Kiehl's Mix Marketing

• Product

Kiehl’s is an american brand created since 1851. The name Kiehl’s comes from the founder’s own name. This is a brand which lasts since 160 years old, this shows the long history of the brand in the cosmetics industry.

Concerning the logo, it’s a very elegant and simple logo. It’s written in dark font with a white background which make it very readable and clear.

The logo is completely in line with the different packaging and design of the products which are also very simple. The products looks like a pharmaceutical bottle with detailed instructions on the benefits, the ingredients and how to use it directly on the bottle.

Concerning the range of product, it’s divided into 5 categories on the website:

-       Skin Care

-       Body Care

-       Men Care

-       Hair Care

-       Baby Care

-       Perfume

For my experience, in Kiehl’s’ shop, I didn’t see the baby care and the perfume product.

Moreover, the quality of the product has been proved since 160 years old, Kiehl’s keeps its origin of its pharmacist’s experience and it can be seen in the choice of the ingredient used. In the same time, Kiehl’s tries to use natural ingredients as much as possible in every product because the brand also cares about the environment and it chooses the best ingredients for people’s skin.  Indeed, the brand is involved in environment by using packaging done with recyclable materials.

• Price

Kiehl’s’ products goes from 10 to 60 euros. Kiehl’s is positioned as an mid-upscale brand.

For example, customer’s favourite body cream costs 20,5 euros

Their midnight recovery concentrate costs 39 euros.. 

And their eau de toilette spray is 53 euros.

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

• Place

About the distribution of the Kiehl’s’ product in France, Kielh’s is distributed in their own stores. We have 8 Kiehl’s’ store in France. 

 Sources: from cpp-luxury

Kiehl’s is also present in department store like Galeries Lafayette with their own corner.

Sources: from Flicker

And finally, the brand is also distributed in some concept store like Colette.

 

Sources: from Colette

In total, Kiehl’s is present in 23 stores, corners, and concept stores in France.

Besides its physical stores, Kiehl’s benefits also from its website e-shop.

• Communication

Kiehl’s doesn’t invest a lot in communication. Kiehl’s doesn’t do any TV commercial nor billboard ads. Indeed, the brand prefers to invest in Research & Development for its product.

However, the brand tries to be close to its consumer and they are present on social media. Kiehl’s has a twitter account, a facebook fan page, a blog and is even on Foursquare which is dedicated to the geo-localization.

Here is the different links for these 2 medias:

-       Facebook fan page

-       Twitter account

Kiehl’s seems to be very involved on these medias, it’s interactive, and the brand is very innovant in suggesting games, contests and events…

I hope that the mix marketing for Kiehl’s have been useful and you learnt more about this brand. Don’t hesitate to follow their current event through our blog and also through their different medias of communication.

Do you think that the strategy of communication of the brand is effective? Were you aware of the presence of this brand on these medias? And do you find it useful?