L’Oréal owned pharmacy brand Kiehl’s opens a new own-name store in the 6th arrondissement of Paris
On 4 July, L’Oréal owned pharmacy brand Kiehl’s opened a new own-name store in the 6th arrondissment of Paris at 2 rue de Sèvres.
The firm is already present in the street, in the Bon Marché department store at number 24. The new 92sqm space stocks the whole range of Kiehl’s offerings, but also includes a dedicated barbershop for men, offering hot towels, facial scrubs, shaving and moisturising. The look and feel is similar to other Kiehl’s outlets, with whitewashed brick walls, wooden cabinets, blackboards announcing the products and wooden flooring.
The move to cater for men is partly driven by the firm’s recent launch of Oil Eliminator, a range of three products consisting of an exfoliator (€23 for 200ml), anti- shine detoxifying mist (u21 for 180ml) and absorbent moisturiser (€25 for 75ml).
The firm flagged up the official opening by giving away travel-size products outside the store at 6.30pm every evening from 25 June onwards. Each day had a theme, such as moisturisation or anti-ageing, and products included Ultra Facial Cream and Moisturizer, Powerful Strength Line Reducing Concentrate, Powerful Wrinkle Anti-Ageing Set and Ultra Light Daily UV Defense.
A selection of French celebrities were invited to the launch event, ensuring coverage in French media. These included former Miss France Sylvie Tellier, TV presenter Doria Tillier, actor Thierry Frémont and literary critic Augustin Trapenard.
Patricia Mansfield-Devine, Rennes