INDEX: Kiehl's Cosmetics Display and Merchandising

INDEX: Kiehl’s Cosmetics
Display and Merchandising

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SCROLL DOWN FOR PHOTOS AND LINKS…
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This Kiehl’s Cosmetics Display and Merchandising index page aggregates links
to all post and photos of retail merchandising, display, and outfitting
as well as deep Background courtesy of Wikipedia.

BACKSTORY: Kiehl’s LLC is an American cosmetics brand retailer that specializes in skin, hair, and body care products. It started as a single pharmacy in Manhattan at Third Avenue and East 13th Street in 1851. Kiehl’s was purchased by the L’Oréal Groupin 2000 and has 65 stores in the United States and 400 stores worldwide as of 2015,^[1] with over 1,000 points of sale supplemented by sales in high-end department stores, select airport locations, as well as independent stockists. In contrast to its market competitors, Kiehl’s is distinguished for its unorthodox marketing approach, exceptionally large male clientele base, and its products’ simple and straightforward packaging.^[2]

Founded in 1851 by John Kiehl, Kiehl’s began as a homoeopathic pharmacy located in New York City‘s East Village: 3rd Avenue and 13th Street.^[3] In 1921 Irving Morse, a former apprentice and Russian Jewish émigré who had studied pharmacology at Columbia University, purchased the store. Morse was involved in developing many of Kiehl’s products that are still popular today; including Blue Astringent Herbal Lotion and Creme de Corps.^[4]^[5]

Irving’s son, Aaron Morse, who also studied pharmacology at Columbia University and was a former World War II pilot, took over the store in the 1960s. The younger Morse was credited for propelling Kiehl’s from obscurity in the 1950s to international recognition in the 1980s as an upscale natural cosmetics shop.^[4]^[5] Aaron transitioned the store from traditional pharmaceuticals towards skin care lines. After Aaron’s death in 1995, his desk and some of his vintage motorcycles were prominently showcased in the store.^[5]

From 1988 to 2000, Jami Morse Heidegger, Aaron’s daughter, operated Kiehl’s. Maintaining Kiehl’s as a single store, but selling their products through high-end retail stores, Morse Heidegger increased Kiehl’s revenue to $40 million. Morse Heidegger achieved this growth by being “a clever marketer”, relying on word of mouth and extensive free samples – and gifts – to market Kiehl’s products, rather than traditional advertising.^[4] (SOURCE: Wikipedia)

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