Cosmetics brand Kiehl's has just launched its latest campaign to introduce a new line of intimate care products.
Created to deal with Gen Z's problems with hair removal bumps and odor control, Kiehl's Personals is proudly inclusive and designed for all skin types, tones, and genders.
An extensive study conducted by Kiehl's found that 66% of women-identifying and 47% of male-identifying Gen Z consumers in the U.S. remove hair.
Couple this with a recorded increase in web searches for ways to stay fresh and improve odor down there, and Kiehl's saw this as the perfect time to bring intimate care to the forefront of the conversation.
Each product was tested extensively for safety by both dermatologists and gynecologists.
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Launched at the start of August, Kiehl's is spotlighting its new Ingrown Hair & Tone Corrective Intimate Drops and Over & Under Cream Powder Deodorant as part of the brand's official launch on TikTok Shops.
This curated, social-first campaign also promotes some of its most viral bestsellers:
- Avocado Eye
- Liquid Pimple patch
- Rare Earth Mask
- Ultra Facial Cream
To celebrate the product line's release, Kiehl's also teamed up with specialty underwear brand Parade.
With every purchase of any item from Kiehl's latest intimate care product line on Ulta Beauty, customers can snag a free pair of Parade undies.
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The campaign takes a decidedly human approach to marketing, defining a clear target audience and goal.
Gen Z exhibits unique traits that affect their purchase decisions, and according to a Snapchat study, they have over $450 billion in spending power.
This makes them a prime market for brands to penetrate, especially considering that the oldest GenZ-ers have just started working.
Targeting Gen Z is a long-term strategy that builds brand loyalty and affinity.
Coupled with the brand's availability on multiple platforms catered to Zoomers, the campaign has all the hallmarks of a successful product launch.
All About Intimates
Starring actor and comedian Ilana Glazer, hero spot "Who Wants to Be a Million-Hair" is a hilarious skit that says it's 100% okay to talk about things like body hair, ingrown, redness, smells, and more.
Directed by Lizzy Born, it features the two products from Kiehl's Personals collection.
The ad opens directly on the set of a game show, where the host explains the rules of the game to Glazer, who plays the contestant: get a question wrong, and a man named Gerry gets waxed in increasingly intimate areas.
Due to increasingly humorous and ridiculous reasons, Glazer proceeds to get each and every question wrong, much to Gerry's dismay.
Gerry gets waxed again and again, screaming in pain throughout the film.
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As the game show gets down to its final question, Glazer decides to instead deliver a touching "pubic service announcement" about Kiehl's new products.
The spot ends with her getting the answer wrong yet again, causing Gerry to receive painful waxing in his nether regions.
"This project came together rather quickly, so I'm grateful to the supremely talented crew for making it happen. Ilana was a pleasure to work with, extremely professional, warm, friendly and down to clown. She was the ideal collaborator to address this topic with levity," Director Lizzy Born said in a statement to DesignRush.
Marketing in the cosmetics and healthcare sector has become more personal in recent years, addressing taboo topics in intimate care.
Recently, feminine hygiene brand Summer's Eve launched its "Wipe the Day with Your Vajay" campaign, tackling the issue of vaginal odor with their new product line.
Editing by Katherine 'Makkie' Maclang
