Context

The Global GM of Kiehl's and his team recognized Education as a crucial element of customer acquisition strategy, particularly in engaging Gen Z, who requires a distinct approach in how brands educate them.

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Approach

Leveraging our expertise in Beauty, we orchestrated a 2-day intensive session tailored to explore Gen Z's evolving relationship with educational content, drawing inspiration from the category and beyond. We guided the team to articulate a new strategy and brainstormed new activation ideas to capitalize on the educational opportunities.

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Result

This initiative transformed team dynamics, with both seasoned and newer team members aligned under a unified brand direction. We collectively generated 8 actionable activation ideas, setting the stage for a successful education-focused strategy for the coming two years.

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