Key takeaways from regarding the product, the brand and customer are culminated and summarized as follows:
PRODUCT TRUTH
Kiehl's Retinol Micro-Dose Serum, as being safe for all, can be effective for everyone with every skin type.
BRAND TRUTH
Kiehl's values its
scientific & dermatologist characteristics, and loves
to engage with its target consumer on journeys/ experiences that will transform their skin.
CONSUMER TRUTH
Our TA look for a Retinol product that can guarantee an effective treatment for their own skin type, which can offer them a personal experience for their personal skin.
STRATEGIC APPROACH
What if
we record the product's effectiveness on different skin types.
to
showcase that Kiehl's Retinol can offer effective treatment and a personal skincare experience for every skin type?
KEY MESSAGE
Kiehl's Retinol Micro-Dose Serum, with its feature of being safe for all skin types, can guarantee positive impacts and offer effective treatment for every skin type.
CREATIVE APPROACH
When buying skincare products, nothing else speaks more volumes than testimonials. Seeing is believing, and recording is remembering. Understanding this, Kiehl's generates a Blooming record to track the progress of how different skin types bloom in 12 weeks for Kiehl's retinol users to see that this product is for every skin type. Over a 12-week campaign, Kiehl's offers the target audience opportunities to understand their skin type, acknowledge that only Kiehl's Retinol can provide a safe treatment for all skin types with visibly blooming effects, and encourage them to write their own Blooming record with Kiehl's retinol.
