Kiehl's Bold Step in Body Positivity with Innovative Campaign

Introducing Kiehl's Groundbreaking Campaign

Kiehl's, a well-established name in skincare, is making waves with its latest initiative, a campaign that champions body positivity and challenges societal taboos. The star of this campaign is the innovative Pubic Display Type, a bold font designed entirely from human pubic hair. This creative expression aims to promote inclusivity and encourage open conversation around self-care, particularly for intimate areas of the body.

Expansion into Intimate Care

In an exciting move for 2024, Kiehl's broadened its skincare line to include products specifically for intimate care. This new line caters to the delicate needs of sensitive skin. Two noteworthy products introduced were the Ingrown Hair & Tone Corrective Drops and the Over & Under Cream-to-Powder Body Deodorant. These products were thoughtfully crafted to help individuals manage common issues such as ingrown hairs while ensuring care for all skin types.

The Message Behind the Campaign

The campaign not only highlighted the products but also featured striking imagery of models showcasing their natural pubic hair. This bold approach was designed to challenge conventional beauty norms. However, some visuals met with censorship in retail spaces. Kiehl's creatively turned this setback into an opportunity to further advocate for their message of acceptance and authenticity.

Words from Kiehl's Leadership

Jon Sáenz, Kiehl's Global Brand President, articulated the ethos behind the campaign: "As trusted skincare experts since 1851, we believe that every part of the body deserves respect. Our campaign not only promotes body positivity but also addresses the stigma associated with natural body hair. We are here to support everyone’s skincare needs, without exception." This is a clear commitment to fostering honest dialogues about body image.

Visual Elements of the Campaign

On launch day, Kiehl's revealed three bold visuals featuring headlines made entirely from pubic hair:

• "Our photos of models with pubic hair were censored, so we removed the models."
• "Pubic hair don't care."
• "Apologies, we won't show pubic hair ever again."

These visuals, which spread across Kiehl's digital platforms, are a statement that emphasizes the significance of embracing diversity and sparking meaningful conversations about body image and societal norms.

Commissioning Self-Care for All

Kiehl's stands by the notion that self-care should be inclusive, without boundaries. Emphasizing that every part of the body deserves care and respect, the brand advocates for transparency and acceptance in beauty standards. This initiative speaks to those looking for a skincare routine that respects all skin, celebrating the beauty of natural diversity.

For individuals interested in the Kiehl's intimate care collection, check out Kiehls.com and become part of the growing movement celebrating body positivity.

About Kiehl's Since 1851

Kiehl’s Since 1851, one of the renowned L'Oréal USA brands, started as an apothecary in New York's East Village over 170 years ago. The brand is rooted in a rich history of combining cosmetic and pharmaceutical knowledge that has evolved over generations. Renowned products such as the Ultra Facial Cream and Creamy Eye Treatment with Avocado are just a few of the beloved formulations that showcase Kiehl's dedication to quality, natural ingredients, and effective skincare.

Frequently Asked Questions

What is the concept behind Kiehl's 'Pubic Display Type' font?

The font is designed to celebrate body positivity by utilizing actual human pubic hair to challenge societal norms surrounding body hair.

What products did Kiehl's launch in the intimate care category?

Kiehl's launched the Ingrown Hair & Tone Corrective Drops and Over & Under Cream-to-Powder Body Deodorant to cater to intimate care needs.

How has Kiehl's responded to censorship in their campaign?

Kiehl's used the censorship as a creative opportunity to amplify their message of body positivity and respect for all skin types.

What is Kiehl's philosophy regarding self-care?

Kiehl's believes that self-care should be inclusive and that every part of the body deserves care and respect, promoting a holistic approach to skincare.

Who leads the global brand efforts at Kiehl's?

Jon Sáenz is the Global Brand President of Kiehl's, leading initiatives that prioritize inclusivity and body positivity in their campaigns.

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