07.31.24
L’Oréal-owned brand, Kiehl’s Since 1851 ventured into new territory with its new Kiehl’s Personals. Two new products address the growing need for effective hair removal products.
The Ingrown Hair & Tone Corrective Intimate Drops and Over & Under Cream Powder Deodorant highlight intimate care. They address Gen Z's high rates of hair removal and their need for effective solutions to ingrown hairs, bumps, and odor control.
Both products are designed for all skin types, tones, and genders, and have been tested for safety by both dermatologists and gynecologists.
The Kiehl’s Personals collection will be introduced by comedian Ilana Glazer and professional waxer Chloe Dein in a new “Who Wants to Be a Million-Hair?” campaign.
The PSA campaign video makes a statement against outdated body hair taboos and seeks to change the way people talk about body hair and odor.
Kiehl’s Ingrown Hair & Tone Corrective Intimate Drops offers a gender-neutral approach to tackling ingrown hairs and uneven skin tone. Drops are formulated with a blend of AHA’s for improved ingrown hair conditions and are enriched with Astaxanthin and Jojoba Oil to promote even skin tone and fortify the skin's protective barrier.
The drop’s dual-action formula provides visible results by effectively clearing 90% of ingrown hairs in just 3 days and enhances the skin tone of intimate areas within 2 weeks.
Over & Under Cream to Powder Deodorant is a 96-hour deodorant and can be used on all areas of the body. This deodorant is formulated with gentle acid blends to help counteract body odor, while the cream-to-powder finish helps minimize the feeling of discomfort caused by friction. It is formulated without aluminum and talc and is lightly scented and gender-neutral.
The new products will be featured as part of the brand’s launch on TikTok Shops, on sale via the shop beginning August 1st. The brand’s strategy is to curate a social-first assortment on TikTok Shops. Other products on sale on the platform include Ultra Facial Cream, Rare Earth Mask, Avocado Eye, and Liquid Pimple Patch.
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