When it comes to advertising, Kiehl's, whose philosophy of not spending money on advertising or packaging has endured throughout its existence, sticks to that policy even as a part of multinational L'Oreal.
Kiehl's believes in developing positive image of itself on its customers through word-of-mouth strategy and building emotional connection with its customers. The company's core values, which includes 100 percent money-back guarantee, a staffing level that is two time the industry average and free consultations, has been key to establishing its relationship with customers. Also, I think that the generous samples of its hair and skin care products it gives out to customers to try before they actually make a purchase is a kind of low-key, low-pressure image it exchanges for a slick of advertising.
Kiehl's has a good press relation to major magazines of different styles, from fitness, living style to fashion magazines. This is one of the methods Kiehl's applied for its new-product publicity.
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