Overall Khiel's view

First of all, what is Kiehl’s?

Kiehl’s is an American cosmectics brand founded in 1851 in New York by a pharmacist, John Kiehl. Kiehl’s is specialized in creating and distributing cosmetics with natural ingredients. Even if the brand was bought in 2000 by L’Oréal group, worldwide leader on the cosmectics market, Kiehl’s has kept its identity through the time. Nowadays, Kiehl’s has 142 stores in the world and it is considered as the greater l’Oréal success of the last decade. Indeed, the turnover of the brand has increased from 40 M€ in 2000 to 250 M€ in 2010 (www.capital.fr).

What is the current situation on the French premium natural cosmetics market?

The market has grown significantly since 2006. The natural cosmetics market represents 3 to 4% of the cosmetics market and it is growing of 40% each year (eurostaf 2008). There are still not many brands present on the current market in France, particularly on the Premium market. The main Kiehl’s competitors on the French market are: l’Occitane, Aveda, and Origins. 

What is the type of customers targeted by Kiehl’s?

Kiehl’s targets mainly well-to-do town people because of its product’s price and distribution concentrated in small stores or corners in department stores in big cities. However, thanks to the wider range of products proposed by the brand, Kiehl’s reaches different segments of the population. Kiehl’s customers are women, men, young, new mum, middle-aged or in their 60’s.

So, are you a Kiehl’s customer or a potential one?

Take a look at their products: http://www.kiehls.fr