The brand's focus on space is evident inside the product as well as in its launch: the Oil Eliminator contains the ingredient ‘aerolite’, a light and porous substance which NASA has used in some of its space missions.
The brand, which has recently upped its efforts to court the ever-growing male grooming consumer base, notes its latest launch ‘fits with the brand and its spirit of adventure’.
The stunt was filmed, and the footage was used as video advertising in a multimedia launch across web and TV platforms, and the product will further widen the brand’s male grooming range.
With male grooming seeing a 70% global increase over the past six years in the number of personal care launches, it appears Kiehl’s is making moves to position itself as a key brand for men and take full advantage of the ongoing category growth.
The campaign centers on the brand’s "Put Space On Your Face (In Five Easy Steps)" video, which is complemented with behind-the-scenes footage on the stunt, and a selfie-focused consumer competition.
With the campaign, Kiehl’s is angling to appeal to the burgeoning male grooming consumer population in the States, with the segment expected to grow by an additional 13% during 2013-18 globally, achieving sales of $4.4 billion in 2018, according to Mintel.
“This campaign really fits [Kiehl’s] personality because it’s experiential, social and video all combined,” Alex Schwartz, from the New York agency who helped produce the campaign, has told Mashable.
Putting space on your face
This is not the first time that space-related stunts have featured in the beauty industry this year.
Recently, Foreo, a cosmetics company in Sweden, announced its intention to ‘brighten the surface of the moon’, to reflect slightly more sunlight onto Earth, making the night sky brighter.
According to the company, the idea is to use materials already on the moon to lighten its surface, as a brighter night sky could translate to fewer global-warming carbon emissions.
The company - with a motto of 'beauty beyond cosmetics' - reports this project to have 9,544 backers and €38,355,775 in investment funds, and says its first moon mission is slated for 2020, with new rovers deploying every three years.