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Print-Ad-Presentation

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Sarah Collins

Kiehl's is a 151-year-old American skincare brand known for using natural ingredients. It was founded as an herbal pharmacy and acquired by L'Oreal in 2000. Kiehl's relies on word-of-mouth marketing and sampling rather than traditional ads. A new print ad will feature Sean Connery endorsing Kiehl's best-selling anti-aging serum to target men aged 30-60 who are concerned with reversing signs of aging. The simple black and white ad aims to enhance Kiehl's image of luxury and prestige.

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HR204 Print Advertisement Group Presentation
Print-Ad-Presentation
History of Kiehls  American cosmetic brand specializing in premium skin, hair and body care products.  Founded by John Kiehl in 1851  Khiels began as a homeopathic pharmacy located at 3rd avenue in New York city  They use all natural ingredients in their products  In April 2000 the French beauy and cosmetic company L’Oréal aquired Kiehls.
Background of Khiels advertising  Strong focus on customer service  Rely on word of mouth for marketing/advertising  Focus on extensive sampling and free gifts to further market their produts rather than traditional advertising.  Distributes about 8.5 million sample units each year and offers free product refils to its customers.
Prestige and Product Advertising  Enhances the prestige of a company’s branding and it’s products/services  Directed towards potential customers  Influences purchasing effectively Why?  Nature of the Product  Classy appearance  More up-market  Aimed at a specific demographic (older men)
Why this Demographic?  30 – 60 years old  Sensitivity about ageing, negative impact on appearance and self image  Society’s high standards  Require a boost of confidence and self esteem during this period of life  Rejuvenation
How can men reverse the effects of ageing?  Kiehl’s “Midnight Recovery Concentrate” serum is the answer  One of Kiehl’s most successful products and featured recently in Arnott’s Christmas Gifts magazine  Contains “pure essential oils and distilled botanicals to visibly restore the appearance of skin by morning”  99.8% naturally derived ingredients & paraben-free  Social Responsibility – recyclable materials
Why Sean Connery?  Connery played role of James Bond 1962 – 1983 (from ages of 32 to 52)  Reputed worldwide for his sophistication, handsomeness and class  An ideal candidate for our advertisement as our target market (men between 30-60 years) view him as an icon and aspire to emulate him
The Advertisement  Dark colour scheme – grandeur, luxury & prestige  Simple Design – Appreciation of healthy skin in contrast to navy-blue hued black background  Association through endorsement  “Licence to Kiehl” – memorable play on words  Font exudes elegance & echoes Kiehl’s logo
Why will this Print advertisement work for Kiehl’s?  Kiehl’s can’t afford not to do this type of product and prestige advertising  Enhances brand image – direct appeal to target audience  Target audience gains recognition of the brand’s identity and values  Sean Connery heightens eminence of the high- end product that is Kiehl’s “Midnight Recovery Concentrate” serum

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Print-Ad-Presentation

  • 3. History of Kiehls  American cosmetic brand specializing in premium skin, hair and body care products.  Founded by John Kiehl in 1851  Khiels began as a homeopathic pharmacy located at 3rd avenue in New York city  They use all natural ingredients in their products  In April 2000 the French beauy and cosmetic company L’Oréal aquired Kiehls.
  • 4. Background of Khiels advertising  Strong focus on customer service  Rely on word of mouth for marketing/advertising  Focus on extensive sampling and free gifts to further market their produts rather than traditional advertising.  Distributes about 8.5 million sample units each year and offers free product refils to its customers.
  • 5. Prestige and Product Advertising  Enhances the prestige of a company’s branding and it’s products/services  Directed towards potential customers  Influences purchasing effectively Why?  Nature of the Product  Classy appearance  More up-market  Aimed at a specific demographic (older men)
  • 6. Why this Demographic?  30 – 60 years old  Sensitivity about ageing, negative impact on appearance and self image  Society’s high standards  Require a boost of confidence and self esteem during this period of life  Rejuvenation
  • 7. How can men reverse the effects of ageing?  Kiehl’s “Midnight Recovery Concentrate” serum is the answer  One of Kiehl’s most successful products and featured recently in Arnott’s Christmas Gifts magazine  Contains “pure essential oils and distilled botanicals to visibly restore the appearance of skin by morning”  99.8% naturally derived ingredients & paraben-free  Social Responsibility – recyclable materials
  • 8. Why Sean Connery?  Connery played role of James Bond 1962 – 1983 (from ages of 32 to 52)  Reputed worldwide for his sophistication, handsomeness and class  An ideal candidate for our advertisement as our target market (men between 30-60 years) view him as an icon and aspire to emulate him
  • 9. The Advertisement  Dark colour scheme – grandeur, luxury & prestige  Simple Design – Appreciation of healthy skin in contrast to navy-blue hued black background  Association through endorsement  “Licence to Kiehl” – memorable play on words  Font exudes elegance & echoes Kiehl’s logo
  • 10. Why will this Print advertisement work for Kiehl’s?  Kiehl’s can’t afford not to do this type of product and prestige advertising  Enhances brand image – direct appeal to target audience  Target audience gains recognition of the brand’s identity and values  Sean Connery heightens eminence of the high- end product that is Kiehl’s “Midnight Recovery Concentrate” serum