brand presentation final

7/22/2019 Brand Presentation Final

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Brand Presentation


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AGENDA

I. DNA OF KIEHLS

II. AUTHENTIC BRAND HISTORY

III. CUSTOMER COMMITMENT

IV. PUBLIC RELATIONS

VI. RETAIL EXPRESSION

VII. BUSINESS OVERVIEW


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Established in New York City, Kiehls founding family created

their East Village apothecary to fulfill the individual needs ofthe vibrant, diverse customers who came through its doors

every day. Kiehls evolved from its early pharmacy roots to rely

on even more advanced science and the finest natural

ingredients - and today, its chemists formulate the finest skin

and hair care products that address the contemporaryconcerns of Kiehls customers and fans around the world.

KIEHLS SINCE 1851


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THE KIEHLS FAMILY

Mr. JohnKiehl

Opened thefirst Kiehl

Apothecary in

1851.

IrvingMorseA graduate of the

pharmacology

school at

Columbia

University

became John

Kiehls apprenticeand took over the

business in 1921.

Aaron &

JamiIrving Morse's Son& Granddaughter

continue the

Kiehls apothecary

legacy.

LOrealIn the year 2000,

Kiehls joined

forces with

LOreal to helpthe brand

development.

And LOreal Let

Kiehls Be

Kiehls.

Own Labs

Separate Off ices

Dedicated Factories


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KIEHLS DNA


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KIEHLS DNAKiehls Since 1851

Apothecary-inspired packaging and merchandising

Wood floors/brick walls/chandelier

Neon/NYC vibe/handwritten/quirky

Mr. Bones/motorcycle/airplane

KCR lab coats/ wing pin

CODE

Historic photos of founders/Kiehls NYC flagship

To provide the most exciting, engaging, prescriptive skincareexperience to men and women

SENSE OF

PURPOSE

VALUES,

PERSONALITY

SIGNATURE

Givingcommitment to give back to our communitiesSciencehighly efficacious natural ingredients + cutting-edge

technology

Respectfor our customers, their skin, and the environment

ServiceKiehl's Circle of Service, including personalized

customization and generous sampling

Qualityin our customer experience and in our products

Personality: Honest, eclectic, warm, adventurous, enthusiastic


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KIEHLS DNA: APOTHECARY


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KIEHLS DNA: AUTHENTICITY


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KIEHLS DNA: NEW YORK


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KIEHLS DNA: SERVICE


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KIEHLS DNA: ADVENTURE


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AUTHENTIC BRAND HISTORY


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HISTORY OF KIEHLS

Kiehls was founded in 1851 as an

apothecary pharmacy in New York Citys

east village.

While our pharmacy was selling

medications, herbal and natural remedies,our patrons began requesting efficacious

skin and hair remedies that could not be

found in the city.


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PURVEYORS OF THE FINEST SKINCARE

Relying on their extensive background of herbal, medicinal andnatural knowledge, our founding family started to create tailor-

made skin and hair remedies for the community using high

concentration of efficacious natural ingredients blended with

pharmaceutical actives.

The secret was a deep understanding of

each persons concern and the need to

formulate for efficacy and safety and not

for the product aesthetic.


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Through the 1960s, Kiehls was

one of the top producers and

distributers of medicinal

salves, herbal remedies and

early pharmaceuticals,including one of the first

penicillins as well as an aloe

vera-based cream to treat

burns that was widely

commissioned by the U.S.government.



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Since that time, Kiehls Since

1851 began developing

contemporary skincare products,

all of which were formulated and

tested using proven

pharmaceutical methodology.

Today, the company holds true to

its heritageintegrating

extensive research, development

and safety testing for all its

products and formulating with abalance of natural ingredients

sourced from around the globe

and the latest technologies.



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Fundamental to our formulations

is the necessity to respect and

protect the skin barrier, the first

step to ensuring healthy skin.

Kiehls also minimizes the use ofmasking fragrances and colorants

in our formulas. Furthermore,

rather than focusing on expensive

packaging or advertising, Kiehls

efforts are put forth towards what

matters most, the quality of the

formula.



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SCIENTIFIC HERITATE TIMELINE


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KIEHLS TODAY

Kiehls continues to follow a unique

business model set-forth by the

founding familieswhich does not

rely on advertising for brand

awareness. Instead, awareness is

driven primarily through word of

mouth: utilizing sampling, PR and

digital communication. For over

160 years, Kiehls has been

committed to providing customers

with exceptional service, personalconsultations, and generous

samples of their efficacious

formulas.


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OUR COMMITMENT TO OUR CUSTOMERS


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OUR COMMITMENT TO OUR CUSTOMERS


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Kiehls was built on sampling

Our phi losophy is :

Try before you buy

Sampling Philosophy


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All customers receive personalized service

We are here to serve you

A consultation with samples

LEADERSHIP IN SERVICE


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WELCOMING

UNCOVERING

NEEDS

PRESENTING

PRODUCTS &

SAMPLES

COMPLETING

HEAD-TO-TOE

FINISH

MAKING A

SALE

PARTING &

OFFERING

FOLLOW-UP



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SkinCare Consultations



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KCRs are emblems of our service


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NO ADVERTISING PHILOSOPHY

We rely on word of mouth and do no advertising


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PUBLIC RELATIONS 3 PILLARS


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BRAND HERITAGE FEATURED STORIES

CANADA SOUTH AFRICAFRANCE

CHINA

KOREA

UKCHINA HONG KONG


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SKINCARE FEATURED STORIES

CHINA

JAPAN

SINGAPORETAIWANUK ITALY

MALAYSIAFRANCE


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PHILANTHROPY THROUGH KIEHLS GIVES

CHINASINGAPORE

Improve in some way the quality of the community to which we are committed

No Paid Endorsements Kiehls

never pays any celebrities and/or key

influencers to endorse our products.

Kiehls fosters partnerships and

relationships with celebrities and key

influencers for charitable causes.

Kiehls offers a donation to a charity

in their name for their support of ourevents and programs.


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PHILANTHROPY FEATURED STORIES

CHINACHINA

KOREA JAPAN

SPAINITALY SINGAPORE


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KIEHLS LIFERIDE FOR AMFAR - US

CHINA

TO BENEFIT THE AMERICAN FOUNDATION FOR AIDS RESEARCH


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KIEHLS ROCK TOUR - GERMANY

CHINA

TO BENEFIT CHILDRENS CHARITY DIE ARCHE


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RARE EARTH LIMITED EDITION - CHINA

CHINA

TO BENEFIT SHAN SHUI CONSERVATION CENTER


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SOCIAL MEDIA EXPRESSION


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DIGITAL EXPRESSION


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RETAIL EXPRESSION


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RETAIL EXPRESSION


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RETAIL EXPRESSION


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RETAIL EXPRESSION


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RETAIL EXPRESSION


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GLOBAL BUSINESS OVERVIEW


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KIEHLS NET SALES GROWTH


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1. US

2. Travel Retail Asia

3. Hong Kong

4. China5. Korea

6. UK

7. Canada

8. Taiwan

9. Japan

10. Spain

KIEHLS TOP 10 MARKETS

*T3012 Sell in


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ALL ZONES DOUBLE DIGIT GROWTH


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DISTRIBUTION OVERVIEW

44 Countries

Canada

United States

UK

France

Australia

Singapore

Taiwan

Korea

Mexico

Argentina

Belgium

Switzerland

PortugalSpain

Russia

Dubai

Thailand

Malaysia

Philippines

Brazil

Kuwait

Japan

Chile

Greece

China

Indonesia

Sweden

Turkey

New Zealand

India

Panama

Colombia

FinlandNorway

Puerto Rico

South Africa

Hong Kong

Germany


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DIGITAL

FREE STANDING STORE

DEPARTMENT STORE

NUMBER OF DOORS WORLD WIDE


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RETAIL MAPPINGService/Excitement

+++

Service/Excitement

- - -

Credibility/Expertise

+++

Credibility/Expertise

- - -

Selective

PharmacyMass


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GLOBAL PRESENCE ON-LINE

9 12 18 21

3 4 5 15

12 16 23 36

E-Commerce

Sites

E-Marketing

Sites

Total #

Countries

2010 2011 2012 2013


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GLOBAL PRESENCE SOCIAL

With 30 active Facebook pages and 21 local Twitter pages, Kiehls social content is pushed to more

than half a million fans and almost 80,000 followers on a daily basis.

78,014 Global Twitter FollowersAustralia Canada

Chile Colombia

France GermanyGreece India

Indonesia Japan

Korea Malaysia

Manila Mexico

Panama Singapore

Singapore South Africa

Spain UK

US

732,106 Global Facebook Fans*UK Middle East

Turkey Thailand

Taiwan SwitzerlandSpain Singapore

Russia Mexico

Manila Malaysia

Middle East Korea

US Japan

Italy Indonesia

India Hong Kong

Greece Germany

France Denmark

Colombia Chile

Canada Brazil

Australia Argentina

3,634 Global Pinterest FollowersUS

India

Canada

Greece

UK

Manila*China 170K fans different platform


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