#USA #New York #Jackson Hole #Kiehl's #Ikon Pass

Kiehl's Expands Outdoor Presence with Strategic Partnerships

In an exciting move for outdoor enthusiasts and skincare lovers alike, Kiehl's Since 1851 is taking its commitment to the mountain lifestyle to new heights. The esteemed skincare brand has recently announced the launch of a new partnership with select destinations under the Ikon Pass, marking a significant expansion of its outdoor presence. Additionally, Kiehl's is renewing its collaboration with Jackson Hole Mountain Resort for the third consecutive year, solidifying its role as a key player in the skiing and mountain culture scene.

A Strategic Move

Kiehl's has positioned itself as the Official Skincare Partner of Ikon Pass, which encompasses numerous renowned ski resorts across North America. The brand is also continuing its role as the Official Skincare and SPF Partner at Jackson Hole Mountain Resort. This new alliance is one of Kiehl's most ambitious marketing ventures, integrating luxury skincare into adventure experiences.

John Reed, Kiehl's General Manager, emphasized the brand's legacy of adventure, noting its historical support for expeditions like those to Everest. "With 30 million U.S. skiers and snowboarders, and a large percentage of consumers preferring brands associated with their passions, these partnerships are essential for exemplifying product efficacy in real-world scenarios," he stated.

Enhancing the Experience

Through its partnership with both the Ikon Pass and Jackson Hole, Kiehl's will activate various consumer touchpoints, ensuring engagement from initial interest through to post-visit experiences. Key aspects of this collaboration will include:

• - On-Mountain Branding: Integrating Kiehl's branding into resort environments, including trail maps, digital displays, and signage.
• - Retail Programs: Launching on-site retail and sampling initiatives aimed at allowing guests to try products specifically designed for extreme conditions.
• - Event Sponsorships: Hosting branded events, such as 'Kiehl's Weekends', where guests can enjoy exclusive experiences, après-ski programming, and product sampling.
• - Special Events Participation: Being involved in significant events like Jackson Hole’s Rendezvous Music Festival, thereby amplifying brand exposure and fan engagement.

Focus on High-Performance Products

The partnership highlights Kiehl's Ultra Facial Franchise across all participating resorts, with a special focus on the Better Screen UV Serum at Jackson Hole Mountain Resort. This dedication not only emphasizes skincare but also addresses the unique demands of mountain environments—underscoring hydration and sun protection as essential year-round.

Cultivating Authentic Partnerships

Ryan Blanchard, VP of Brand Partnerships for Alterra Mountain Company, expressed enthusiasm for the collaboration, highlighting the synergy between Kiehl's commitment to performance and the experiences provided at mountain resorts. “Kiehl's has a heritage of adventure that aligns perfectly with how we want guests to engage with our destinations,” he noted.

Ned Wonson, VP of Marketing at Jackson Hole Mountain Resort also shared positive feedback regarding the partnership, which enhances the guest experience through high-quality products tailored for outdoor activities.

Conclusion

Kiehl's expansion into the mountain lifestyle realm is a testament to the brand's serious dedication to combining high-performance skincare with lifestyle experiences. As Kiehl’s continues to grow its outdoor presence, it aims to cater to both seasoned adventurers and casual visitors searching for effective skincare solutions while enjoying the great outdoors. This innovative approach not only meets customer demands but also redefines the intersection between skincare and lifestyle, making Kiehl's a standout in the world of personal care.

This strategic initiative positions Kiehl’s not just as a skincare brand, but as a vital component of the outdoor experience, appealing to a diverse audience looking for quality and performance in their skincare routines, even in the most challenging environments.