Kiehls since 1851 is a leading cosmetics company today even though back in 1851 it started as a old-world apothecary in New Yorks East End. Still operating out of New York City’s East Village Kiehl’s is finally getting around to launching its first branch in Tokyo. The new outlet, located in Shinjuku Isetan, will offer over 140 balms and beauty products, all made with natural ingredients and eschewing preservatives.
Before the opening on 6th November Kiehl’s was sticking to its “no advertising” policy and preferred that customers learn about the company through word of mouth. Shoppers were invited to take part in a “nine-week discovery program,” during which a special counter was set up on Isetan’s second floor, where trained staff offered one-on-one counselling and sample products tailored to suit the needs of hopefully soon to be customers.
The brand Kiehl's itself was included into the L'Oreal cosmetics group in 2000. This opened up new possibilities in spreading over the world. L'Oreal's management for their sub-brands tried it's best to provide tailored and stable brand marketing in promoting them overseas. "We want to keep our existing format, of either stand-alone or shop-in-shop, for Kiehl’s. That means we will be quite demanding in terms of space, but we know what we can deliver in terms of sales and business." L'Oreal Scental General Manager Rémi Chadapaux
Kiehl's can today be found in over 30 countries and following the Isetan store, already a second Japan location was established in Yokohama. (Japan Today)
Kiehl's can today be found in over 30 countries and following the Isetan store, already a second Japan location was established in Yokohama. (Japan Today)
