a
e
r
O ' L
l
a
Br
z o h
4 1 0
2
a
Ta
l lil
H
c n e
st
d
n
m
or
how would you grow kiehl’s mens
business
Research portfolio
d
s?
Fig. 1. Yvonne Kone, 2014
y k r
d n a
i u ’ y Q l , i n ) m am a ‘Fu h g F tin not a ( ger na
Ma p o h
S
The Br
rand
John Kiehl takes over
1 5 8
1
4 9 8
1
The original 'apotheke' opens on the Lower east side
1 2 9
1
is h the
y r to Pharmacologist Irving Morse takes over
...naturally derived forumlas
9 7 9
1
Maintain brand ethos
Irving's son, Aaron, brings his passions to the brand
oo
2o
DAY O T
L'oreal buys out the familyowned brand
Fig. 4. Kiehls History, 2014
Brand
+ CREDIBILITY
Fig. 5. Credibility, 2014
d DNA
+ APPROACHABILITY
Fig. 6. Approachability, 2014
IDENTITY
FA
m Der
CREME
B
W
E
Fig. 7. Kiehls Identity, 2014
C IA
UE F L
L
ns o i t olu S ist g o l to a m RPS
REME
UE L B
d r o W
E
DE
AMIN
CO
H ER
M f o
T
ss o r C
L A B
F
CE
a S e re
ID
s e l mp
y r a ec
e c n e ol v e n be
h t e
s ERIEN n o P i t X lta
d MMUNITY e O t C tes nd a ed i r T
n
C A O
h t o ap
h t u o
su n o l C a n so r e P
ai r r e
l a ic
LE B LA C Y C RE H ERITAGE
un
x e is
S
Heritage and Trust
Excellent customer service Samples on every visit Natural global ingredents
W
Unisex branding appeals to all
th
g
n
e
tr
S
Highly supported by press and media
s
Less well known by average male consumer Limited channels to market Expensive price point attracts niche market
W
Limited brand-consumer conversation
e
a
k
n
e
s
s
e
s
T
No advertising= less contact with consumers Word-of-mouth strategy struggles with male consumer Don’t sell through supermarket channel where most men purchase
O
th
r
e
a
ts
No discount policy unlike competitors
Growth in male grooming industry In house editorialretailer magazine In-store environment & experiences to engage consumer Growing creative/ metrosexual culture
s
e
i
n
tu
ti
r oppo
Fig. 8.Swot, 2014
MING O O
GR
the Male UK Sk worth an
ÂŁ6o
(Guard
MING
MARKET
kincare market is n estimated
oom
dian, 2013)
Men's Skinca
ASIA 62%
fig 9, Global Skincare, 2014
'To convinc buy, you m directly t prior
Top 3 Skincare Treatments
(Pace
fig 10, Global Treatments, 2014
ANTI_AGING
Shaving
Moisturiser
Top 3 Purch
1 2 3
F
S
M
are Globally
WESTERN EUROPE 26%
NORTH AMERICA 9%
ce a man to must speak to his top rities.'
EASTERN EUROPE 2% MIDDLE EAST/ AFRICA 1%
‘Retrosexual Generation’
e, 2009)
hasing Influences
Fragrance
Special Offers
78%
men say it's important to maintain a good appearance
Multi-purpose Products fig 11, Retrosexual, 2014
Tr y e
Multi-functional
Fig. 13. Multi-functional, 2013
Scientific Innovation
Fig. 12. Innovation, 2013
K
s
d en
‘as men are l
save time, th
for multi-f
products tha problems’ (Tyrimou, 2012)
Man-Makeup
Shaving
g Up
in
looking to
hey’re looking
functional
at target sepcific
g Do in
wn
Go
Fig. 15. Shaving, 2013
Fig. 14. Tom Ford Makeup, 2013
Go
KEY
BRANDS
ts c u
d
KEY
o pr
clear brand iden
3 step treatments
anti- ageing
ntity
innovative ingredients
simple packaging
easy-to-follow steps
Fig. 16. Competitors, 2014
MEET
The RE-Man a new view on ‘Manhood’
Re connected Re configured Re constitued
=
3 Ke Tren
(LS:N Globa
ey nds
al, 2013)
Guides How-to Advice
Man-uals Friendship Connected Community www.mensshed.org
Mate-clubs Meeting Hang-out Experience
Recon-retail Fig. 16.1. Re-men, 2014
MODERN ARCHETYPES of male grooming Changing the way men
CREAT
O
HERO
E
X
P
L O
RER
perceive masculinity today.
OR
C
MAGI IAN
SAGE
RU
JESTER
VER
O L CAREGIVER
EVERDAY
OUTLAW
OCENT
RULER INN
Fig. 17. Archetypes, 2014
THE MEN
p
u ro
Click me
Fo
G s cu
'I a ne fe pr a
- (
I like products that accommodate my daily eeds- I play football a ew times a week so I need roducts focusing on that aspect of my life.'
(Corey, 2013) Fig. 18. Focus Group, 2014
The Brand
What do you think of Kiehls?
Their Pr
‘premium’ ‘mature’ ‘inconsistent’
‘I haven’t heard of it before’
Their concerns
Most ‘groomed’ part of your body?
roducts
Eyes
Beard
Lips Fig. 19. Focus Group Info, 2014
THE CONSUMERS
Fig. 20. Consumers, 2014
g
n o l 'as
job e th
it s a
s e o d ' y p p
ha m I'
'I
soa e us 's t a h
t LynX
Head & Shoulders
Imperial Leather
THE EMP CABINET
a
Routine:
PTY INET
nd
a p...
a
it' t ou
ab
Fig. 21. Routine 1, 2014
Dove Plus care
Routine:
e, m r 'fo im t s mo
Fig. 22. Routine 2, 2014
Gillette
Original Source
,
e
c pri
t
n a t r
o
mp
he t is
s t c u
t
tha
rod p ne o e n us a h I t ' e r o m ve a h e' s u
'
ng i h t
THE BASIC WASHBAG
Routine:
'I
tha
Fig. 23. Routine 3, 2014
s t c u
uy b I
d o r p
ha t a
'
s t n ie
d e r ng
i
t
fi e n e
b e v
Lab Series
ing
Clinique
THE SELECTIVE SHELF
Clarins
s t c u
rod p se k' r u o nly l w o l i w 'I W O KN t i a th
THE BRANDED BATHROOM
an r b ut o y tr o t m ke o i c l t 'I us j e av h t et' tha k r ma e h t o t n i
Molton Brown
Malin + Goetz
odu r p y u b 'I in e e s
Routine:
nds
me
'
Aesop
at h t s uct Q' G n
I
Fig. 24. Routine 4, 2014
MEET the professionals:
Oli 23, Ted Baker
Stuart 40, Fred Perr
e mor
one
on
ne-o
(S
3)
1 , 20
rt tua
’
res
o e st ke i c l i v 'I ser r e tom cus
ry
’
John 39, Paul Smith
Matt 23, Diesel
d pen
it a b
e mor
on k
wor hey
t to s y ow n p k p I ha ) as 'i'm 013 s t c tt 2 u a d (m pro d.' n r i a r the he b t t s tru Fig. 25. The Professionals, 2014 d n a
THE PROBLEMS
WHATS YOUR BIGGEST
GROOMING
y
e
r
G
G CONCERN?
ir
a
H
s
s
o
ir
L
a
H
i
u q
s Y
H
P
n i k
S Fig. 26. Male Problems, 2014
e
THE EXPERT
THOM WATSON Grooming Blogger
Fig. 27. Thom Wats
'you need to empower them and
emasculate them, ultimately me
in shops want to feel in charge a empowered'
Fig. 28. Instagram, 2014
'men don't want to go and speak to somebody, men just want to grab it off shelves'
d not
en
and
Fig. 29. Profile, 2014
son, 2014
THE 3 OP
for expanding K
Keihls lack expetise in hair care
HAIR LOSS
Inconsistent with current kiehls range
Fig. 30. Hair Loss, 2014
x x
YOUNG SKIN
Top Concern
Fig. 31. Young Skin, 20
PTIONS...
Kiehls male market
014
Growing market
High pricepoint, low income consumer
x x
High amount of competiors on market
HEALTH & FITNESS
Gap in Kiehls product range
Sport element has potential for communitydriven element Currently only attracting a niche consumer base
Fig. 32. Health& Fitness, 2014
The Focus Health & Fitness
‘Having sport in my
life allows me to have a release, meet like-
minded people and kee
my body in good shape’
Fig. 33. Climber, 2011
-Harry 22 (focus group)
e
58%
of men excersise weekly
35%
of men play sports weekly
ep
’
1 in 5 male toiletries users are interested in skin-healing ingredients for post-sports use Fig. 34. Fitness Infographic, 2014
Current Products
Fig. 37. Sports products, 2014
Fig. 36. Aesop, 2013
11% of male toiletries users are
interested in products with firming/toning ingredients.
(Mintel 2013)
BIG
IDEA
4
4
4 4 4
sports
hero products
survival kits
key health boosting ingredients
Fig. 38. Cyclist, 2014
Kiehl’s Badwater Ultramarathon
Part histo Kiehl’s earth day cycling relay
Fig. 39 Earth day cycle, 2014
THE SPORTS
Cycling
Running
Klaus Heidegger
Fig. 45. Swimmer, 2014
Fig. 43. Klaus, 2014
Fig. 41. Runner, 2014
Swimming Kiehl’s Mt. Everest expedition
t of Kiehl’s ory...
Mountaineering
Fig. 44. Everest, 2014
Fig. 42. Mountaineer, 2014
Fig. 40. Badwater, 2014
'Hero' Produc
+
Anti-chlorine Body Wash
Wind Recovery Spray
Muscle Relaxant Gel
Fig. 46. The Athletes, 2014
THE PRODUCT
The Athlete
Anti-blister Foot Rub
b
Main Range
Fig.49, Survival kit, 2014
+
Fig. 48, Kiehls range, 2014
y
Fig. 47.Hero Products, 2014
cts Survival Kits
=
l
‘a tribute to our belief in giving ba
supporting both the local communi
which we serve and the global comm which we live and thrive’ (Kiehls, 2014)
Fig. 50. The Kiehls Community, 2014
THE COMMUNITY
The Kiehls Community M
+
Mission
ack; in
ities in
munity in Fig. 51. Man Club, 2014
+
Man-Club
‘reigniting friendships through shared interests’ (LS:N Global, 2013)
Fig. 52. Athletes, 2014
= THE WEEKEND ATHLETES
WEEKEND
ETES
1
a club, community and lifestyle.
2
events for likeminded individuals
3
hangouts to connect around shared interests
‘social vibe and a nod to alternative thinking is as important as the science’ (Stylus, 2013)
Talilla Henchoz Shannon Peter Lauren Wilsom