Our expert bought his girlfriend's lotion, but not only that: he bought shaving cream for himself and soap for his wife. For this, he also received gifts from the store - samples of other products.
This story takes place two decades ago. Now Kiehl's Since 1851 is a cult brand. Sold in specialty stores around the world, it has millions of dollars in revenue in the high-end market.
Does this brand deserve the profit it makes Indonesia Phone Number Database from its high prices? Compared to the cost of raw materials, no. But Kiehl's customers measure price not by the raw materials, but by the feelings they get from buying and using these products. They make them feel "special."
Is this brand for everyone? No, not really. Not everyone even notices it. Only those who already have a certain approach to themselves and the products they use. BIf the customer thinks that cosmetics and skin care shouldn't be expensive, then this brand is invisible to them. If the customer's approach is to find something unique, one-of-a-kind, and extremely original, then this store tells them exactly that story.
This story proves once again: marketing is powerless if the brand's story does not match the perspective already in people's minds. Conversely, if the story matches the story (perspective, opinion, approach, worldview...) already in the minds of some group of people, then that brand is on the path to success.