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.

Motivations to buy and consume Kiehl’s products

QUALITY MADE:

Kiehl’s customers are looking for simple, natural products that both respect their skin and have a strong efficiency.

NATURAL INGREDIENTS:

Kiehl’s responds to these expectations by offering unique formulations made with the finest naturally-derived ingredients to assure a high quality of skin and hair care. Kiehl’s has sourced proven and effective botanical extracts and are committed to choosing ingredients that are selected for their true benefits to the skin and hair. They use simple, efficient and recyclable packaging so that they can concentrate their efforts and costs on the substance and quality of the product.

SCIENTIFIC EFFICIENCY:

Moreover, as Kiehl’s was founded by a pharmacist deeply attached tothe respect for the science and to the scientific community, the origins of the brand suit its customers’ expectations. Later, Kiehl’s partnered with the Harward Medical School and built a Consultative committee of scientists and experts in dermatology to pursue the same way. Kiehl’s approach to healthy skin also meets its consumers’ needs since Kiehl’s skincare is scientifically formulated to respect, restore and strengthen the skin barrier for healthier, more radiant, younger-looking skin. Kiehl’s treatments are powerful and its safe preparations act to correct and treat customers’ specific skin needs and concerns.

ENVIRONMENTAL CONCERNS:

Consumers’motivations to buy Kiehl’s products are also related to their environment-friendlyconcerns. They are seeking both products that respect the environment but also a brand with social commitment. Kiehl’s suits their expectations by taking corporate responsibility as seriously as personal care, from their recyclable packaging to their Aloe Vera Biodegradable Liquid Body Cleanser, of which 100% of sales goes to JPF Eco Systems charity. 

• In 2009, Kiehl’s introduced the Recycle and Be Rewarded program. Customers who returned their empty Kiehl's bottles, tubes, and jars were rewarded with a new product.

  Source: www.kiehls.com

• In 2010, Kiehl’s partnered with artist Jeff Koons for a limited edition collection. The concept combines ilovedust’s distinctively vivid art with a speech bubble, which can be personalized. The limited edition bespoke packaging means customers can write a message for their loved ones and have the label applied in store. Moreover, thecollection supportsthe International Centre for Missing and Exploited Children.

Moreover, Kiehl’s is actively engaged in three charitable initiatives: HIV/AIDS education, prevention and research; protecting and nurturing the environment; and children’s well-being. 


What about you?

• Do you recognize you in this article?

• What are your main motivations to buy Kiehl’s products?

Please take time to explain us your motivations as kiehl’s customers

Source: www.kiehls.com