A Retail Experience Brief
Kiehl’s is an American cosmetics brand that specializes in premium skin, hair, and body care products. We did an in-depth analysis of Kiehl’s and expanding their target market by redesign the Men’s online & in-store experience.
Brand Research, Experience Map, Story Board, UI/UX
Melissa Yin, En Wang, Bibiana
Adobe Illustrator, Keynote, Sketch, Invision
We took a real-life in-store experience in Kiehl's. Then, did a competitor analysis and a Kiehl's in-store experience analysis.
Kiehl's unique backstory that starts with its name —“since 1851” as a single pharmacy and apothecary.
Kiehl's philosophies rooted in educating their customers from a healthcare perspective and choosing the best naturally derived ingredients based on herbal and pharmaceutical formulas.
Competitive Analysis of In-Store Experience
To understand better about men's skincare and grooming experience, we also did interviews and found problems and pain points from interviews.
According to problems we fount from research, we came up with three concepts.
1. Skincare is Beard Care!
Problems: Guys may seem uncomfortable with the idea of dolling themselves up
Solution: We don't want to force men to buy a skincare product. Instead, we will provide a free beard consultation during the in-store experience. We will give some suggestion according to their skin problem and make sure they enjoy the experience in Kiehl's.
2. Decoding the Product Label
1. Kiehl's Product description is very text heavy and has professional skincare words. It's hard for men to understand and compare products.
2. Kiehl's has many good reviews online, but people can't see them when they are shopping in-store.
Solution: Use a digital display to show clear description, customer reviews, and product comparison. To help people find the best fit product.
3. Bridging the Gender Gap