Case study: Kiehl's

Thèmes abordés

Kiehl's case study, cosmetics and skin care, L'Oréal, generational changes, brand management, leadership style, style of management

Résumé du document

Kiel's company was founded in 1851 with the pharmacist John KIEHL'S. It is a brand of cosmetics and skin care. He installs his first botanical shop in New York, in East Village. A lot of those products became as famous as they are in the Smithsonian Institute of Washington (Museum of American History). Around more than a hundred Kiehl's products are there.

For 160 years, the values Kiehl's want to share are: science, quality and respect of the clients.

When Aaron Morse (the son of John KIEHL'S friend) takes over the company, he creates innovative products and develops the Kiehl's spirit.

Extraits

[...] Leadership qualities We noticed that kiehl's sales are increasing in every country. Kiehl's is considered as a luxury brand and in North America it gains market shares. That way, it maintains its leadership in the world particularly in japan after its success in Korea and in China. In South America, the subsidiary continues its implantation. It is important to define what is leadership. It is the influence of someone on a group. From an internal point of view, to manage a company you have to have some leadership qualities. [...]

[...] Then the first Kiehl's store outside NYS opened in San Francisco in 2001. Since then, the brand keeps opening new stores around the world. Today we count outlets in 38 countries. There is for example 21 stores in France including 13 in Paris. The brand was purchased in 2000 by the French group L'Oréal. Since then the turnover has increased by 20 and more than 50 products are sold every years. The turnover went to 40 to 250 million in 10 years. [...]

[...] Integrity is precisely one of the L'Oréal Values, with respect, courage and transparency. The last quality but not the least is to be naturally enthusiastic, to trust our goals and our team. This is what makes Kiehl's a brand as growing as it is. V. Leadership Style The L'Oreal group offers trainings for its employees, especially for new hired. They said, “By encouraging you to develop and confront this type of situation, L'Oréal acts as a real leadership factory.” “We will help you to discover your own style of leadership and communication”. [...]

[...] Around more than a hundred Kiehl's products are there. For 160 years, the values Kiehl's want to share are: science, quality and respect of the clients. When Aaron Morse (the son of John KIEHL'S friend) takes over the company, he creates innovative products and develops the Kiehl's spirit. It was one of the first to create male cosmetics such as the Herbal Lotion in 1964, which Andy Warhol loved. Since 2000, the French cosmetics company L'Oréal has bought Kiehl's. In 2005 some famous people adhere to this company such as Lenny Kravitz with the Original Musk Oil fragrance, which is now a classic. [...]

[...] Today, we can be sure that Kiehl's has the most efficient leadership style. The brand made some choices that are not successful for every brand, for example the decision to not advertise. This style seems to be successful when we see that the demand is greater than supply and that the brand have plenty of projects to open stores in the world and especially in Africa, a new promising market. On one hand, Kiehl's has the chance to be protected and supported by L'Oréal. [...]