Kiehl’s – Protected and Healthy Skin.

For the Protected and Healthy Skin., Kiehl’s needed to make the "Less damage from UV rays" promise something shoppers in the sun care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise uv protection, anti-aging, whitening, repair, damage protection claims.

The brief for the Protected and Healthy Skin. was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for Kiehl’s.

With summer approaching, Kiehl’s faced the challenge of empowering their Beauty Advisors to educate consumers about the harmful effects of UV radiation. The goal was twofold: to raise awareness about the consequences of sun damage, such as dark spots and wrinkles, and to guide...

USP Demo Solutions built the Protected and Healthy Skin. for Kiehl’s around the Sun Damage Demo - Dark Spots & Wrinkles method, reducing the Less damage from UV rays story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the sun care aisle instead of a one-way pitch.

From the same physical interaction with the Protected and Healthy Skin., the demo substantiates claim areas such as uv protection, anti-aging, whitening, repair, damage protection, so a single asset can carry several conversations across the Kiehl’s range.

The result for Kiehl’s is a educate consumers about the consequences of uv radiations, delivered through the Protected and Healthy Skin. as something the consumer experiences first-hand rather than has to take on trust.

By turning Kiehl’s's "Less damage from UV rays" message into a hands-on Sun Damage Demo - Dark Spots & Wrinkles moment, the Protected and Healthy Skin. becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, Kiehl’s runs the Protected and Healthy Skin. primarily for internal training, digital campaign, consultation tool, delivered in phygital so the same Sun Damage Demo - Dark Spots & Wrinkles proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.