Kiehl’s Customers

When we deal with a company like Kiehl’s, it’s important to understand for what kind of customers the products are made. In fact, as Kielhl’s has a specific approach to body care, its customers are not the same as for mass consumption products. In the same way, Kiehl’s develops a strategy focused on innovation and quality by spending a lot of money in R&D to come up with products that match those specific customers.

But first of all, let’s talk about generalities before going more specific.

As we can see on its website, Kiehl’s products are for both men and women. Even if the major part of the products predominantly targets women, there is also a special tab for men with products such as moisturizers, cleansers, pre-shave and shave. Kiehl’s is known for appealing to an exceptionally large male clientele, which represents 30 to 40 percent of the company’s customer base! This success is due to the fact that the brand changed the paradigm with a health and wellness approach that demystifies cosmetics.

Moreover, in terms of age, Kiehl’s targets a large range of people from young people with skin problem such as acne to older people looking for lift cream or anti-wrinkle cream. This can be explain by the actual society where today's female consumer defines herself more by mindset or approach to life than by age. Parents and teens are often on parallel treadmills. The older segment is interested in staying young and the younger segment is acting older.

However, Kiehl’s consumers are in upper middle class, the brand targets people who spend a lot in body care and cosmetics. Indeed, Kiehl’s products are more expensive than basic products that you can find in supermarket under Nivea or Diadermine brands for example.

Consumers who buy Khiehl’s products are urban persons with a town-looking; they are concerned about their appearance and take care of themselves and of their skin. They do sports and pay attention to their alimentation; they have healthy habits.

Thus, they attach a great importance to the quality of the cosmetics they buy and are looking for soft, simple productswith natural ingredient which respect their skin, body and hair.

Kiehl’s consumers are also experts, well-informed and have specific expectations. They want effective, reliable, high-performance products with a recognized quality.

Moreover, Kiehl’s consumers are very careful of environment-friendly products and pay attention to brands with social commitments; they are seeking not only for products but also for values.

Kiehl’s customers search more than just a product; they are seeking added values such as a strong customer relationship and a community of customers. They are willing to pay more for personalized advices and want to build a long-term relation of trust.

So, Kiehl’s targeted end user is between the ages of 24 and 65. They are urban professionals with a strong education. These consumers have an active lifestyle. They are concerned about social and environmental issues; mind and body wellness are important to them. The effects of aging and the maintenance of a youthful appearance are a part of their life.

 

What about you?

• Do you recognize you in this article?

• What kind of customer are you? How do you describe yourself as a kiehl’s customer?

Please, let us commentaries to help us better know who you are.








  

Source: http://www.kiehls.com/Customer-Top-10-Favorites