Brandstorm 2014InMotion

F U D A N U N I V E R S I T Y

Analysis

GREAT CHANCEfor Kiehl’s in Men’s Skincare Market

2006 2007 2008 2009 2010 2011 2012 2013

1337 1578 1789 1857 20982484 2737

3304

Global Market Growth Boston Matrix

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%0%

2%

4%

6%

8%

10%

12%

14%

16%

4 major subsectors**Skin care

Deodorants

Hair careBath

Men’s Beauty Market

million USD* High Potential Driver of Growth

*Euromonitor - GLOBAL Men's Grooming Sales by Market - MASS + PREMIUM **NPD USA - FY 2012 Men's Sales Data

DNA of Kiehl’s

Brand Analysis

CredibilityNatural Ingredients & Cutting-edge Technology

CharityAids / Environment / Children

ServiceCircle of Service / KCRs

NY StyleAdventurous, Interesting, Quirky

Emotional

Technical

Conservative

Formal

Natural

Innovative

Kiehl's Biotherm LAB

Special Position

Competitors

Brand Radar

Younger Image

Competitors Segmentation

MatureExciting

Premium

Mass

Insight

AdventureEverything in MEN’s life is

BUT

Adventure also brings many Problems & Pressure to men’s life.

AdventureEverything in MEN’s life is BUT

Adventure also brings many Problems & Pressure to men’s life.

POWER

AWAKE SPIRIT REBUILD BODY RELAX MOOD

WHAT ABOUT THEIR APPEARANCE?Oily faces | Lack of luster | Fatigue look | ……

POWERto FIX men's skin problems in ALL Situations!

THEto Shine MEN’s APPEARANCE!

and be READY to Adventure!

Product

Power Box

How to empower men?

Design Conceptby InMotion

Power Box

Sensor

Solar Panel

Bluetooth Switch

Detailed info. about Skin Status

Current Weather

Tips of Use

Comprehensive Score of

Skin

Various Color Choices

3 Customized Replaceable Tubes

Moveable Plunger

Guy-friendly Features

A skincare product designed for men

Lighter-like Flight Portable (20ml*3)

Convenient to carry with

Available in 3 colors

Smart Sensor

Know more details about your skin

Detect skin condition instantly Detailed information about

skin status Record detailed data of your

skin

Portable KCRYour specialized skincare

companion Comprehensive Score of

Skin Current Weather

Information Tips of Use Personalize based on usage

data

Customized TubesFor different conditions and the only YOU

Changeable and recyclable Personalized choices All Kiehl’s men’s products

available

Finn28 years oldWhite-collarStay up late

Coloring

Cleanser

water-free formula

Extra Function

Moisturizer

Coloring

Cleanser

water-free formula

Extra Function

Moisturizer

Archer25 years oldEnjoy outdoor sportsOily skin

Recommended Price

45 USD36 GBP | 38 EUR | 500 RMB

Cleanser Tube | 20ml

1.5 USD1.2 GBP | 1.3 EUR | 20 RMB

Moisturizer Tubes | 20ml10 USD

7.9 GBP | 8.4 EUR | 110 RMB

Extra Function | 20ml15 USD

12 GBP | 13 EUR | 160 RMB

1 Power Box3 Cleanser Tubes

2 Moisturizer Tubes1 Extra Function Tube

Recycle Discount10%

Power Pack

32 USD25 GBP | 27 EUR | 360 RMB

1 Power Box1 Cleanser Tubes

1 Moisturizer Tubes1 Extra Function Tube

Power Pack +

Strategy

IN STORE

DIGTAL

PR VM KCR

Digital is the key to reach male customers

They love to use the Internet. They are also the generation grown up with digital products.

Digital - APP

Power BoxUser

Share

APP

Others

*Encourage Power Box users to download the App.

*For Power Box users: Pro Version with complete service.*For other users: Basic features to try and play.

Digital - APP

iPower

Link to Power Box

Visualize Skin Condition

Record Your Progress

iPower

Link to Power Box

Visualize Skin Condition

Record Your Progress

1. Take a photo.

2. The system will examine your skin.

3. Show your Skin Power.

4. Share to others for fun!

iPower

1. Take a photo.

2. The system will examine your skin.

3. Show your Skin Power.

4. Share to others for fun!

iPower

Share

Online KCRConsulting

Analysis & ScoreEnvironment | Personal Tips

Visualize Your Progress

PhotoOptical Tech

Power BoxInfo. From Sensor

RankingIncentive & Charity

Function Summary

In Store Design

S I N C E 1 8 5 1

MEN’S FAVORITES

Heat Force Natural ExtremeAbsolute Cold

In Store Design

S I N C E 1 8 5 1

Power HelmetPurpose: • Feel the benefits

of Power Box

Special Design: • Smart Sensor

inside

• Experience different weather conditions (i.e. air-conditioning = cold)

• See your skin power simultaneously

PR

• Charity Event – Environment

• Cooperate with the polar expedition & Save polar bears

• Every time you get a score through Power Box & iPower, you are donating to save Arctic

Power UP! Polar UP!

PR

• Charity Event – Environment

• Cooperate with the polar expedition & Save polar bears

• Every time you get a score through Power Box & iPower, you are donating to save Arctic

Power UP! Polar UP!

iPowerDigital

SocialNetwork

PowerHelmet

In Store

PowerBox

Share

Awareness Convince

Service

Strategy Summary

OurVision

Compose men’s

life

Empower men’s

life

Involve in men’s

life

Thank You!InMotion

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