Page 1

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


L'Oreal Brandstorm Kiehl's Research Document  

A visual research report for the initial stage of the L'Oreal Brandstorm competition for the brand, Kiehl's. The idea is to launch a new mal...

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