Kiehl’s

Telling an Authentic Story of Impact

Since 1851, Kiehl’s has been dedicated to sourcing sustainable ingredients, using less materials in packaging and lending a hand to community causes. And yet, for all of the good the beloved neighborhood apothecary delivered for its customers and communities, the brand didn’t have a unified way of telling its purpose story or communicating its values, initiatives and impact to the world.

Kiehl’s partnered with BBMG to connect their sustainability story and community commitments to the aspirations of their customers in a way that would be authentic, differentiated and drive deeper engagement.

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Audience Research
Brand Strategy
Brand Design
Sustainability & Social Impact Platforms

Clarity on commitments

By embodying straight talk, a respectful and welcoming voice and a positive attitude, we helped frame five key commitments the brand could share with pride. Then we leveraged the brand’s iconic chalkboards to design a bespoke trustmark and impact icons that could spotlight all the ways Kiehl’s is good for the world across consumer touchpoints, including a dedicated hub on kiehls.com, social media assets, product packaging, at-shelf displays and shopping bags.

Every interaction made better

Our marketing playbook provided strategies for tentpole moments, product launches and evergreen activations to spotlight the positive impacts at point of purchase, reward consumer participation and join forces with our community partners to raise awareness and inspire action.

"The BBMG team helped us understand what matters most to our global customers and connect that to a sustainability vision that's uniquely Kiehl's. If you're figuring out how to embed sustainability more deeply in your brand, these are the folks to call."