Kiehl’s
Product and brand visuals developed for Kiehl’s strategic repositioning campaign, aimed at reinforcing the brand’s relevance with Gen Z.
Role Art Direction, Design
Client
Kiehl’s
Year
2021
Theme
Brand Repositioning, International Brand Campaign
Team
Creative Directors: Youri Guerassimov, Gaetan du Peloux
Creative & Copywriter: Olivier Dermaux, Gregory James, Xander Smith
Art directors: Jules Perron, Emilie Ramain, Agata Sienkowska
Agency: Marcel (Publicis Groupe)
BRAND REPOSITIONING CAMPAIGN
The main objective of the campaign was to highlight the unrivalled efficacy of Kiehl’s products, rooted in scientific research and proven results.
By emphasizing the brand’s commitment to performance, the campaign aimed to reinforce trust and credibility among skincare-savvy consumers.
At the same time, the campaign sought to reinvigorate Kiehl’s heritage by bringing its apothecary roots into a more contemporary narrative — making the brand more appealing to a younger audience.
Immersive Beauty Experience
Important part of the project was to create an immersive world of the Kiehl’s products, ingredients and expertise with impactful point of sale materials and digital outdoor visuals.
The examples presented above are prepared for the Kiehl’s Retinol Serum, one of the brand’s bestselling anti-age product.
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