Kiehl’s 契爾氏餐旅三甲 496571281 陳景怡 Viola日文三甲 496241290 曹慈芳 Alice西文四 495230529 黃珈琪 Vivian

Intro Kiehl's is a premium American cosmetics

brand retailer, founded in New York City's East Village in 1851. It currently has stores worldwide and is owned since 2000 by the L’oreal cosmetics group. Kiehl's specializes in making premium skin, hair, and body care products, and its formulas utilize extensive herbal and pharmaceutical knowledge passed on through generations of manufacture.

Brand Overview Kiehl's is a New York-based

manufacturer of a full line of body, hair, shaving, and fragrance products for both men and women.

Selected items are also made for dogs and horses.

Corporate philosophy

It does not mention beauty, beauty products, or fashion .

Making the world a better place through a daily commitment to excellence.

Slogan Love Life

Core Value Science Education Giving Service Respect Quality

Charity Dedicated to to pay back to the

society. Protecting the environment. Concerning disadvantaged children. Concerning the issue of Aids.

Charity 30 years ago, as Kiehl’s set their corporate

philosophy, they clearly declared their strong faith to pay back to the society, since then, “giving feedback to the society” becomes the corporate philosophy. Protecting the environment, concerning disadvantaged children and concerning the issue of Aids are the main charity they do. Through participating charity activities, they want not only to publicize their brand but also gather all people’s ability to accomplish a better world.

2006, Global Earth Day, raised money for the activity of Danshui river-tracing. To encourage people to explore the issue of river-protecting.

A kiss to AIDS babies, raised money for AIDS babies’ medicare and dwelling house .

2007, raised money for 浮萍兒(children without parents company while they are after school hanging about on the street like duckweed). To form reading activities for them.

SWOT Analysis Strength1.Overseas market.2.The organization system is complete. 3.They fully practice their business principles and core values. 4.They have a great plan for realizing goal. 5.They have a mature research and Development department.

SWOT Analysis Weakness1.It doesn’t have appealing packages.

2.They are not very well-known in Asia.

SWOT Analysis Opportunity1.They improve their products consulting

customers requests.

2.International expansion.3.They don't test on animals, that appeals to

people who protect animals.

4. Growing organic market.

SWOT Analysis Threats1. Advertisements are not well-exposed.2. Unit-price is higher.3. Strength of competition.4. Fluctuation of foreign exchange rates;

Economies.