Kiehl's launches Ingrown Hair & Tone Corrective Intimate Drops, and Over & Under Cream to Powder Deodorant.
The skin, body and hair care brand that has been part of L’Oréal since 2000 is introducing a new category of intimate care products to its current offerings — Kiehl’s Personals — as it aims to get a slice of the multibillion-dollar intimate care market and attract more Gen Z shoppers.
The new category launch will also have a new distribution channel: TikTok Shop and direct-to-consumer will launch on Thursday and Ulta “It shows one that there’s an appetite to use these products on a daily basis, but also to reduce the environmental impact of skin care,” he said. A lot of the focus going forward for the brand will be on experiential retail, including Kiehl’s Out East, where it just hosted a pop-up in Montauk, N.Y. That included a branded vintage yellow NYC cab clad with branded surfboards, product samples and merchandise, which visited several locations including SoulCycle Montauk.“There’s always something happening with Kiehl’s — exciting events, exciting sponsorships, exciting partnerships and then we bring in the skin care element,” Reed said.
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