Kiehl’s: A Different Kind of Marketing

Ever heard of a company that doesn't need to advertise? Well Kiehl's has a surprise for you. Maybe you've heard of the brand through a friend or read about it in a magazine.. but you've never seen an ad for it. Chris Salgardo, the company president, says that all they need is a good, green public profile.



Their all-natural products bring results that only some companies can dream about. Consumers of Kiehl's love to spread the word about it, but that's not all for Salgardo. He brought up his Harley and rode across New England in six days with some buddies- and then donated nearly $100,000 to AIDs Research. “Every company capable of writing a check should write one,” Salgardo says. “But I rode 1,400 dirty miles and donated all the proceeds. It’s not about the check— it’s about being personally involved. That’s what sets us apart.”

That's not the first of it, however. Salgardo has created many events in stores around New York, had celebrity appearances, invited the public, and then donated the proceeds to various charities and organizations. He takes marketing to a new level with his focus on a honestly concerned company profile. These events and appearances create media exposure that Kiehl's couldn't afford otherwise. Customers aren't dumb, Salgardo says- “They want to buy products from a company with a conscience.”

From Kiehl's numbers, it's most definitely working. The company, under Salgardo's leadership, has nearly doubled in size. Kiehl's is a company that proves that taking a different step towards marketing can be risky, but very successful. Their way of marketing has created a brand that is nearly recognizable only by name. The company has created a green, luxury brand that people are vying for, with results to match.

Source: Adweek