Chris Salgardo, president of Kiehl's USA, the New York-based skin and hair care line, and author of "MANMADE: The Essential Skincare and Grooming Reference for Every Man," says he knows where his customers are — and they're right here in Atlanta.
"Atlanta is always in the top five in sales so when we started putting stores in around the world, coming to Atlanta was a no-brainer. We opened our first store in 2001 and Atlanta in 2004. Our Georgia customers have helped drive our company's growth, supporting Kiehl's both in store and online. We've always done well in Atlanta," he said.
Atlanta still continues to be a strong market and Kiehl's just expanded its Lenox Square store to 1,200 square feet while maintaining the store's signature apothecary aesthetic and features. The design features elements from the original pharmacy with historic photographs, Mr. Bones, a teaching skeleton and the Kiehl's icon, a signature motorcycle (to symbolize the Kiehl's founding family's passions and adventurous spirit) as well as modern features such as energy-efficient light fixtures and the use of natural, sustainable materials.
Kiehl's started as an East Village apothecary and its founders used pharmaceutical, herbal, cosmetic and medicinal knowledge to develop the products. The first Kiehl's branded products were introduced in 1921. Over the years it developed a cult following for its full line of skin, hair care and body care lines for women, men, children and, yes, dogs. In addition to its branded stores, the products are available in specialty boutiques as well as department stores such as Saks Fifth Avenue and Bloomingdale's. "The stores don't cannibalize each other," said Salgardo. "The pie is big enough."
It also gained notice for its marketing strategy. Or, more precisely, its lack of one.
"We're a non-promotional brand," he said. "We don't advertise and we don't pay celebrities to use our products. There's no free lunches. If we did that, it would be harder to keep our prices reasonable. We believe in the honesty of our products and, because of our service and products, we don't need to advertise. We've been in business for 165 years and we've stayed our course. Our customers believe in us."
The store, which divides its products into specific lines, has a prominent men's care section. Salgardo is passionate about introducing men to proper skincare and wrote a book, "MANMADE: The Essential Skincare & Grooming Reference for Every Man," which combines basic tips and techniques for men, tailored sections that focus on specific men's archetypes and a quick reference section addressing men's head-to-toe grooming concerns.
"We've had a men's only line, Facial Fuel, for several years. I had a hairdresser who told me to try Kiehl's and it was the best kept secret for men. If a man has bad skin there's not a lot of products; if a woman does, she has a lot of choices and she can cover it with makeup. We are on a quest to be a single resource for men in their grooming needs."
To Salgardo, it's as much of a teaching process as it is a marketing one. Women, he said, are taught early on about grooming, applying makeup and choosing the right skin and body care products. "Fathers just hand sons a razor and say 'Don't cut yourself.' I think now is the right time for men to learn how to take care of themselves. Once men use our shave gel, they see they get a sweeter shave. It's not vanity; it's looking good as well as protecting your skin."
The male market is very loyal to its products, doesn't want to waste a lot of time shopping nor spend a lot of money. "You won't get a lot of men spending $150 on a moisturizer," he said. "Really, anyone who spends $150 on a moisturizer should re-think it."
Even though the Facial Fuel line for men is among its top sellers (the Ultra Facial Cream is the best seller), Salgardo wants men to "up their game" and expand their skin care routine by using products such as its eye cream, night cream, anti-aging gel, lip balm, face energizing wash and body scrub. Two and a half years ago they introduced an Oil Eliminator line for men with oily skin. This month an Age Defender line was introduced that includes a moisturizer, eye cream and power serum. In addition, a beard conditioning oil will come on board in June.
Men in metro Atlanta are getting on the grooming bandwagon. About 18 percent of Kiehl's products sold in Atlanta are aimed at men and about 30 percent of its customers are men, and according to Salgardo, that's significant.
Although a few lines, such as Tom Ford, have skin care products for men, Salgardo believes that Kiehl's makes it especially easy for men. "Our stores make it comfortable for both men and women to shop. We are a no-nonsense company where we do what we say and men — and women — respond to that."
A man entering the Lenox Square store for the first time will find a men's destination space designed for specialized grooming education and demonstrations as well as a Kiehl's customer representative who will offer quick, straightforward recommendations.
Women want preventative skincare products while men and Millennials want anti-aging ones that have ingredients such as Vitamin C that target fine lines, he said. "Of course, there's only so much you can do over the counter."
While it doesn't spend money on advertising, Kiehl's benefits from a generous sample program where customers are given several product samples as well as its good will from its commitment to the environment and philanthropy. Inside every store is a recycling bin where customers can return empty Kiehl's jars, bottles and tubes in exchange for complimentary products.
The company has four pillars of philanthropy: AID/HIV, the environment, children and women's health issues, mostly fighting breast cancer.
For its grand opening, Kiehl's partnered with Children's Healthcare of Atlanta and donated $3,000 to the hospital.
"We have a conscience. We want to reduce our footprint and we walk the walk," he said. All the products are made in the U.S. but the bags were made in China. Salgardo pulled the manufacturing out of China and now the bags are made in this country. "It quadrupled the price of our bags but we took a stand in favor of manufacturing jobs in this country," he said. "Eventually the price came down, but actions like that do matter."
Kiehl's Since 1851
Lenox Square
3393 Peachtree Rd. NE
Atlanta, A. 30326
404-816-7636
Monday to Saturday, 10 a.m.-9 p.m.
Sunday, 11 a.m.-7 p.m.
