KIEHL’S Implementation
Rose Lewis/ Sophie Marjoram/ Kathleen Wilkinson
Contents
01 02 03 04 05 06 07 08 09 10 11
Aims Objectives Key research findings Big idea Big creative idea Strategy Products Product development In-store Online Promotions
01
AIMS
What’s the aim? The central focus throughout this project was to increase Kiehl’s’ male consumer base. As previously stated, the brand offers both unisex products and those specific to males. Males make up one third of the brand’s consumer base within the U.S, whilst Kiehl’s’ Asian male audience continues to rise. However this is not the case within the UK, meaning that the key aim for the subsequent strategy was to increase awareness for Kiehl’s within the male market.
Fig 1
02
OBJECTIVES
What’s the objective? The predominant objective in achieving the aforementioned aim for the project was to increase male awareness towards Kiehl’s. In the wider picture, this also meant a change in male perceptions towards beauty products was vital. This subsequently formed another intention in reaching our aims for the project.
Fig 2
03
KEY RESEARCH FINDINGS
***
* **
****
What’s the insight? Previous research led us to two major insights, enabling us to move forward in implementing a strategy from this. Firstly, it was found that the ever-evolving 21st century male can no longer be grouped within broad tribes. Rather than being typecast as a ‘lad’ or ‘metrosexual’, the modern man will have many elements that make up his identity. Kiehl’s’ in-store visual merchandise adhered to this categorisation, featuring motor- bikes that were representative of a clichéd male type. Secondly, research highlighted that Kiehl’s’ product visuals were confusing to the male market, conflictingly being both quirky and pharmaceutical. *Costa, M., 2012 **Lewis R., et al B., 2013 ***Lewis R., et al A., 2013 ****Rodriguez, G., 2012 *****Kiehl’s staff, 2013
*****
Fig 3
04
BIG IDEA
What’s the big idea? In understanding the complexities of the modern man, our big idea for Kiehl’s moves away from defining males by personality types; instead, it focuses on classifying consumers through key life stages. Kiehl’s previously affirmed their widereaching male consumer base. With this in mind, our concept is all-inclusive, targeting men at every stage in their life. This would ultimately set Kiehl’s apart in becoming a one-stop-shop for the typically unenthused male shopper. The ensuing concept caters to a man’s every need throughout life by taking a uniquely positive approach to ageing. Its focus is on being pro-age, not anti-age.
Anti anti-ageing
A focus on every life stage
All-inclusive Fig 4
“
WE FEEL THAT WE HAVE SOMETHING FOR EVERYONE HERE BECAUSE OF THE SELECTION OF PRODUCTS, FOR ALL AGES, FROM HEAD TO TOE, MEN AND WOMEN. YATES, S., 2013
05
BIG CREATIVE IDEA
Fig 5
Getting creative... Our big creative idea for Kiehl’s centers on a skincare range that celebrates the defining stages in life for a man. Age is a stigmatised concept; given this, the products within our range are not prescribed for a set age group. Rather, they are determined by mindset. Entitled ‘The Prime Line’, the all-inclusive range goes by the ethos that one can be ‘at their prime’ at any point in life. Each product within the range reflects this inspiring mentality, whereby their shapes have specifically been designed to compliment each life stage.
06
STRATEGY
Getting strategic... The Prime Line is a range of moisturisers, whereby the properties of each product within the range differ according their representational ‘life stages’. A moisturiser has formed the product of choice across the range, due to its versatility and essentiality for all ages. The Prime Line targets four key life stages; experiment, discovery, balance and reward.
Fig 6
07
PRODUCTS
“
WHAT WHO PRIME IS FOR THE
RADICAL
Product Language The Prime Line has been envisaged to have a dynamic, forward-thinking attitude. The language used to promote the range would reflect this, being direct and practical in its approach. The summarising sentences for each product portray this, in which the phrase ‘prime is’ has been used across the line; for example, ‘prime is to be experimental’. The Prime Line’s additional product information headers further suggest no-nonsense, with the pronouns ‘who’ and ‘what’ being simple product distinguishers. Their following descriptions also emphasise this. Phrases such as ‘the radical alpha’ are concise yet impressionable, whilst sentences including, ‘a day and night moisturizing duo to slot into your routine’ cleverly play on the products’ shapes and attitudes.
ALPHA
TO
EXPERIMENT
SPRAY
AND GO “ TO SLOT INTO
“MOISTURISING DUO A DAY AND NIGHT
“
LOYALLY
YOUR ROUTINE NOURISHING
Fig 7
Product shape The shapes of every bottle within The Prime Line have specifically been designed to compliment the inspiring mentality that they represent. For example, the ‘Balance’ duo moisturisers are stackable, slottable blocks; this form reflects the stable lifestyle of the product’s intended consumer. Similarly, the ‘Experiment’ vaporising moisturiser takes the form of a spray can. Both its unique, straightforward design and graffiti can-reminiscent bottle would correspond with an experimental lifestyle seamlessly.
Experiment
Discover
Balance
Reward Fig 8
SHAPES MATTER - MEN EQUATE JARS TO WOMEN’S BEAUTY PRODUCTS SO USE PUMPS AND TUBES INSTEAD
“
CHRZAN, J., 2010
Product Graphics With a matte black finish to every bottle, The Prime Line’s graphics are both streamlined and modern in their approach. This reflects the forward-thinking attitude of the range, whilst also taking on board the comments concerning Kiehls’s’ inconsistent, traditional graphics from previous research. The refined, on-trend colour scheme works in harmony with both the jaunty and linear nature of the products’ typography. Outlined in a recent WGSN beauty trend report, ‘Mix shiny- and matte-black finishes to create a multi-textural look. The focus is on smooth surfaces for a sleek, sophisticated look’ (Yee, T., 2014.)
Fig 9
“
BLACK, WHITE, AND PURE CONTRAST. THE ULTIMATE ATTENTION GRABBER, HIGH CONTRAST BLACK & WHITE PACKAGING IS A TRIED & TRUE SOLUTION THAT EVOKES ON-SHELF ATTENTION THE DIELINE, 2014
Product packaging Each product within The Prime Line corresponds with a matching bag, whereby its illustrations reflect the attitude of the product. The monochrome finish of the bags mirror that of the products’ graphics, whilst the playful essence of the artwork fits with Kiehl’s’ quirky persona.
Balance
Discover
Experiment
Reward Fig 10
As detailed above, a postcard specific to each product in The Prime Line would be placed in its corresponding bag. These postcards again reflect the range’s tone-of-voice in both their direct aproach, and monochromatic finish.
Product profiles
The Prime Line’s four key products have been detailed overleaf, whereby their attributes give them a somewhat humanised quality, emphasising their representational lifestyle depictions. The products’ imagined mock-ups have been displayed, as a pose to their genuine prototypes. The copy presented would be used in the forthcoming staff handbook.
For who? For the radical alpha What does it do? A spray and go moisturiser What you need to know: Presented in an innovative spray format, this light, non-greasy moisturiser is the skincare answer for the male that loves to experiment in life. This product reflects the attitudes of its target customer, embodying a youthful mentality that isn’t just restricted to the younger market. ‘Experiment’ represents the notion of living with little consequence, and is ideal for the embracing, positive man who is inspired by new approaches. The vaporising quality offers an appealingly refreshing aspect to the skincare routine, especially encouraging to the more uninformed customer through its unique application.
Fig 11
For who? For the focused adventurer What does it do? An energising caffeine moisturiser and on-thego vial. What you need to know: This energising moisturiser is delivered as a two-piece product, with an aesthetically pleasing bottle for the shelf at home, and an additional on-the-go vial to assist the voyaging male. This product celebrates a vibrant stage of life - aimed at the customer who is actively discovering. Whether this is exploring themselves or a new part of their life, ‘Discover’ acts as an instant re-vitaliser, enriched with caffeine to keep the skin alive and awake on their driven journey of development.
For who? For the well-rounded man What does it do? A day and night moisturising duo to slot into your routine What you need to know: Contained in effortlessly stackable blocks, this hydrating day and night moisturising duo caters to the man who strives for stability in life. Both the solidity of the bottles and their slottable features mirror the outlook of its target consumer. The ‘Balance’ duo aims to enhance the lifestyle of the steady, levelheaded man, whose daily activities instill a fulfilling structure within his routine.
For who? For the unbounded male What does it do? A loyally nourishing moisturiser for everyday use What you need to know: Presented in an expansive bottle with a nofuss pump dispenser, the ‘Reward’ moisturiser provides all-round nourishment to compliment the varied lifestyle of its target male. ‘Reward’ embodies the idea of well-earned indulgence. The versatile nature of the product assists the user in their self-satisfying escapades.
08
PRODUCT DEVELOPMENT
The development process Here the development process of our bottle creation has been visualised; in this instance, we looked to various forms of existing graphics in order to inspire our own creations.
Fig 12
The moodboard above further displays the influencing content for our final product designs; here, various bottle shapes were focused on in appealing to certain age groups and mindsets. Overleaf, further developments of the creation of our bottles have been presented.
Fig 13
09
IN-STORE
Staff store handbook An integral part of the Kiehl’s experience is the brand’s renowned consultancy service, as well as its customer care. Given this, our primary in-store concept takes the form of a detailed staff manual contrived specifically for The Prime Line, so as to ensure all staff are well-informed ambassadors of the range.
Fig 14
Fig 15
THE SECRET OF THE BRAND’S LONGEVITY & SUCCESS IS THE EXPERT SKINCARE & HAIRCARE ADVICE DELIVERED IN A WARM & APPROACHABLE WAY, TO CUSTOMERS WHO VISIT A KIEHL’S STORE OR COUNTER
“
YATES, S., 2013
Interactive window
An interactive window has been imagined to be fitted across all Kiehl’s stand-alone storefronts. Its screens would bring The Prime Line to life, mirroring the statement attitude of the range. Firstly, the screen would ask audience’s whether they are the ‘Prime cut of man.’ This ambiguous question would generate intrigue from men, appealing to their sense of self-pride and compelling them to interact with the screen. If the consumer chooses ‘yes’, the screen would then ask them to pick one of the four attitudes that represent The Prime Line products. After this, the consumer would then be invited to enter the store to uncover the meaning behind their chosen word.
Fig 16
Visual Merchandising Inside stores, The Prime Line range would be displayed on a white, circling conveyor belt. The aim of staging the product range on this rotational format is to reflect the evolving nature of the products’ attitudes and intended consumer. The display will also create a talking point instore. An interactive screen will additionally be placed next to the range, allowing staff to provide more information about the product range to customers.
Fig 17
In-store development
The pictured moodboard illustrates the development process for our imagined in-store concepts, displaying the content that inspired these endeavours. Interactive elements formed a crucial focus, as well as existing staff manuals and loyalty card creations.
Interactive windows
Brand handbooks
Loyalty card schemes
Visual merchandise Fig 18
10
ONLINE
The Prime Line online The Prime Line’s online extension would further embody the range’s lifestyle-centric appeal. Its page would be shown on Kiehl’s’ main site, yet accessed on a separate website so as to convey exclusivity. Users would be provided with the option of searching by ‘attitude’ or ‘product’; if ‘attitude’ is selected, they would then be shown a ‘product portrait’ of each bottle’s signifying attitude, whereby a video based on this would play to the user. The multifaceted nature of The Prime Line’s website would enhance the range’s behavioural focus.
Fig 19
Online development The development process for The Prime Line’s website concept has been detailed in the moodboard above, presenting key influencers in terms of this. These include sites such as the cleverly personalised ‘Two Socks’, as well as the Web Development site ‘A Higher Plain’.
Fig 20
11
PROMOTIONS
Fig 21
Fig 22
Promotional videos A short film series based on The Prime Line product collection has formed an integral part of the range’s communicational strategy. Each film profiles a different person, whose lifestyle embodies the attitude of a Prime Line product. For example, the first video centers on ‘Prime is…To Experiment’, featuring a retiree whose renewed sense of freedom has allowed him to experiment more in life. Additionally, the ‘Prime is… To Discover’ short charts 43 year old Alex Smith, founder of Ideas On Paper, Nottingham; Alex has been granted the satisfaction of rediscovering his passions since setting up his own business.
Fig 23
Fig 24
Although certain age groups could easily be inferred to each product attitude, these videos represent the notion that different outlooks can be held at any point in life; this aims to inspire in challenging ageist beliefs. The series’ inclusion of ‘real’ people as a pose to glorified figures allows men to relate to the characters’ situations, in turn influencing them to a greater extent. These videos would be accessed in both Kiehl’s’ stores and The Prime Line’s website.
To round it off... To summarise, our proposed concept for Kiehl’s adheres to the initial aims and objectives outlined at the beginning of the project. The Prime Line’s all-inclusive ethos would assuredly help increase Kiehl’s’ male consumer base, appealing to a broad spectrum of age groups, as well as supporting Kiehl’s’ wants of targeting a wide audience. The range’s focus on ‘attitude’ as opposed to appearance-driven concerns would encourage change in male perceptions towards beauty, making it a more relatable concept for men. Ultimately, The Prime Line aims to promote a positive outlook for every stage in life; this sets it apart from other beauty brands in being pro-ageing rather than anti-ageing.
PRIME IS... Kiehl’s