Kiehl’s, a New York-based maker of skin and hair care products, will make its debut in India in September 2010 with a flagship store at yet-to-open Ambience Mall, New Delhi. With the opening of the store, India will become the 37th country in the Kiehl’s family. Kiehl’s was bought over by L’Oreal in 2000 and is now a part of the company’s India luxury products division. The Delhi store will measure 550 sq.ft and will be followed by another one in Mumbai.
L’Oreal has partnered with Planet Retail to launch Kiehl’s in India. The products will be imported from the US from the manufacturing unit in New Jersey. The product portfolio will include a total of 120 products starting with the Kiehl’s lip balm priced at Rs 450 and going all the way up to Rs 3,800.
“Kiehl’s doesn’t believe in advertising. We promote our products through charities that we undertake. In India, we will be associated with NGOs working for the cause of AIDS, environment and child welfare. We will be relying on the word of mouth and will be giving out free samples to people in July and August. Currently we are working on the database for sampling,” reveals Anjali Pai, product manager, Kiehl’s India.
Founded in 1851, Kiehl’s New York Pharmacy is a family-owned business with a range of skin and hair care products. The company began by supplying pharmaceutical tonics and medicinal salves culled from natural ingredients. Kiehl’s products are based on natural ingredients and does not ever test products on animals.
— Nivedita Jayaram Pawar