MUIREANN BYRNEGRÁINNE BYRNEKIMBERLY AKINDUROLIAM CONWAYSARAH COLLINS

HR204Print AdvertisementGroup Presentation

History of Kiehls American cosmetic brand specializing in premium

skin, hair and body care products. Founded by John Kiehl in 1851 Kiehls 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 beauty and cosmetic

company L’Oréal acquired 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 products rather than traditional advertising.

Distributes about 8.5 million sample units each year and offers free product refills 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)

Change in Target Market Main Market Traditionally Women

However Male Market Opening

Other Brands Taking Advantage

High Income Earners

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