Due to Kiehl's relatively low brand awareness and advertisement, consumers basically recognize it by external stimulus, a friend's experience and review on its products. This is known as its famous word-by-mouth endorsement.
It is necessary for consumers to perceive Kiehl's as a skincare brand that invest heavily in research and development and constantly comes out with new product innovations that are beneficial and effective, and improvement on existing products with enhanced results. In order to stand out from other competitors from a consumer's evoked set, Kiehl's develops its exemplary customer service, retail brand experience and general sampling program. Kiehl's does not hire make-up experts, rather, they prefer to hire a diverse range of people like artists and athletes, all of whom are naturally engaging and have an aptitude to learn and teach about cosmetics. Their sales people, called "retail partners", are professional beauty consultants who had undergone intensive training that drills them in the chemistry, use and application of Kiehl's products.
The main bases of Kiehl's customers are young crowds from mid-20s to mid-30s. In spite of its stable women section, male consumers are steadily increasing. Most of them are working classes.
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