NEW YORK APOTHECARY
ABOUT the brand Kiehl’s is a luxury skincare brand retailer that specializes in premium skin, hair, and body care products. Kiehl’s was found in 1851 as an old-world apothecary in New York’s East Village neighbourhood. Its unique, extensive background represents a blend of cosmetic, pharmaceutical, herbal, and medicinal knowledge developed and advanced through the generations. Kiehl’s was purchased by the L’Oréal Group in 2000 and currently has more than 250 retail stores worldwide, and over 1,000 points of sale supplemented by sales in high-end department stores, select airport locations, as well as independent stockists. In contrast to its market competitors, Kiehl’s is distinguished for its unorthodox
marketing approach, exceptionally large male clientele base, and its products’ simple and straightforward packaging. Everything Kiehl’s does, every experience they create — with employees, customers, and the public in general — supports and enhances their story and is executed with brilliance. The Kiehl’s philosophy is (true to its heritage) about choosing the very best naturally-derived ingredients – based on herbal and pharmaceutical formulas. The look of their products also reflects the brand’s apothecary roots – as they have a homemade look that feels like they are individually made in the back of the store. Some of Kiehl’s product formulations also date back decades.
HISTORY
A long-standing New York institution, Kiehl’s began as a typical 19th century apothecary in 1851 supplying New Yorkers with pharmaceutical tonics and medicinal salves culled from natural ingredients. Located at 13th Street and Third Avenue, the pharmacy first opened under the ownership of Mr. John Kiehl. A gentleman by the name of Mr. Irving Morse, a graduate of the pharmacology school at Columbia University, apprenticed under Mr. Kiehl until 1921.
Mr. Irving Morse purchased the pharmacy in that year keeping the Kiehl name, as it had already established itself as a reputable business in the community. In doing so, Mr. Morse became the first proprietor of what was to become a third generation family-owned business. He expanded the business into a full-service pharmacy, stocking such items as teas, herbs, tinctures, honeys, and the first ever Kiehl brand products.
BRAND PROFILE VISION: Kiehl’s confidently and proudly stands behind each and every product that we sell, and we pledge that we will always uphold the highest standards of safety for our customers around the world. MISSION: Kiehl’s focuses its efforts first and foremost on the betterment of its local communities by targeting philanthropic endeavors on the needs and concerns of its citizens. BRAND IDENTITY: Kiehl’s has proven itself, over the course of its one hundred and sixty years, as being the producers of quality and effective beauty, skin, and hair care products. It’s a well-known and loved brand, especially among its targeted demographic and expanding array of users. By using personalized, specific methods of advertising, providing service to different communities, and sponsoring certain events, the brand has sufficiently created brand community.
LOGO
BRAND VALUE: Kiehl’s uses great approach towards re-use and recycle program that encourages eco-friendliness. They have since taken great pride in their environmental awareness stance when it comes to their products. In order to increase awareness of their environmental priorities and support, Kiehl’s provides information on their products, as well as throughout their stores and online. POSITIONING: Kiehl’s is a brand that is close to its consumers. What differentiates Kiehl’s from other brands is the service it provides to every customer. Indeed, it’s an upscale brand, and it also brings an upscale service. The service is customized depending on each customer. The goal is to listen to consumer’s needs, to inform, to make him discover the product, the brand and to advise in order to create a relationship of trust on the long-term.
“MR. BONES” Aaron Morse (the son of Irving Morse, apprentice to OG founder John Kiehl’s) inherited the company in the 1950s. He saw the East Village flagship as a community gathering place — like a Starbucks, but with skin-care instead of coffee. So he worked to make the place about more than just
skin-care, introducing both a stack of biology books and Mr. Bones, a human skeleton, as a way to encourage learning and interest kids. Now, there’s a Mr. Bones in every Kiehl’s store. The skeleton acts as a mascot for the luxury brand and fits perfectly to the laboratory theme of the brand.
MERCHANDISE Kiehl’s merchandise line, rather than focusing on one specific skin care issue, offers a variety of products for a multitude of problems. The brand categorizes the products on the basis of concern or collection. The collections are expert suggested or ingredient based sections for the better shopping experience of the buyer. Also Kiehl’s provides a wide range of unisex products, apart from some men specific shaving and grooming essentials.
Skincare o Moisturisers o Anti-Aging o Cleansers and Scrubs o Serum o Toner o Facial Masks o Sunscreen
Bodycare o Body moisturisers o Body wash and scrubs o Hand and foot treatments o Fragrance
Haircare o Shampoos o Conditioners o Hair Styling o Hair treatments
PRICE RANGE Skincare: 600 - 6,000 + Bodycare: 600 - 6,000 + Haircare: 400 - 3,500 + Men’s Specific: 600 - 5,000 + The price range of Keihl’s remained relatively high, which continued to limit the type of people who could afford to purchase their goods. By keeping their prices expensive, they avoided the type of people that they might not wish to appeal to or associate with (such as members of lower classes). Because of this, their products continued to attract almost exclusively to those with higher incomes in the middle and upper classes.
Ingredients At Kiehl’s, unique formulations are made with the finest naturally-derived ingredients to assure the high quality of skin and hair care of their customers. Ingredients are the single most important component of their products. Ingredients are not chosen on their aesthetic merit - only ingredients that are truly beneficial to the skin are selected. Minimal preservatives are used in their formulations. Their intent is to utilize only the gentlest and most efficacious ingredients and that is why a great number of natural ingredients are used. Products are always formulated with sensitive skin in mind. Keihl’s utilize only simple, efficient, recyclable packaging so that they may concentrate their efforts and costs on what is truly important: the substance and quality of products. Some of the finest naturally derived ingredients include:
Kiehl’s stands firm in its belief of using only pure and natural ingredients in the goods that they produce. They use creative remedies that have a strong botanical influence. Without the use of chemicals or chemically made ingredients, their products are healthier for and easier on consumers’ skin and hair.
THE STORE
chandighar delhi
IN INDIA
mumbai
kolkata
pune
KIEHL’s Store locations in India bengluru
LOCATION Phoenix Shoppers Walk Way, Lower Parel, Mumbai, Maharashtra,400013
Kiehl ’s Luxury Store LOOK AND FEEL Vintage European Interior Modern Aesthetics Overall decor of a Science Lab American Signages, Graphics, Doodling and Scribbling Neon Colours
FLOOR PLAN 11’
5’
CASH COUNTER PRODUCT DISPLAY
2’ 4’
18’ 8’
PRODUCT DISPLAY
PRODUCT DISPLAY
1’
PRODUCT DISPLAY
5’
4’
3.3’
4’
2’
Entrance 1
Furniture Shelves Glass Boundary Wall Entrance Mascot
Entrance 2
BUYER’S EXPERIENCE
LOCATION:
The store is located in a high end mall, Phoenix. It is situated in a very posh area i.e. Lower Parel. Reaching there is easily possible except the distance which is to be covered from different parts of Mumbai. Easily spotted in the cluster of a lot of branded stores because of its unique colors and welcoming quirky theme. FACADE: There were two openings to the store and no shutters. Hence, it was very open and inviting. The mascot of the brand, Mr. Bones was clearly visible on passing by which triggers curiosity in customers to explore more about the store. On the other entrance which was rather big in size showed a clear view of the insides of the store, giving customers an exquisite visionary experience. There was a huge pop art like graffiti, showcasing statue of liberty holding one of the products representing origin of the brand.
WINDOW DISPLAY: Two window displays were seen. They were kept simple in orientation both of them had the same product display. There were nice fruit standees which gave an idea of natural products for skin. PLACEMENT OF MERCHANDIZE: The merchandise was well organized, in the shelves, the window display and the table. The products were well segregated which allowed the customers to easily access and browse. The products were chic looking and did not have any unnecessary information. INTERIOR The store was well-lit. A huge chandelier was also there to provide vintage feeling of old style European pharmacy. There wasn’t a specific smell to the store but had a good pop music playing in the background. There were quite a few but very prominent signage. Also Straight forward signages helped in finding the suitable products easily. They were neon and very loud. Mostly in the colour palette of American flag i.e. red, blue and white. The whole store gave a look and feel
as that of a Chemistry laboratory, since there were beakers and microscopes kept. Doodling of chemical formulae on the feature wall, props and consultation table, went well with the theme. LAYOUT OF THE STORE: Slightly congested due to a lot of fixtures and props, but is not chaotic. The store looked small for a luxury brand with just an enough amount of spacing for the customers to roam around. INVOLVEMENT OF SENSES One of the great things about the brand is that they give out free samples before actually selling the product which gives full customer satisfaction and good image about the brand and helps the brand to build a trust bond with the customers. A subtle chemical smell, positive ambience and the apothecary aesthetics, takes you to a whole new world with natural and homemade touch. INTERACTIVITY: • StaffTheir uniform included a lab coat in order to go with the theme of Chemistry Lab. They were helping, friendly and knowledgeable and interacted in a one to one manner with the customers and also provides them with consultations. • There was an entire wall filled with pictures of the kids of those who have used Kiehl’s products in order to connect emotionally with the customers. Also there was a blackboard on an easel, on which offers and discounts were written with chalk, just like the old school stores of New York.
CUSTOMER STUDY Originally, the Kiehl’s brand generally sold itself to a very narrow and limited demographic – middle to upper-class women. However, in the early 1960s, Kiehl’s began to re-shape many of their ideas and expanded the demographic of their targeted clientele beyond the wealthy females it had always typically attracted and appealed to. They developed a line of products specifically for men. This drastically widened the range of consumers that they appealed to. Kiehl’s no longer selling beauty and skin care products that are exclusively geared towards women; males now make up nearly 50% of Kiehl’s current consumers. They continue to produce and come up with new products that have a more masculine appeal, which keeps up their male clientele. In the same way that men are targeted, Kiehl’s produces new lines and products that appeal to their more feminine demographic. Also, another type of consumer that this brand appeals is people who care about the environment and wish to use natural products.
Persona o Kiehl’s consumers are upper middle class and live an elite lifestyle. o Lead a luxurious and independent life. Likes to collect possessions and use them well o They are urban professionals with a strong education. o These consumers have an active lifestyle and likes to travel. Mind and body wellness are important to them. o The effects of aging and the maintenance of a youthful appearance are a part of their life. o They do sports and pay attention to their alimentation; they have healthy habits. o They are conscious and careful about themselves and the environment and wish to use natural products. o They are concerned about their appearance and take proper care of their skin. o Thus, they attach a great importance to the quality of the cosmetics they buy. o Kiehl’s consumers are also experts, well-informed and have specific expectations. They want effective, reliable, high-performance products with a recognized quality.
CUSTOMER Board
DESIGNER’S PERSPECTIVE FACADS • Running along the breadth of the store, it has a feature wall with advertisement of product and a manipulated image of statue of liberty and graphics in neon light to instantly attract customers. The middle section was the entrance. And in the Corner was an open window display. • Running along the length of the store, this side has a feature wall with graffiti and a digitized still ad. The graffiti showcased various chemical formulae which gave a very scientific and medicinal feel to the entire look of the store. Also the ads. Showcased fruits along with the product which represented the Brand’s association with natural ingredients. LAYOUT The space of the store layout is rectangular and elongated. It is a corner store and has open ends. Layout of the store seemed smaller for a luxury brand. Although the space was still well managed, the circulation seemed a little congested. If there are more than four people at a time in the store, it could be very cluttered and inconvenient for both the customers and staff. PROBLEM: Congested circulation. SOLUTION: The arrangement of fixtures can be modified according to the space allotted. And fixtures like the marble round table can be avoided.
CIRCULATION
CASH COUNTER PRODUCT DISPLAY
CONSULTATION TABLE
PRODUCT DISPLAY
PRODUCT DISPLAY PRODUCT DISPLAY
Entrance Circulation Area
WINDOW DISPLAY There were two window displays. Both were similar, as both had the exact same products. One was open back and one was closed. Products were showcased on steel fixtures and had appropriate standies for the same PPROBLEM: Repetition of concept was seen. Display of exact same products was there without any element of interest. Also the product seemed pretty small as compared to the window display space allotted. SOLUTION Use of cabinet window display can be done along with focus lights to emphasize more on the merchandise rather than the whole space. ZONING The distribution of products is done targeting the Indian mind-set of people in association with luxury brands. 70% products are for women or are unisex, they are properly arranged according to the skin type, CMT type, and then according to the categories like, for hair, body, and face. 20% of products are specific to men’s usage i.e. shaving creams etc. which are arranged in an altogether different wooden fixture in one corner of the store. They are again arranged in a similar fashion as that of the unisex or women’s products. The introduction of skin care products for children is 10% in the zoning of the store.
ZONING
Men’s Section Kid’s Section Women’s/Unisex Section
MERCHANDISE Product placement was smartly done in the store. It was well organised and accessible. Although the new arrivals were overly advertised and showcased multiple times at different places which overdid the entire placement of the merchandize and not giving enough limelight to other relevant merchandizes. Focal point in the store was the Kid’s section. Role branding could be seen there as using photographs of kids to draw emotional attention of the customers is very effective in the market these days. So placing the products right next to the feature wall was a genius idea by the brand as there aren’t many luxury brand stores that have a kid’s section with so much customer-brand interaction. DÉCOR Colours - solid primary colours. Red, blue and white neon, subtle vintage colours. Materials - wood, brick, marble, glass, steel. Style- vintage Pharmacy with modern pop elements Theme- chemistry lab FIXTURES AND PROPS There were many interesting fixtures and props throughout the store from the façade to the unseen corners and walls of the store. The fixtures vary from steel shelves, wooden shelves, wooden cabinets, marble top steel table, and wooden table with black marble top, and basic chairs which were appropriately used according to the theme of the store which was the old European style apothecary. The tables were slightly bigger in size according to the proportions of the store. They were however kept very neat and classy to maintain that luxury
MERCHANDISE PLACEMENT
All time Best Sellers New Arrivals Testers and Samples Focal Points
store vibe. When it came to the props, they looked like from that of a chemistry lab. Beakers for featuring lip balms, mirrors like that in the dermatology lab were kept at the consultation table, chemical rack for keeping the bottles of the products was seen. There were props like, old rusted microscope, globe and a street sign like fixture containing information graphics. A black board was prominently seen with chalk illustration of the new arrivals. SIGNAGES AND GRAPHICS Very bright and prominent graphics were seen. Highly high eye catching phrases and colours like bright neon red and blues and whites are used. Signage were kept simple and up to the point with no unnecessary colour or fancy font. ROLE BRANDING In the kid’s section of the store, was a feature wall showcasing the pictures of the kids who are consumers of Kiehl’s products making the store present them like role branding icons.
MATERIAL
CASH COUNTER
PRODUCT DISPLAY PRODUCT DISPLAY
Steel
Black Marble with Print
Wood
Brick Wall
Marble
Granite
INTERACTIVITY Kiehl’s major USP was the interaction with the customers through various methods, be it emotional that is by creating a whole new segment for the Kids’ section, or by involvement of senses, which was done by giving out free samples for the customers to touch and feel the quality of the product before they can actually buy it. Thus building a bond of trust between the brand and their consumers so as to promote the brand’s dedication to provide customers with the best quality product. Also the staff present inside the store were well dressed-wearing neat and clean lab coats to go along with the theme, were kind and friendly towards their customers. They were well informed about all the merchandise and were simultaneously giving appropriate consultations to the customers. LIGHTING The store was properly lit. Not many variety of lights were used, but the placement and number of light fixtures were appropriate for the proper visibility of each and every element present inside the store. Every shelf had its own light fixture-flush mount, which gave focus to the packaging and structure of the merchandise. There was a huge chandelier hung in the middle of the store which complemented the entire modern European aesthetics of the store. Also there were track lights just above the consultation table, which was providing suitable amount of light to every corner.
CEILING PLAN
Flush Mount Light Chandelier Track Light
PROMOTIONAL PLANS 2018-2019
PLANNER
Halloween
BONES’ PARTY Trick Your Problems Treat Your Skin
“Trick or treat!” Its Halloween time! Since it is the month of October, our dear Mr. Bones has decided to throw a party at your nearby Kiehl’s store. It will begin a week before Halloween. This party includes special products with our new yet, October beloved pumpkin’s extract so that, you can trick your problems and treat your skin. You can browse skin care products by Kiehl’s handpicked for the Halloween holiday season formulated with powerful, natural ingredients. The new limited edition products for the kids will be exclusively only be available during this period at the store.
Date of event : 31st October Event Period : 24th Oct-31st Oct Lead Time : 1st Oct - 23rd Oct
CHANGES IN THE STORE : There will be an entire window display in accordance to the Halloween theme which will be decorated and will be given a feel of party as arranged by Mr. Bones where every customer will be invited to come and join the exclusive Bones’ party and enjoy the limited and exclusive products. Various spooky yet fun elements such as pumpkins, spider webs, skeletons and bones will be appropriately placed to create the ambiance of the event as well as go with the brand identity by incorporating the mascot. There will be a separate Exclusive Kids Products display in the centre of the store on a Feature Fixture, which will have a creative merchandise display to launch the new arrivals for the new market introduced by Kiehls, i.e. the kids category. Apart from the major window display there will be other elements such as candies at the counter, beakers with nitrogen gas to create the spooky effect to add on to the theme of the store.
MATERIAL : PVC - Pumpkins POP- Skeleton Wire- Trees Velvet Fabric - Flooring of the Window
PLANOGRAM
KIEHL’S
KIEHL’S
PUMPKIN EXTRACT
PUMPKIN EXTRACT
KIEHL’S
KIEHL’S
KIEHL’S
PUMPKIN EXTRACT
PUMPKIN EXTRACT
PUMPKIN EXTRACT
KIEHL’S
KIEHL’S
PUMPKIN EXTRACT
PUMPKIN EXTRACT
KIEHL’S
PUMPKIN EXTRACT
Feature Fixture (New Arrivals - Exclusive merchandise display)
BUDGET
PVC
POP
Material : PVC- Rs. 1000 POP- Rs. 500-700 Wires- Rs.1600
Craftsmanship : Rs. 30,000 Transportation : Rs. 5,000
Bonsei Training Wire
EVENT PROMOTION
PRINT & DIGITAL MEDIA Print ads. in the form of invitation in fashion and lifestyle magazines. Pamphlets along with Health and Yoga magazine to promote the Kiehl’s new pumpkin extract products to add to its natural ingredient drive. Digital still ads. in airports to attract the tourists to visit the store and get skin treats for their close ones during this upcoming halloween holiday season.
EXCLUSIVE PRODUCT LAUNCH In order to expand the target market to kids, Kiehl’s will be specially launching an exclusive product line for the Kids, only adding to the fun and excitement of the halloween season. Gift sets and Top picks for halloween to spoil your loved ones. Special line of unisex products exclusively available for this period of time which will have the october special pumpkin extract as ingredients.
SOCIAL MEDIA Change in the website design of the brand to create awareness about the upcoming event with popups related to new arrivals and exclusive items. Updates on facebook, instagram and twitter pages to reach out to more people and invite them to the event of the season. Pop up videos on social media to highlight different ingredients and new products in accordance to the halloween theme.
Pamphlet 1:
Pamphlet 2:
BHAGYASHREE NAYAK TANISHA VERMA