Kiehl's Since 1851 Age Defender Launch

In the summer of 2016, Kiehl's US launched its Age Defender line. A range of men's anti-aging skincare, built strong enough to fight back against the signs of aging.

Role: Account Manager, Digital Content Strategist, Influencer Strategist

DIGITAL STRATEGY

The Question: How do you launch anti-aging products in a way that empowers men instead of scaring them? 

The Answer: The Battle of the Ages. Man vs. Time. With heavyweight world champion and Olympic Gold Medalist Lennox Lewis in our corner, we introduced this product to male consumers as the ultimate ring-side companion. We highlighted the brand's other mens lines as well, focusing on their differentiations.

A Powerful cast

With @MrLennoxLewis as our anti-aging champion, we also brought in the first brawny male model @ZachMiko and influencer @IanElkins to take on their own battles against fatigue and shine.

PRODUCT DIFFERENTIATION 

In order to position the Age Defender line in its rightful spot, we had to further position the brand's massively popular Facial Fuel and Oil Eliminator men's lines around their intended purposes, opening the spot for Age Defender.

Educate the consumer

Educational content was created to narrow the gap for men's consumers between understanding those products they need and having a fundamental knowledge of how to use the products to their fullest advantage. Centered around how quickly a skin care routine can be completed, this helped to prove it was not a laborious addition to a man's daily regimen.