Kiehl's facts for kids
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| Limited Liability Company | |
| Industry | Personal care |
| Founded | 1851 |
| Founder | John Kiehl |
| Headquarters |
3rd Avenue, Manhattan, New York City
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Area served
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Worldwide |
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Key people
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| Products | Cosmetics |
| Parent | L'Oréal |
Kiehl's LLC is an American company that sells skin, hair, and body care products. It started as a single pharmacy in Manhattan, New York City, in 1851.
Kiehl's was bought by the L'Oréal Group in 2000. As of 2015, it had 65 stores in the United States and 400 stores around the world. Kiehl's is known for its unique way of marketing, its many male customers, and its simple product packaging.
Contents
History of Kiehl's
How Kiehl's Started
Kiehl's began in 1851 as a special pharmacy that used natural remedies. It was founded by John Kiehl in New York City's East Village. In 1921, Irving Morse, who had studied how medicines work, bought the store. He helped create many popular Kiehl's products, like Blue Astringent Herbal Lotion.
Irving's son, Aaron Morse, took over the store in the 1960s. Aaron was a pilot in World War II. He helped make Kiehl's famous around the world in the 1980s. He changed the store from selling traditional medicines to focusing on skin care. After Aaron passed away in 1995, his old desk and some of his classic motorcycles were displayed in the store.
From 1988 to 2000, Aaron's daughter, Jami Morse Heidegger, ran Kiehl's. She kept Kiehl's as one main store but sold its products in fancy retail stores. Jami made Kiehl's sales grow a lot. She was good at marketing by relying on people telling their friends about the products. She also gave away many free samples and gifts instead of using regular advertising.
Being Bought by L'Oréal
In April 2000, L'Oréal, a big French beauty company, bought Kiehl's. L'Oréal had wanted to buy the company for over two years. Kiehl's was becoming so popular that it was hard for them to handle all the orders.
Jami Morse Heidegger, who was president of Kiehl's at the time, said they needed a partner. This partner would help them keep up with demand and make sure products were always in stock. With this purchase, L'Oréal wanted to make Kiehl's more widely known. But they also wanted it to stay a luxury brand, not a cheap, mass-market one. Kiehl's would also expand to other countries.
Kiehl's Business and Stores
Kiehl's Stores Around the World
For the first 150 years, Kiehl's had only one main store in Manhattan. Its products were also sold in many department stores. After L'Oréal bought the company, Kiehl's grew to more than 30 stores. Kiehl's sales also grew a lot, from $40 million in 2000 to over $200 million in 2009. By 2016, Kiehl's sales reached $1 billion.
The Stuyvesant Pear Tree Story
Kiehl's original store is still in the same spot where it started in 1851. This area is called "Pear Tree Corner." It's named after a pear tree that was planted there in 1667. This tree was planted by Peter Stuyvesant, who was a governor of the Dutch colony New Amsterdam. The tree fell down in 1867. It was known as "the oldest living thing in the city of New York."
In 2003, Kiehl's planted a new pear tree in the same spot. Today, the store is a special place in the neighborhood. It has old pharmacy items in its windows. It also has a collection of classic Harley-Davidson and Indian motorcycles inside. In 2022, Kiehl's updated its original store. They also started a new campaign called "We Skincare About You Since 1851." This reminds customers of their long history of good service.
Products and How They Sell Them
Kiehl's says it spends more money on its products than other beauty companies. At the same time, Kiehl's products are priced lower than many other fancy skin care items. They are also known for their simple packaging, which looks like an old-fashioned pharmacy.
Kiehl's uses a different way to sell its products. They give away many free samples. They also rely on customers telling their friends about the products. According to a book called Truth: The New Rules for Marketing in a Skeptical World, Kiehl's gave away over 12 million samples a year. This was 80 percent of their total marketing budget. The book says, "The Kiehl's way of 'selling' is not to sell at all." They believe their products work well without a lot of hype.
Kiehl's also gives products for charity events. This helps attract new customers. Inside the stores, Kiehl's focuses on great customer service. Their staff wears lab coats and gets special training. This training teaches them about the chemistry and use of Kiehl's products.
Who Buys Kiehl's Products?
Kiehl's stores have always attracted a cool, younger crowd. Compared to other beauty stores, Kiehl's is also known for having many male customers. About 30 to 40 percent of their customers are men. Every Kiehl's store has a motorcycle inside. This is a tribute to the many motorcycles Aaron Morse collected. According to Kiehl's USA president, Chris Salgardo, the motorcycles helped introduce male customers to their products. In cities like New York and Los Angeles, almost half of all customers are men.
Helping Others (Philanthropy)
Kiehl's is known for its charity work. More than 40 years ago, Aaron Morse wrote a statement called the "Mission of Kiehl's." It said the company wanted to help create "better citizens, better firms, and better communities."
Today, Kiehl's focuses on three main causes:
- Helping with AIDS research and prevention.
- Supporting children's well-being.
- Protecting the environment.
Kiehl's stores also often host events to help pets find homes. In 2010, the company started its first "Kiehl's Liferide for amfAR" (The Foundation for AIDS Research). This was a charity motorcycle ride. Chris Salgardo, the President of Kiehl's USA, led the ride. At the end, he gave an $85,000 check to amfAR.
See also
In Spanish: Kiehl's para niños
