Kiehl’s® Clearly Corrective™ // Qualstorming, Insight Generation, Claim Development
Brightened the brand’s future in the Asian market.
Kiehls—an iconic American brand—was a leader in the Asian beauty market. However, it was beginning to fall short against rising K Beauty and revered Japanese brands, particularly with its skin brightening offering.
In order to create claims that would be compelling, credible and get Kiehl’s back into a leadership position with this offering, we used our Qualstorming methodology with Prosumers in Seoul, Tokyo, and Shanghai. By understanding consumers’ beauty aspirations and cultural nuances within these key markets, we were able to cultivate insights and generate highly effective claims.
How effective were the claims?
All 10 outperformed what was currently in the market.
