THE WHAT? L’Oréal-owned Kiehl’s has opened a new European flagship on London’s Carnaby Street, combining retail, skin diagnostics and content creation as the skincare brand increases investment in physical retail.
THE DETAILS The two-floor, 1,300-square-foot flagship includes Derma Readers for in-store skin analysis, an interactive Brew Bar matching skincare ingredients with skin concerns and moods, custom screen printing and a photo booth. The entire upper floor houses Kiehl’s first European content studio, designed for creators, filming and community events. The location becomes the brand’s second standalone boutique in London’s West End and forms part of a network of 18 UK boutiques. The UK is one of Kiehl’s three largest European markets, according to parent company L’Oréal.
THE WHY? The flagship demonstrates Kiehl’s strategy of using experiential retail to connect physical stores with its digital and creator ecosystem, while investing in diagnostics, personalisation and community-led experiences to drive brand engagement and customer loyalty.
Source: WWD
