Brand Presentation

AGENDA

I. DNA OF KIEHLS

II. AUTHENTIC BRAND HISTORY

III. CUSTOMER COMMITMENT
IV. PUBLIC RELATIONS
VI. RETAIL EXPRESSION
VII. BUSINESS OVERVIEW

KIEHLS SINCE 1851

Established in New York City, Kiehls founding family created
their East Village apothecary to fulfill the individual needs of
the vibrant, diverse customers who came through its doors
every day. Kiehls evolved from its early pharmacy roots to rely
on even more advanced science and the finest natural
ingredients - and today, its chemists formulate the finest skin
and hair care products that address the contemporary
concerns of Kiehls customers and fans around the world.

THE KIEHLS FAMILY

Mr. John
Kiehl

Irving
Morse

Opened the
first Kiehl
Apothecary in
1851.

A graduate of the
pharmacology
school at
Columbia
University
became John
Kiehls apprentice
and took over the
business in 1921.

LOreal
In the year 2000,
Kiehls joined
forces with
LOreal to help
the brand
development.
And LOreal Let
Kiehls Be
Kiehls.
Own Labs
Separate Offices
Dedicated Factories

Aaron &
Jami
Irving Morse's Son
& Granddaughter
continue the
Kiehls apothecary
legacy.

KIEHLS DNA

KIEHLS DNA

CODE

SIGNATURE
SENSE OF
PURPOSE

Kiehls Since 1851

Apothecary-inspired packaging and merchandising
Wood floors/brick walls/chandelier
Neon/NYC vibe/handwritten/quirky
Mr. Bones/motorcycle/airplane
KCR lab coats/ wing pin

Historic photos of founders/Kiehls NYC flagship

To provide the most exciting, engaging, prescriptive skincare
experience to men and women

Giving commitment to give back to our communities

VALUES,
PERSONALITY

Science highly efficacious natural ingredients + cutting-edge

technology
Respect for our customers, their skin, and the environment
Service Kiehl's Circle of Service, including personalized
customization and generous sampling
Quality in our customer experience and in our products
Personality: Honest, eclectic, warm, adventurous, enthusiastic

KIEHLS DNA: APOTHECARY

KIEHLS DNA: AUTHENTICITY

KIEHLS DNA: NEW YORK

KIEHLS DNA: SERVICE

KIEHLS DNA: ADVENTURE

AUTHENTIC BRAND HISTORY

HISTORY OF KIEHLS
Kiehls was founded in 1851 as an
apothecary pharmacy in New York Citys
east village.
While our pharmacy was selling
medications, herbal and natural remedies,
our patrons began requesting efficacious
skin and hair remedies that could not be
found in the city.

PURVEYORS OF THE FINEST SKINCARE

Relying on their extensive background of herbal, medicinal and
natural knowledge, our founding family started to create tailormade skin and hair remedies for the community using high
concentration of efficacious natural ingredients blended with
pharmaceutical actives.

The secret was a deep understanding of

each persons concern and the need to
formulate for efficacy and safety and not
for the product aesthetic.

PURVEYORS OF THE FINEST SKINCARE

Through the 1960s, Kiehls was

one of the top producers and
distributers of medicinal
salves, herbal remedies and
early pharmaceuticals,
including one of the first
penicillins as well as an aloe
vera-based cream to treat
burns that was widely
commissioned by the U.S.
government.

PURVEYORS OF THE FINEST SKINCARE

Since that time, Kiehls Since
1851 began developing
contemporary skincare products,
all of which were formulated and
tested using proven
pharmaceutical methodology.
Today, the company holds true to
its heritage integrating
extensive research, development
and safety testing for all its
products and formulating with a
balance of natural ingredients
sourced from around the globe
and the latest technologies.

PURVEYORS OF THE FINEST SKINCARE

Fundamental to our formulations
is the necessity to respect and
protect the skin barrier, the first
step to ensuring healthy skin.
Kiehls also minimizes the use of
masking fragrances and colorants
in our formulas. Furthermore,
rather than focusing on expensive
packaging or advertising, Kiehls
efforts are put forth towards what
matters most, the quality of the
formula.

SCIENTIFIC HERITATE TIMELINE

SCIENTIFIC HERITATE TIMELINE

SCIENTIFIC HERITATE TIMELINE

KIEHLS TODAY
Kiehls continues to follow a unique
business model set-forth by the
founding families which does not
rely on advertising for brand
awareness. Instead, awareness is
driven primarily through word of
mouth: utilizing sampling, PR and
digital communication. For over
160 years, Kiehls has been
committed to providing customers
with exceptional service, personal
consultations, and generous
samples of their efficacious
formulas.

OUR COMMITMENT TO OUR CUSTOMERS

OUR COMMITMENT TO OUR CUSTOMERS

Sampling Philosophy

Kiehls was built on sampling

Our philosophy is:
Try before you buy

LEADERSHIP IN SERVICE
All customers receive personalized service

We are here to serve you

A consultation with samples

LEADERSHIP IN SERVICE
WELCOMING
PARTING &
OFFERING
FOLLOW-UP

UNCOVERING
NEEDS

PRESENTING
PRODUCTS &
SAMPLES

MAKING A
SALE
COMPLETING
HEAD-TO-TOE
FINISH

LEADERSHIP IN SERVICE

LEADERSHIP IN SERVICE
SkinCare Consultations

LEADERSHIP IN SERVICE
KCRs are emblems of our service

NO ADVERTISING PHILOSOPHY

We rely on word of mouth and do no advertising

PUBLIC RELATIONS 3 PILLARS

BRAND HERITAGE FEATURED STORIES

KOREA

CHINA

CHINA

FRANCE

UK

CANADA

SOUTH AFRICA

HONG KONG

SKINCARE FEATURED STORIES

FRANCE

CHINA

JAPAN

UK

ITALY

MALAYSIA

TAIWAN

SINGAPORE

PHILANTHROPY THROUGH KIEHLS GIVES

Kiehls fosters partnerships and

relationships with celebrities and key
influencers for charitable causes.

No Paid Endorsements Kiehls

never pays any celebrities and/or key
influencers to endorse our products.

Kiehls offers a donation to a charity

in their name for their support of our
events and programs.

Improve
in some way the quality of the community to which we are committed
CHINA

SINGAPORE

PHILANTHROPY FEATURED STORIES

ITALY

SPAIN

KOREA

CHINA

SINGAPORE

CHINA

JAPAN

KIEHLS LIFERIDE FOR AMFAR - US

TO BENEFIT THE AMERICAN FOUNDATION FOR AIDS RESEARCH

CHINA

KIEHLS ROCK TOUR - GERMANY

TO BENEFIT CHILDRENS CHARITY DIE ARCHE

CHINA

RARE EARTH LIMITED EDITION - CHINA

TO BENEFIT SHAN SHUI CONSERVATION CENTER

CHINA

SOCIAL MEDIA EXPRESSION

DIGITAL EXPRESSION

RETAIL EXPRESSION

RETAIL EXPRESSION

RETAIL EXPRESSION

RETAIL EXPRESSION

RETAIL EXPRESSION

GLOBAL BUSINESS OVERVIEW

KIEHLS NET SALES GROWTH

KIEHLS TOP 10 MARKETS

1. US
2. Travel Retail Asia
3. Hong Kong
4. China
5. Korea
6. UK
7. Canada
8. Taiwan
9. Japan
10. Spain
*T3012 Sell in

ALL ZONES DOUBLE DIGIT GROWTH

DISTRIBUTION OVERVIEW
Norway

Finland
Russia

Sweden
Germany

UK
Canada

China
Korea

Belgium
Hong Kong

United States

Switzerland
Puerto Rico

Japan

France

Taiwan

Greece

Mexico

Portugal

Panama

Philippines

Turkey

Dubai

Malaysia

Kuwait
Colombia

Singapore
India

Brazil

Chile

Thailand

Spain

Indonesia
South Africa

Argentina

44 Countries

Australia

New Zealand

NUMBER OF DOORS WORLD WIDE

DIGITAL

FREE STANDING STORE

DEPARTMENT STORE

RETAIL MAPPING
Service/Excitement
+++

Selective
Credibility/Expertise
---

Credibility/Expertise
+++

Mass

Service/Excitement
---

Pharmacy

GLOBAL PRESENCE ON-LINE

2010

2011

2012

2013

E-Commerce
Sites

12

18

21

E-Marketing
Sites

15

12

16

23

36

Total #
Countries

GLOBAL PRESENCE SOCIAL

With 30 active Facebook pages and 21 local Twitter pages, Kiehls social content is pushed to more
than half a million fans and almost 80,000 followers on a daily basis.

732,106 Global Facebook Fans*

UK
Turkey
Taiwan
Spain
Russia
Manila
Middle East
US
Italy
India
Greece
France
Colombia
Canada
Australia

78,014 Global Twitter Followers

Middle East
Thailand
Switzerland
Singapore
Mexico
Malaysia
Korea
Japan
Indonesia
Hong Kong
Germany
Denmark
Chile
Brazil
Argentina

Australia
Chile
France
Greece
Indonesia
Korea
Manila
Panama
Singapore
Spain
US

3,634 Global Pinterest Followers

US
India
Canada
Greece

*China 170K fans different platform

Canada
Colombia
Germany
India
Japan
Malaysia
Mexico
Singapore
South Africa
UK

UK
Manila