3. History of Kiehls
American cosmetic brand specializing in premium
skin, hair and body care products.
Founded by John Kiehl in 1851
Khiels began as a homeopathic pharmacy located
at 3rd avenue in New York city
They use all natural ingredients in their products
In April 2000 the French beauy and cosmetic
company L’Oréal aquired Kiehls.
4. Background of Khiels
advertising
Strong focus on customer service
Rely on word of mouth for marketing/advertising
Focus on extensive sampling and free gifts to
further market their produts rather than traditional
advertising.
Distributes about 8.5 million sample units each
year and offers free product refils to its customers.
5. Prestige and Product
Advertising
Enhances the prestige of a company’s branding
and it’s products/services
Directed towards potential customers
Influences purchasing effectively
Why?
Nature of the Product
Classy appearance
More up-market
Aimed at a specific demographic (older men)
6. Why this Demographic?
30 – 60 years old
Sensitivity about ageing, negative impact
on appearance and self image
Society’s high standards
Require a boost of confidence and self
esteem during this period of life
Rejuvenation
7. How can men
reverse the effects of
ageing?
Kiehl’s “Midnight Recovery Concentrate” serum is the
answer
One of Kiehl’s most successful products and featured
recently in Arnott’s Christmas Gifts magazine
Contains “pure essential oils and distilled botanicals to
visibly restore the appearance of skin by morning”
99.8% naturally derived ingredients & paraben-free
Social Responsibility – recyclable materials
8. Why Sean Connery?
Connery played role of James Bond 1962 – 1983
(from ages of 32 to 52)
Reputed worldwide for his sophistication,
handsomeness and class
An ideal candidate for our advertisement as our target
market (men between 30-60 years) view him as an
icon and aspire to emulate him
9. The Advertisement
Dark colour scheme – grandeur, luxury &
prestige
Simple Design – Appreciation of healthy skin in
contrast to navy-blue hued black background
Association through endorsement
“Licence to Kiehl” – memorable play on words
Font exudes elegance & echoes Kiehl’s logo
10. Why will this Print
advertisement work for Kiehl’s?
Kiehl’s can’t afford not to do this type of product
and prestige advertising
Enhances brand image – direct appeal to target
audience
Target audience gains recognition of the brand’s
identity and values
Sean Connery heightens eminence of the high-
end product that is Kiehl’s “Midnight Recovery
Concentrate” serum
