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