Kiehl’s: the business of looking good

Kris O’Donnell

Before there was electricity, before the coffee pot, even before the

cylinder printing press, there was, since 1851, Kiehl’s, the cult

skin and body care company.

For 150 years, this old world apothecary of New York’s East

Village has been offering a blend of cosmetic, pharmaceutical, herbal

and medicinal knowledge that was developed and handed down through

the family’s generations. The company now offers face, hair and body

care preparations at its newest store at South Coast Plaza in Costa

Mesa.

Kiehl’s, which joined forces with L’Oreal in 2000, helps

image-conscious southlanders turn the other cheek -- for more of

their luxurious, albeit expensive, products.

“At Kiehl’s, we use only the finest natural ingredients and

minimal preservatives in our fresh, made-by-hand, original

preparations,” store manager Katy Riddell said. “We also maintain a

‘Try before you buy’ philosophy. With or without a purchase, free

samples are available to every customer.”

Kiehl’s old-style, no-frills packaging, with directions that

actually make sense, lets you feel as though you’re just paying for

the stuff in the bottle.

“We don’t, and never have advertised, our product line. We believe

that once you’ve tried them, you’ll come back for more,” Riddell

said. “Word of mouth is our best advertising tool.”

Browsing the store is pure olfactory bliss -- Kiehl’s coconut

smell like old-fashion tanning oils, and their facial cleanser has

actual berries in the bottle. No products are artificially scented.

The staff offers a personal care regime that is appropriate for

each individual’s skin, hair and body care needs. Furthermore, the

Kiehl’s experience supports Southern California’s active, healthy

lifestyle.

“Our business is to make you look and feel good,” Riddell said.

“Guys make up 30% of our business.”

Moreover, guys will drool over the vintage 1947 Harley-Davidson

Knucklehead Suicide Shift motorcycle on display at the store.

Kiehl’s also offers an infant skin-care line.