Kiehl’s focuses on student market in new Manila branch

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Kiehl’s new branch at Robinsons Manila

AMERICAN BEAUTY brand Kiehl’s has opened its newest store at Robinsons Manila bringing the total store portfolio to 16.

The 50-sqm store located at the ground floor of the mall is targeted to serve customers in the Ermita district of Manila and its environs.

“Kiehl’s has been looking to expand its doors to a wider customer base. We initially thought to expand outside of Metro Manila but we found there was still opportunity [to expand] in Manila,” Joan Hwang, Senior Product Manager for Kiehl’s Philippines, was quoted as saying in a release.

Kaila Nicdao, Business Unit Director for L’Oreal Luxe, told BusinessWorld during the launch on Nov. 29 that they see their market as being residents of Manila and students attending nearby schools like De La Salle University and University of the Philippines-Manila.

“In the past few weeks since we opened, our staff noticed that compared to other branches, we get more people coming in to do our complimentary skin consultations,” Ms. Nicdao said, noting that many potential customers want to try out their products.

She said that in this store, they chose to promote smaller-sized products because Ms. Nicdao acknowledged that students may not be able to readily buy a full-sized item from Kiehl’s.

“But really, you only need to use a small amount of product regularly to see it work,” she said, adding that their products can last for a considerable amount of time, and thus are a worthy skin care investment.

Next year, Ms. Nicdao said they plan on opening another branch outside Metro Manila and focusing on their new online store. — Zsarlene B. Chua