Kiehl's and FIDM Team Up For 7 Promotional Events
Beauty Students from FIDM's Promotion & Presentation class recently developed promotional events at seven different Kiehl's stores in Southern California.
Student groups were tasked with developing a marketing plan for their respective event and promoting it on social media. Promotions were created in conjunction with what Beauty Marketing & Product Development Students have learned in class and from individual store management. Kiehl's District Manager for Southern California, Camie Mokma, evaluated the students' marketing pitches.
The Kiehl's Westfield Century City event featured a DIY Fill-A-Bag making station with non-perishable goods to benefit Feeding America and the Los Angeles Food Bank. A food-themed display of products was also on hand to celebrate the month of giving. By the end of the event, more than 30 bags were created for donation.
"My group and I really appreciated the great relationship and mutual support we had with both the store and the mall," said Lea Garn. "It made the event more enjoyable and run smoother. We felt very good and accomplished walking away from the event." Kiehl's charitable gift sets (pictured), benefitting Feeding America, were also sold during Lea's group's event.
A pet adoption event, Howlidays, held at Kiehl's on Robertson in Los Angeles featured a collaboration with Tobie's Small Dog Rescue and The Labelle Foundation. Two large dog pens with puppies and adult dogs saved from high kill shelters were placed inside the store by the window displace to create organic foot traffic to the store.
The three-hour event featured snacks and refreshments, as well as a photo booth, nail art, raffles, and gift boxes from Max & Bones. Eight dogs were adopted and 10 more applications were filled out for future adoptions.