NEW YORK — For a 100-year-old-plus line, Kiehl's certainly isn't acting its age. The downtown-cool brand has managed to hold onto its youthful street cred thanks in part to its association with hip admirers, one of whom is about to introduce a whole new facet of the brand.
Starting next month, Kiehl's will roll out a series of in-store appearances by celebrity stylist Kate Young, a former Vogue editor, in select Neiman Marcus locations nationwide. The events, called Choose Your Attitude, will feature Young acting as the brand's "fashion authority," giving fashion tips to customers based on their identification with one of five different personalities: Uptown Chic, Downtown Attitude, Girly Girl, Power Player and Minimalist. After dispensing advice on hot trends, Young will also recommend Kiehl's products best associated with the shopper's chosen style personality.
For Chris Salgardo, U.S. president of Kiehl's, the events represent an opportunity to connect with fashion-savvy shoppers. "Our hope," he said, "is that this partnership will allow us to communicate to consumers that no matter what your personal style, there is a head-to-toe grooming ritual that each of us completes to truly make us feel and look our best."
Young, a self-proclaimed addict of the brand, thinks the partnership is a perfect fit. "I feel like fashion and beauty go hand in hand," she said. "When you talk about wearing the right dress or choosing the right look for an event, the look has so much more to it than just the [clothes]. When your hair and skin look good, it implies good health and a fresh canvas on which you can much more easily put the right dress, the right hair[style] and the right makeup."
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