For new store openings, Kiehl’s works to understand its new location and develops a unique approach for each market. For its Upper West Side store in New York, Kiehl’s focused on the importance of Central Park to the area residents and supported improvements to a local playground. For their Palo Alto store opening, Kiehl’s surprised some Stanford medical school students by purchasing one of their textbooks and providing information on Kiehl’s products.
In addition, Kiehl’s has been able to put a creative spin on some more traditional mass marketing techniques. For example, Kiehl’s utilized a mobile marketing van and organized surprise visits to everyday heroes and under-recognized members of the community, from firefighters to waste management workers, drumming up invaluable press coverage along the way.