Brand dynamism: Kiehl’s and Zoolander No. 2

kiehl's and zoolander
Brand dynamism is one of the ten characteristics of great brand marketing. It’s the ability of a brand to continue to surprise and delight. To maintain people’s curiosity and to build anticipation about what’s coming next. To keep them engaged.

So once again, here’s a post about skincare brand Kiehl’s.

In this case, the brand’s created a multi-pronged partnership with Zoolander No. 2. The thread that ties them together is Derek Zoolander’s and Hansel’s attempt to stop a conspiracy to kill the world’s most beautiful people.

Being one of the world’s most loved skin care companies, Kiehl’s has jumped in to help the cause. They’ve created these two limited edition dual-branded sets:

The Ridiculously Youthful Collection

Kiehl's Youthful Collection

and The Blue Kiehl Men’s Collection

Screen Shot 2016-02-10 at 4.44.17 PM

And as reported in Forbes, they’ve also created the The Derek Zoolander Center for People Who Don’t Age Good (DZCFPWDAG), a state-of-the-art, anti-aging center in NYC.

This partnership should not only make you smile, but should probably cause you, as a brand marketer, to be more than just a tad envious.

Here are four good reasons why:

1. Brand actions mean more than words. In today’s totally transparent and scrutinizing world, paid communication can only take you so far. Tomorrow’s successful brands will be built not by advertising, but by actions. By creating platforms that earn attention, create shared value and forge deeper relationships.

2. There’s a platform for every brand. For brands challenged with finding new ways to stand out in a saturated marketplace, promotional co-marketing offers an effective medium that every brand marketer across any category – including healthcare which is one of our three vertical focuses – should explore.

3. Entertainment value builds brand value. We’re all time-starved consumers. Drowning in brands seeking our attention. Entertainment is an effective reward. Helping to create an instinctive attraction that goes beyond rational reasons for purchase. And it’s a reward that tends to keep on giving by way of pass-along sharing.

4. Think across time and touch points. Today’s consumers don’t slide down the traditional purchase funnel. Their journey is full of twists and turns, proactively researching, conversing, sharing and comparing, prior to making a purchase decision. And brands should be everywhere their prospective customers are along their total journey, in order to pull larger numbers of people towards them.

Dynamism is powerful. It keeps your brand ahead of the game and keeps consumers interested and engaged (and also ahead of the game). But maintaining this momentum while remaining true to the characteristics of your brand can often be a challenge. In this case, helping the cause of keeping the world beautiful, Kiehl’s is spot on.

Looking to create more momentum for your brand? Contact Rick Zaniboni at Trajectory.

Follow these links if you missed any previous posts about Kiehl’s brand success:

Why Kiehl’s brand mojo matters after 160+ years in business
How Kiehl’s gets customers to sell for them
10 things healthcare marketing can learn from Kiehl’s

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

Leave a Reply

Your email address will not be published. Required fields are marked *