Kiehl’s Since 1851 is teaming up with digital influencer Nicole Warne, aka @ GaryPepperGirl, in support of its biggest launch of this year, Daily Reviving Concentrate, beginning Aug. 18.
This story first appeared in the August 12, 2015 issue of WWD. Subscribe Today.
The new skin-care offering is a daytime counterpart to the brand’s best-selling Midnight Recovery Concentrate, said Chris Salgardo, president of Kiehl’s Since 1851. The formula contains a trio of oils — ginger root, said to protect skin cells from UVA-induced lipid peroxidation; sunflower seed, said to increase hydration and reduce redness, and tamanu, a natural source of linoleic acid, said to inhibit the release of pro-inflammatory markers. It will retail for $48 for 1 oz. and be available exclusively at kiehls.com until the end of August. It launches nationwide on Sept. 1.
The digital campaign, dubbed Happy Hour, has four looks, each intended to represent varying lifestyles incorporating elements of the Kiehl’s brand. Free to Roam/Carefree Girl, shot in Central Park, is a very natural look; East Village Biker features Warne in black leather, a nod to Kiehl’s East Village beginnings; Professional Mother has Warne in a power suit and heels, and Intrepid Pilot, shot at the famous aircraft carrier of the same name in New York, shows Warne in a flight suit, boots and sunglasses — a nod to Kiehl’s sense of adventure and the brand founder’s love of airplanes.
“We were inspired to work with Nicole because she has a distinct visual communication and she’s appealing to a broad customer base,” said Cheryl Vitali, Kiehl’s general manager, worldwide, for Kiehl’s. “With 40 percent of her followers in Europe, 24 percent in the Americas and 33 percent in Australasia, Nicole’s community is one of the more global ones within the lifestyle space. Representing our diverse customer base in this digital campaign was essential for us.”