Kiehl’s Supports Pride with a Unique Collaboration
Grace Mahas — May 30, 2023 — Fashion
References: kiehls
Esteemed skincare brand Kiehl’s reinforces its commitment to diversity and inclusion through its latest partnerships and initiatives aimed at supporting the LGBTQ2S+ community. This move comes as part of the brand's broader corporate social responsibility strategy, recognizing the potential for brand enhancement, customer loyalty, and community impact through these engagements.
Kiehl’s has collaborated with Canadian queer artist Jon Hanlan, who has designed a limited-edition version of their popular Ultra Facial Cream. The playful illustrations by Hanlan aim to inspire joy and optimism, embodying a whimsical world through the product packaging.
Further demonstrating its commitment to the cause, Kiehl’s has partnered with The Get REAL Movement, a non-profit focused on combating 2SLGBTQ+ discrimination, racism, and bullying in various social environments. $20 CAD from every purchase of the limited-edition Ultra Facial Cream in June will be donated to support the organization's educational efforts, estimated to reach over 53,000 Canadian students.
Kiehl’s has collaborated with Canadian queer artist Jon Hanlan, who has designed a limited-edition version of their popular Ultra Facial Cream. The playful illustrations by Hanlan aim to inspire joy and optimism, embodying a whimsical world through the product packaging.
Further demonstrating its commitment to the cause, Kiehl’s has partnered with The Get REAL Movement, a non-profit focused on combating 2SLGBTQ+ discrimination, racism, and bullying in various social environments. $20 CAD from every purchase of the limited-edition Ultra Facial Cream in June will be donated to support the organization's educational efforts, estimated to reach over 53,000 Canadian students.
Trend Themes
1. Limited-edition Collaborations - Kiehl's trend towards artist collaborations on products provides unique opportunities for product differentiation and limited-time exclusivity.
2. Corporate Social Responsibility - Kiehl's commitment to diversity and inclusion through partnership with a non-profit organization highlights the trend of incorporating social responsibility to enhance brand image and customer loyalty.
3. Queer Artists and LGBTQ2S+ Community Support - Kiehl's partnership with a queer Canadian artist and dedication to donating proceeds to an advocacy group showcases the trend of brands aligning themselves with marginalized groups and their causes.
Industry Implications
1. Skincare - Skincare brands can learn from Kiehl's unique product collaborations with artists as a way to offer exclusivity and differentiation to their customers.
2. Non-profit - Kiehl's partnership with The Get REAL Movement shows the opportunity for non-profits to collaborate with brands for both philanthropic and marketing benefits.
3. Marketing and Branding - The trend of brands partnering with marginalized groups and social causes highlights the power of marketing and branding in shaping public perception and support.
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