Pure Beauty

Kiehl’s revamps East Village, New York flagship

By Julia Wray | Published: 16-Sep-2022

A creative campaign, ‘We Skincare About You Since 1851’, will also highlight the brand’s heritage values

Kiehl’s has modernised its flagship store in New York City’s East Village.

The apothecary brand’s revamped store incorporates Kiehl’s ‘skin care favourites’ and skin care experts for consultations, as well as in-store technologies.

These range from assessment tools to analyse skin health, to DermaReader Diagnostic Assessment technology that enables the creation of a skin care routine on site.

It is also introducing aesthetician-led facials at the flagship store as part of a pilot programme.

The iconic city’s East Village has housed Kiehl’s flagship store for more than 170 years.

<i>The newly unveiled store includes assessment tools to analyse skin health</i>

The newly unveiled store includes assessment tools to analyse skin health

In tandem with the upgrade and reopening, the L’Oréal Luxe Division-owned brand will run a new creative campaign this month called ‘We Skincare About You Since 1851’.

The campaign claims to highlight Kiehl’s core values, such as generosity, personalised customer service and commitment to philanthropy.

“From our humble beginnings as an apothecary, we at Kiehl’s have long been committed to a unique business philosophy that is centred around enhancing our communities all over the world,” said Leonardo Chavez, Kiehl's Global Brand President.

“Whether that's through our products, the exceptional service we provide in our stores, our longstanding pledge to giving back, or ongoing sustainability efforts—our Kiehl’s communities are and always will be our biggest motivation.

“Our new brand campaign is a celebration of that; it showcases our history of skin care expertise through the true faces of the brand—our Kiehl’s Skin Pros.

“The campaign is an ode to the brand’s heritage, where we are today, and where we’re going.”

“As we look back on our 171 years of heritage and service to our communities, we're pleased to take this moment to look ahead to our future with our beautiful new historical Flagship in the East Village and our meaningful new ‘We Skincare About You’ campaign that highlights the incredible personalised service our Kiehl's Skincare Pros offer our customers,” added Kiehl's General Manager, Ramzy Burns.

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