Analyzed the status of Kiehl’s: - SWOT analysis of the Kiehl’s brand when it comes to male beauty products - Business performance - Products (packaging, visuals, ranges, geography, claims, USP <unique>) - Market share and ranking - Positioning and image - Pricing - Consumers - PR & Digital strategy - Retail strategy - Merchandising - In-store & online activities [Entry for Loreal Brandstorm 2014]

1. ARE MEN GETTING
MANSOMER?
Nikhil Saraf | Paarmi Modi

2. Market Scenario
Market Size : $433,336.3 (US Million)
CAGR: 3.0%
$68735.5 $27520
$122059
$22766
Men’s grooming 7th
largest sector
$33595.1 [2012]
$40,369.8 [2017]
CAGR: 3.7%
Per Capita
Consumption
$4.8
Market Size – $6088.5 (US Million)
CAGR – 6%
Per Capita – $1.5
2012-17- 33.6%
Market Size – $707.7 (US Million)
CAGR – 14.8%
Per Capita – $0.6
“The men’s grooming market has boomed in recent years as increasing amounts of men wanting to
look their best look to products specifically targeted towards them to do the best job possible. To keep
up with demand, the market is becoming more segmented and expanding into new categories and
claims. For instance, typical feminine formats such as serum and eye cream have moved into the
male category.”
Emmanuelle Moeglin,
Global fragrance and
personal care analyst at
Mintel
Source: Euromonitor Data

3. Men’s Grooming
Products
“Men’s grooming has gone mainstream. Male skin care is one of the beauty industry’s fastest-growing
sectors, with more men adopting a grooming regimen, alongside exercise and eating right, as a
component of healthy living. It is observed that now men buy as much as half of male-grooming and
other types of consumer products. This is due to [a much greater] awareness and the need to be
presentable according to current trend.”
Sanjali Giri,
Senior Manager, Product
Merchandising,
The Body Shop India
8% Global share
Dominant Category
40% grooming revenue in India
Market Size: $2737.4 Million
50% Global share
60% from Asia Pacific
Upcoming categories: Anti-
ageing, Blemish removing, skin
brightening
India: Fragrances fastest growing at 33%
2.4% share of premium market
Market Size: 8219.1
India: 20% Growth in
professional haircare segment
Japan biggest market [$1.8
Billion]
Skincare
Shaving
Deodrants
Haircare
Western Europe biggest
market [18.5%]
11% increase globally
Bath & Shower
Source: Euromonitor Data; GCI Magazine

4. What does the
market say?
“Metrosexual man, the single young man with a high disposable income, living or working in the city
(because that’s where all the best shops are), is perhaps the most promising consumer market of the
decade. In the Nineties, he’s everywhere and he’s going shopping..”
Mark Simpson,
Man who coined the word
‘Mertrosexual’
Dermatologically
Tested
Ethical/Environment
Friendly
Aromatherapeutic
21%
11%
6%
14%
4%
3%
Marketed
as
29%
Botanical & Herbal
23%
Moisturizing &
Hydrating
1985
25%
1998
2011
52%
69%
Evolutionofthemetrosexualman
Men buying their
own grooming
productsPopular television shows such as “Queer
Eye for the Straight Guy” , “Suits”, “Mad
Men” and many more are and have
presented a shift in how men are
perceived. In these shows, men were
flattered, wooed and enjoyed much
attention. In addition, with the growing
number of magazines on men’s grooming
and lifestyle, as well as the increasing
popularity of websites selling men’s health
and fitness content, today’s metrosexuals
are becoming more hungry for grooming
knowledge.
Asian men
prefer skincare
products
Brazilian men
spend more on
deodorants
Russian men are
more conservative
with regards to
skincare products
Insights
Source: GCI Magazine, Spire Research

5. Stats, Trends and the
Future
“The aspirations and requirements of today’s young Indian men are rapidly evolving. With a surge in
disposable income, men are becoming more discerning and indulgent. In an evolving trend in India,
men are beginning to look at innovative grooming and personal care products created specifically for
them. The segment shows immense promise and is growing faster than the overall personal care
market in India...”
Nilanjan Mukherjee,
Head of Marketing,
Personal Care products,
ITC Limited
Over 9 in 10
men use some sort of
grooming products
today
Men’s grooming industry
generated $964 million
in U.S. department store sales in
2011, an increase of 11%,
Facial skincare
product users are
more likely to be used
by ethnic men aged
18-34
Facial
cleansers ,facial
lotions/moisturizers, and
lip products are the
most commonly
used
Men’s facial skincare
grew 12% in dollars in
2011
85% prefer to buy
their own grooming
products rather than
women in household
Future of Man-Kind
- Skin care for men will continue to grow
- “Non-basic” skin care products such as
face masks and anti-agers will see strong
growth in the short term
- For simple colour cosmetics products such
as BB cream and CC Cream, this will likely
continue to gain acceptance in some parts
of Asia pacific like India, East Asia.
-“Complicated” colour cosmetics products
such as “menscara” and “guyliner”, this will
remain niche even within Asia
- As men are usually not used to numerous
steps in skin care regime, combination
products will do well as it helps to cut down
on the number of steps.All in one products.
-Grooming spas, salons, parlours for men will
see an increase
Source: Emerging Market Information Service
NPD Group Inc. / Consumer Tracking Service

6. Distribution Mechanisms
Different retail formats targeted at men include Men’s grooming stores that carry different brands,
brands’ standalone stores targeted at men only, dedicated “Men’s Zone” at drugstore/department
store. To reach men, eliminate “girly” factors including store format, window display, product
packaging
Rakshit Hargave
MD, Nivea India
Key beauty Channels in Asia
Pacific
91.5% includes
store based retail
globally
18.8% Health
and Beauty
Specialist
stores in India
5.8% of internet
selling
Salons,
Ateliers,
Spas
Source: Euromonitor Data
Global Beauty and Personal Care what does the future hold? - In cosmetics Asia

7. His Grooming Regime
“Rising beauty consciousness due to changing demographics and lifestyles, deeper consumer
pockets, rising media exposure, greater product choice, growth in retail segment and wider
availability are the reasons for sharp rising demand of cosmetics among India men, especially the
youth..”
D S Rawat,
ASSOCHAM,
Secretary General
"IN THE MORNING, IF MY FACE IS A LITTLE PUFFY I'LL
PUT ON AN ICE PACK WHILE DOING STOMACH
CRUNCHES.
"AFTER I REMOVE THE ICE PACK I USE A
DEEP PORE CLEANSER LOTION. IN THE
SHOWER I USE A WATER ACTIVATED GEL
CLEANSER…."
"…THEN A HONEY ALMOND BODY
SCRUB, AND ON THE FACE AN
EXFOLIATING GEL SCRUB."
"THEN I APPLY AN HERB-MINT
FACIAL MASK WHICH I LEAVE ON
FOR 10 MINUTES WHILE I PREPARE
THE REST OF MY ROUTINE."
"I ALWAYS USE AN AFTER SHAVE LOTION
WITH LITTLE OR NO ALCOHOL, BECAUSE
ALCOHOL DRIES YOUR FACE OUT AND
MAKES YOU LOOK OLDER."
"THEN MOISTURIZER, THEN AN ANTI-
AGING EYE BALM FOLLOWED BY A
FINAL MOISTURIZING PROTECTIVE
LOTION."
Source: http://www.shortlist.com/grooming/how-to-replicate-patrick-batemans-grooming-regimen
JWT – State of the men report

8. What do they have to say
“Men in smaller towns are displaying greater desire for grooming increasingly, especially in the
whitening and fairness segmentRakshit Hargave,
MD, Nivea India
Grooming well
gives you more
confidence. You
put on that
costume and
you start
believing you
are more
invincible.
Mr.
Mehta
, 32,
India
It’s therapeutic.
Shaving with a
new razor after
a hot shower at
the end of the
day is a great
feeling.
Colin,
26,
UK
My teacher in
grade school
used to say,
‘dress well, test
well’. That’s
kinda stuck with
me, I think if you
dress sharp, you
perform better
Arien,
28,
SA
I spend time on
my
appearance
because it
helps me
attract others.
As simple as
that.
Troy,
22,
US
“With women, it’s
almost a form of
politeness to
put on some make-
up and look pretty
when they
are meeting friends. I
feel there should be
the same
form of respect when
it comes to men.”
Wu
Qiang42,
Owner of
Spa in
Beijing
The world has
come to a
different place
now when it
comes to men
taking care of
themselves. I think
more men spend
more time looking
in the mirror than
women do.
MAC
makeup
artist
JOHN S.,
Men’sappearanceanxieties
Source: JWT – State of the men report

9. Your customer
“Skin care is a fast developing subsector of the men’s cosmetics market, mainly attributed to a rising
concern over aging. Men above 45 are realizing that they need to work [until] quite late in life and
maintaining a professional appearance will be an advantage. Thirty percent of our existing customers
are men.”
Rahul Kale,
Founder of Iraya,
Ayuvedic Personal Care &
Beauty
THE IMAGE CONSCIOUS
MAN
THE ACHIEVERS
METROSEXUAL
THE RETROSEXUAL
MARLBORO MAN
ZEN MAN
GORDON GECKO
JOE BOXER
ROAD WARRIOR
MULTI DIMENSIONAL
MAN
THE PLAYER

10. Brand Analysis
“Hair Color - The need to look younger is driving many to this.”Najeeb Ur Rahman,
National technical expert,
Schwarzkopf Professional
PHYSIQUE
-Natural Skincare and hair care
brand
-Quality product from long
research
RELATIONSHIP
-Trust
-Listening
-Customized Advice
REFLECTION
-People who take care of their
skin
-Feel concerned about
environment
PERSONALITY
-Expert innovator
-Natural product
-Concerned about environment
CULTURE
-American
-Family
-Values
-Expertise of a pharmacist
SELF IMAGE
-I feel good about myself
ESSENCE
Well being
PERSONALITY
Honest, Transparent,
Warm, Family Focus
VALUES OF USERS
Environmental Concerns,
Quality, A healthy body & spirit
EMOTIONAL REWARD
Well-being, Look rested, feeling
adequacy, proud of its engagement
FUNCTIONAL BENEFITS
Quality, performance, pharmaceutical products,
not harmful for skin and body
ATTRIBUTES
100% natural, environment friendly, Premium cosmetic products
BRAND IDENTITY
PRISM BRAND BUILDING
BLOCKS

11. SWOT & Porters
“The constant exposure to heat, UV rays of sun and extreme weather conditions takes a serious toll on
our skin. But nonetheless, it’s very important for us to appear well groomed at all times.”
Rahul Dravid,
Former Indian Cricket player
STRENGTHS
- Overseas market.
- The organization system is complete.
- They fully practice their business
principles and core values.
- They have a great plan for realizing
goal.
- They have a mature research and
Development department.
WEAKNESSES
- It doesn’t have appealing
packages.
- They are not very well-known in
Asia.
.
OPPORTUNITIES
- They improve their products
consulting customers requests.
- International expansion.
- They don't test on animals, that
appeals to people who
protect animals.
- Growing organic market.
THREATS
.- Advertisements are not well-
exposed.
- Unit-price is higher.
- Strength of competition.
- Fluctuation of foreign exchange
rates; Economies-
SWOTANALYSIS
Supplier power
-Able to substitute
-Similar products
-Suppliers large
-Able to change
Threat of substitution
-Cross product
substitution
-Relative
price/performance
value
Threat of new
entrants
-Low cost entry with
e-commerce
-More luxury brands
coming into the
Indian market
Bargaining
power of customer
-Price Sensitive
customer
-Relative low
average purchase
Industry Rivalry
-Industry Growth
-Balance of
competitors
-Many competitors
-High cost of leaving
market
PORTER’SFIVEFORCES

12. Brand Overview
“They have the products, time, and money to be infatuated with their appearance and lifestyle. As
developed countries move toward economic prosperity, people within the country often become
more narcissistic and less altruistic. In other words, the citizens move from an involvement role to a
more individualistic one; it becomes a society more focused on the “I” rather than the “we”.”
Tannen,
1986
Business performance Products
Market Share &
ranking
Positioning and Image Consumers PR and Digital Strategy Retail Strategy Merchandising
Sales > $200 Million
Unique formulations with
finest Natural ingredients with
true benefits to hair and skin
care
US Rank 3
15%
Heritage brand-160 year
founded as old-world
apothecary
Men+ women, special tab
for men(30-40% clientale)
website, facebook, twitter,
pinterest, instagram
Simple, efficient, recyclable
packaging
Simple, efficient,
recyclable packaging
Double Digit growth in
all zones present
Simple, efficient, recyclable
packaging
Canada Rank 3
14%
Mascot - Mr Bones
upper middle class, care for
body and cosmetic products
email marketing+newsletter
to learn about products
Customized product offerings
based on differnet skin types
of customer
gifts for him, her,
baby, pets and
corporate gifting
services
Distribution in over 44
countries
More focus on cost and quality
of product
Australia Rank 5
18%
Natural range of grooming
products - attribute oriented
and functional oriented -
Quality
experts, well informed,
specific requirements, social
commitments
top 10 Customer favorite
promotions including men
Customer favorite promotions
+33% growth over last
year
Special ingredients like
lavender, caffeine, vitamin c,
Blue Algae, Rose artica -
France Rank 10
10%
Customer is key
offers while online shopping -
5 free samples on every order
Charitable activations - Keep a
child alive with Alicia Keys,
Peace Loving Kiehls, amFar,
Recycle-reuse campaigns(eco
system)
Scientifically formulated - safe
and customized to skin
China Rank 6
3%
works towards improving lives
of communities of Kiehl's
customer(global+local) 3
causes- HIV/AIDs, environment
protection, children's well being
live chat for healthy skin
consultation
Appealing window display,
brick wall, bike, airplane,
chemistry instruments,
customer pictures on wall
Innovations (products+retail)
Hong Kong Rank 2
8%
Kiehls rewards and benefits to
loyal customer
Quirky, attractive, eye
catching visuals

13. Competitor Portfolio
“Three main reasons for enhancing the male appearance: vanity, saving marriages, and job security.”
.
Jim Emerson,
Author of ‘Grooming for
Success’’
“
Lab Series for Men powered by
technology, backed by scientific
research and reinforced by years
of success in addressing men's
skincare and grooming needs
Biotherm provides
biological approaches to
luxury skincare that are
priced lower than the
average prestige face care
Forest Essentials has pure,
Nutritious Ayurvedic Products for
the conscientious men based on
the philosophy of Tree of Life
Nivea's of men is synonymous with
quality skin care on a global level.
Strong heritage that soothes, nurtures
and protects mass skincare market
Clinique is the most Attractive
Cosmetic International brand that
creates great skin. Customers
include men between 16-55 years.
Distinctive packaging over the years
L’occitance en Provence
Natural and Local ingredients
from a farm in France.
Trustworthy and critically
tested grooming products

14. Off-Line and In-store
Activations“
Free Sampling and
Grooming Experiences at
men’s sporting events
Editorials in high fashion
men’s magazines
Kiehl’s Grooming Guide
Mobile App
Kiehl’s
Rejuvenating
Grooming
Ateliers and Spa
Treatments
Kiehl’s Travel Kits for the
man on the move

15. Online Activations
Grooming tips campaign
#GroomYourself
Suggest a look for a job campaign (in
store/online)
#IGotThePower
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
SUNDAY
What’s your look
for the day?
#OwnTheDay

16. Thank
You