’s is a socially-conscious brand with an innate sense of generosity. It used to launch limited-edition products in order to raise funds for charity institutions.

Waterkeeper Alliance

For example, Kiehl’s launched the limited edition Superbly Restorative Argan Body Lotion for which all proceeds went to the Waterkeeper Alliance.

Rainforest Alliance

Moreover, Kiehl’s launched the limited edition ACAI Damage Protecting Toning Mist. This product raised over $200,000 for the Rainforest Alliance, an organization dedicated to preserving biodiversity.

Source: www.kiehls.com

International Centre for Missing and Exploited Children

Recently, Kiehl’s partnered with Jeff Koons and unveiled a limited edition Crème de Corps collection. All proceeds went to the Koons Family Institute, whose mission is to coordinate a global network of organizations fighting child exploitation and abduction. The product raised $225,000!

Peace Love Kiehl’s

Kiehl’s collaborated with renowned artist to create safer environments for children with 100% of the proceeds from the limited edition Crème de Corps Holiday collection.

Eco Systems

The Aloe Vera Biodegradable Liquid Body Cleanser was created in partnership with Brad Pitt. Kiehl’s donated $250,000 to JPF Eco Systems to rebuild New Orleans.

Youth Aids

It is rare that a company was known as much for its products as for the values it defends. More than 30 years ago, the founding family expressed its public-spirited commitment in the "Mission of KIEHL’S" which consists in a constant concern about truth and justice and a active participation in the life of the estate.

The commitment of Kiehl’s beside several humanitarian organizations is notorious, in particular its global partnership with the organization "Youth Aids", in which all the proceeds went to. This association fights against the extension of the AIDS virus.

Since 1996, $1,000,000 were donated in the fight against AIDS thanks to Kiehl’s customers generous supports.

   2. Protection

Kiehl’s logo and URLs are trademarked. Most of Kiehl’s URLs are consistent across international markets except for Singapore (www.kiehlstimes.com instead of www.kiehls.com.sg)

   3. Clarity

Kiehl’s’ logo is designed in a simple, professional and elegant manner. It uses classic black & white colors to make its logo very clear and clean. This logo resonates with the aim of their skin care products, unadorned and efficient.

Indeed, Kiehl’s packaging is often in black and white. This choice permits to focus customers’ attention on the ingredients listed on the package and on the benefits shown.

   4. Responsiveness

Nowadays, customers demand more customized and dermatological products. They attach importance to skin care, body care and hair care products that both are gentle and effective. Moreover, they prefer adapted products with specific effect that better suit their expectations.

Thus, Kiehl’s has a strong responsiveness and already set for the next wave of consumers’ trend, being one of the few dermatological skin care brands in the market.

We can take the example of the male segment which is increasingly beauty savvy and the introduction of Kiehl’s dedicated products for men since 1961. By being precursor, Kiehl’s obtains a strong brand preference and image among male.

In the female market also customers reward this responsiveness by claiming that they will re-purchase Kiehl’s products and recommend them to friends.

   5. Authenticity

Kiehl’s is a really authentic brand with a long history: “Kiehl’s since 1851” and a unique heritage from its pharmaceutical roots.

Moreover, Kiehl’s kept the same values from its creation: natural ingredients, environmental and social concerns, scientific background.

Source: http://www.materialiste.com/cosmetique/kiehls-facial-fuel-pour-hommes

   6. Relevance

Customers are increasingly interested in natural products; they want to take care of them and of the environment. So they are seeking added-value when they buy a product. With Kiehl’s, they obtain commitments in the protection of the environment and in the support of population.

Moreover, customers are willing to pay more for products like this, so with its premium positioning, Kiehl’s is really relevant. Kiehl’s customers claimed that even if they consider Kiehl’s prices as high, they will re-purchase products.

   7. Understanding

Kiehl’s is particularly sensitive to understanding customers’ expectations. Its “Try before you buy” concept really creates strong customers’ loyalty.

Kiehl’s try to better know its customers’ expectations by asking directly to them and involve them in the discussion.

Indeed, this seminar is a good example of the Kiehl’s strategy.

Source: adapted from www.facebook.com/KiehlsSince1851

   8. Consistency

Kiehl’s is a really consistent brand. Indeed, it preserves it strong image by implementing a distinct layout and design for its stores to make it unmistakable. Moreover, Kiehl’s format is the same all over the world and reproduces the same brand ethos.

Kiehl’s marketing campaigns are also consistent by following brand values. They minimize above the line advertising and rely on low-cost promotional activities to gain buzz in the market.

   9. Presence

Kiehl’s is present in all key regional market. It has flagship stores in 38 countries most of them are located in Asia.

Kiehl’s never advertise, the brand deliberately opted not to use advertising preferring to rely on extremely generous sampling to enable as many consumers as possible to test its products and drive word of mouth.

Unlike other companies, Kiehl’s remains dedicated to its sampling program. Kiehl’s gives away more than 12 million samples a year, which is 80% of their total marketing budget. Their famously generous sampling practices allows customers to take home mini sizes of whatever they want, while not hurting the company’s profitability – Kiehl’s lets the product speaks for itself! 

   10. Differentiation

An important reason why individuals join groups or communities is to satisfy their needs for identity. Firms might exploit this societal tendency to gain a competitive advantage. Kiehl’s adopted this strategic approach to access privileged customers’ information, from which they can build a product differentiation advantage. By adhering and supporting a well-defined set of values, Kiehl’s both achieves community membership and strengthens the sense of identity that its target communities provide to their members. Kiehl’s protects its differentiation advantage by turning its products into symbols of the communities to which its customers belong.

Source: www.kiehls.com

Analysis of Kiehl's and French main competitors' brand components

source: coreeaffaires.com

source: blog.makeupmoxie.com

source: :milwaukeehairandbeautysalon.com

So Insiders, what do you think?? Do you agree with this analysis?

Kiehl’s competitve rivalry

Good morning insiders!

Previously, we identified Kiehl’s main competitors. But let’s analyze the competitive rivalry around the brand through the Porter Model.

Indeed, in analyzing the 5 forces described by Porter, we can the intensity of the competition around Kiehl’s in France.

First, we can say that, for the moment, there is not so much new entrants on the French natural cosmetics market. However, Customers and suppliers are very important stakeholders in this market. Indeed, the identity of natural cosmetics brand is mostly based on qualified ingredients, so without suppliers, there is no more products. Then, as it is a niche market, the customer has a strong power regarding the future of the market. However, the state has no significant power on this market in France. And as it is a niche market with very specific products, subsitutes have no power.

So to conclude, we can say that the competitive rivalry is relatively not very intense around Kiehl’s. Natural Cosmetics industry is growing in France but each brand is positioned quiet differently and bring its own specific added value.

Do you think Kiehl’s is unique and irreplaceable? For you, what are the elements that differentiate Kiehl’s from its competitors?

See you insiders for another Khiel’s secret!

Kiehl's Main competitors: presentation

Hello insiders!
I hope you enjoy our articles so far!
Now, let’s talk about Kiehl’s main threat: Competitors!!! As we explained earlier, Kiehl’s has 3 main competitors in France:

source: loccitane.fr

Who’s never dreamed of earing Provence’s cicadas sing while sniffing your body moisturizer? That is the experience L’Occitane offers. L’Occitane was created in 1976. It is now a worldwide natural and organic cosmetics brand with a “made in Provence” spirit, adding mostly Provence ingredients like lavender. L’Occitane is offering a wide range of products such as: bodycare; facecare, perfumes; haircare; toilette items; mencare; interior perfumes. Its products are sold exclusively in L’Occitane stores in more than 80 countries. (loccitane.fr)

source: aveda.com

Who’s never dreamed of having an American looked hair? Aveda was created in 1978 in the USA. It has belonged to the Estée Lauder Companies since 1997. The brand is specialized in haircare products (its most successful products are haircare products), but it has diversified: skincare, makeup, perfumes, aromas and lifestyles that are plant-based products, clinically tested and respectful for the environment. Aveda’s products are mostly distributed in beauty salons and spas worldwide, including France (aveda.com). However in France, Aveda is only distributed in a few salons, and very difficult to find.

source: origins.com

Who’s never dreamed to reconnect with your origins?
Origins was launched in 1990 as the first department store wellness brand in the USA. It belongs to Estée Lauder companies. Origins is sold in over 20 countries. Its mission is to create high-performance natural skin care products using potent plants, organic ingredients and 100% natural essential oils. Its products are manufactured using renewable resources, wind energy, and earth friendly practices (origins.com). Origins was launched in 2000 in France. Until last July Origins was distributed in only 2 stores in France. Bacause of this difficult distribution in France, the brand announced this summer that the distribution in France would stop in July 31st . However, Philippe Warnery, Vice-President of Origins, announced last summer that the brand may return to France in the future (leparisien.fr). So Origins is no longer a competitor for Kiehl’s in France.


So, are you completely faithful to Kiehl’s or have you already collapsed for a L’Occitane’s Aveda’s or Origins’ product?
Did you like these products? Why?

Kiehl's Gives

As we already said in the first articles, Kiehl’s is not only a cosmetic brand but also a brand which is committed with several NGOs. Since its creation in 1851, Kiehl’s is always committed in the local sponsorship. Kiehl’s wants to improve people’s quality of life wherever they are.

The “Khiehl’s Gives” programme pays tribute to all the causes the brand defends. The programme has even a website (www.kiehlsgives.com).

Kiehl's Gives is mostly engaged toward 3 main associations: environment, child and HIV research.

For the 160 anniversary of the brand, Kiehl’s has established a survey for the consumers: "Kiehl’s will donate 160 000 US dollars to charitable associations and it's YOU who will vote for the association you want to donate". 

This survey has began in August and has closed in mid-september, the association which received the most votes is the Aids Research: so Kiehl's will donate the more to this association but will also donate to the 2 others. 

Through its commitment, Kiehl's is seen as a brand which is close to its consumers and a brand which is commited in society. 

What do you think about their commitment? Don't you think other brands must take Kiehl's as an example?

Sources : From Kiehl's facebook page

Partnership with JolieBox

This phenomenon comes directly from US and it appears in France since June 2011, it’s the “Girl’s box concept”: each month, you’ll receive a box at home with 5/6 different cosmetics in a smaller packaging. You can receive samples for perfume, cream, face pack, nail polish, mascara… everything for girls!

To celebrate its 160 anniversary, Kiehl’s decided to make a partnership with JolieBox for the October’s Box.

Sources : from Joliebox's website

Generally, in one box, you have samples from different companies, but for this occasion, the box proposes 5 Kiehl’s product :

-       a body cream

-       a lip balm

-       a shampoo

-       a midnight recovery concentrate

-      a ultra facial cream

To know more about these 5 products, click on the different name. 

I think it’s a good way for Kiehl’s to be known in France by a large category of consumers. Around 10 000 women received this box last month, are you one of these girls?

Do you think it’s a good way for them to promote their brand and product?

Happy 160th Birthday Kiehl's

 

Sources: from Refinery 29's website

Kiehl’s celebrates its 160 anniversary this year. For this event, Kiehl’s comes with a limited edition “New York Heritage Collection”. This collection reminds the beginning of the brand because of its chic packaging in black and gold. The Heritage Collection is composed of four successful products:

-       Ultra facial Moisturizer

-       Ultra facial cream

-       The Calendula Toner

-       Original Musk Oil

The collection is available since September and it’s available until the end of the year so hurry girlz!

What do you think about the packaging? And for those who already test these products, what do you think about them?

My first brand experience in a Kiehl’s corner shop - By Perrine

I went on the Kiehl’s corner shop located at “Printemps” in Paris on the Saturday 5^th November.

It was the first time I entered in a store of this brand and I was really surprised by the differences between a brand such as Sephora or L’oreal and Kiehl’s.

The store:

First of all, I did not think I was in a cosmetic shop but more in an old pharmacy. Indeed, the seller wore a white overall and behind the cash desk there were wooden drawer from which the seller took samples.

 

The merchandising:

Moreover, the products were clearly referenced between categories. There were the men part, the hair care, the body and the face part.

The face part was the major one with subcategories such as anti-wrinkle products, moisturizing product, and cleaner product.

Clients are really helped when making their purchase decision, indeed, you have first the top ten products on a wall with an explanation of each products and theirs benefits.

The packaging:

Secondly, on each packaging there are details such as for whom the product is made, for what kind of skin/hair and the frequency to use the product. There is also the list of the ingredients used to make the recipes. Thus, the packaging looks more like a drug product than a cosmetic one.

Furthermore, products’ packaging are most of the time white, with the text writen in black.

So, there are not attractive colors or a well round commercial speech on the packaging as you can find on other brands.

 

Selling process:

The seller had great knowledge on each product and he/she is here to listen to the consumer needs, and respond to them.

In fact, when I ask the seller what kind of products she sells and which ones are adapted to me, she first asked me what I wanted. Then, she proposed me to make a skindiagnostic and oriented metoproducts that suit my needs. Furthermore, she did not push me to buy these products but gave me samples to try and come back if I were satisfied.

Thus, this brand is really oriented to the clients’ satisfaction through listening, advice and high quality products. Moreover, Kiehl’s surfs on its pharmaceutical roots and proposes products adapted to each kind of skin and hair.