In a team of three, we designed a new international marketing strategy to attract men to the Kiehl’s brand.

2. Carolina Vargas – Daniel Rodriguez – Andres Vargas

3.  The opportunity
 The competition
 SWOT
 The customers
 Selected customer
 Trends and symbolism
 The product
 The Heroe
INDEX

4. THE
OPPORTUNITY
SHAVE CAREBATH CARE
Organic and eco-friendly
product add transparency
Skin caring properties
help to reassure
consumers
Quick and easy
application
HAIR CARE
Botanical/herbal
formulations help
80%
Hair and bear
care influence
in their look
10%Annual growth
in emerging
markets for
shave care

5. THE
COMPETITION

6. S W
O T
- Expertise and experience
- Pharmaceutical differentiation
- Social impact oriented
- Mass and traditional
marketing lack & low brand
awareness compare to
competition
- Unappealing Product
package
- Men customers are still
uneducated
- Open retail spots attractive
for men (Falabella)
- New E-commerce
competitors with value futures
at lower costs.

7. Fashio
n
Basics Complete
Follow
er
High Spend
Low Spend
THE
CUSTOMERS
Traditional

8. SELECTED
CUSTOMER
Trendy
Health
y
Social
Macho
Go
with
the
Basics
Simple
Successful
Professional
Practical

9. SELECTED
CUSTOMER
He still
wants to
be a
Macho
He
remains
uninforme
d
“Eventhoug
h
I now clean
the
house…”
“I have a lot
of friends
but…”

10. EDUCATE them starting
with the BASICS…
…and the BASICS are?

11. queen Queenqueen HeroQueen

12. OLD MAN HeroOLD MASTER

13. BIZARRE HeroBRILLIANT

14. A man has to take care of his
masculinity, face and facial hair
will teach him how…

15. offer a product with which he is
identified
1st

16. offer a product with which he is
identified
1st
Color
Application
Packaging

17. Men will buy style not beauty

18. 1 2
7
4
6 5
3
8
2nd

19. 1Women

20. 2
3
Samples
2.0

21. 4

22. 6 5

25. allow better contact3rd
Clear
information
Instant
sampling
Instructions

26. 7
8

27. Bad days… Best days…
Even heroes need to take care of
their facial hair.