CASE STUDY

Creating social buzz: How a bee farm helped Kiehl’s achieve an increase in sales.

Consumer interest in natural brands and products is at an all-time high, as audiences seek out authentic brand experiences.

Beauty brand Kiehl’s boasts a rich apothecary heritage of using natural ingredients in its products, which started back in 1851 and continues to this day. Kiehl’s latest range is no exception, with products such as its Skin Renewing Cream and the Butterstick Lip Treatment Range, containing ingredients, like manuka honey from New Zealand.

To create a buzz around its new range, we saw an opportunity to bring Kiehl’s connections to natural ingredients to life in an engaging format by taking 100 international journalists, bloggers and influencers to Wellington, New Zealand to showcase the origin of manuka honey and the journey from flower to Kiehl’s formula.

The ‘No Boundaries’ Fall Skincare Symposium was the first of its kind for the brand; the two-day event featured ambassador presentations, product displays, a factory tour of key ingredients, themed meals, and interactive guest activities. In a bid to engage the media and create newsworthy moments we selected unique venues which were not traditional event spaces and provided a unique agenda and experience for the guests.

The experience was a hit, generating exposure through feature stories and coverage by journalists, bloggers and influencers. What’s more, the experience delivered an immediate increase in traffic and sales growth for the Kiehl’s brand globally.

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