Kiehl’s Since 1851 is the venerable New York-based purveyor of fine quality skin and hair care is part of L’Oréal’s Luxury Products Division. Kiehl’s does not advertise, instead relying on valuable product placement and word of mouth. Kiehl’s launched in New Zealand in 2010 and in March 2013 opened its first flagship boutique in a redeveloped area of Downtown Auckland. The challenge was to reintroduce fashion & beauty media to the Kiehl’s Brand through the launch of the new store.
Pead PR proposed promoting the new store as an exciting destination reflecting the signature features and the 160-year Kiehl’s apothecary heritage. Activity included in-store theatre featuring staff in lab coats serving Kiehl’s-inspired bespoke cocktails by an award winning mixologist. New York inspired canapés were prepared by an acclaimed chef and brand endorser and the client’s opening speech culminated in the roar of a pack of Harley Davidsons outside the venue as a nod to the Kiehl’s founder’s love for the bikes.
The talk of the town event attracted a 95 per cent turn out of media & celebrities, superb feedback from guests, instant social media coverage and compelling event & subsequent consumer and trade media coverage that provided Kiehlís with an ROI of 16:1 on its investment in the PR program.