When Being A Good Dad Pays Off
The Harley-Davidson on display at Kiehl’s Pavilion store.
Kiehl’s, the New York institution, is not built by businessmen, but by fathers who deliver family values into the business. SYIDA LIZTA AMIRUL IHSAN writes.
Irving Morse (seated) and his staff at Kiehl’s New York store in 1938.
HERE’S a little Father’s Day story. When John Kiehl opened his New York apothecary in 1851, little did he know that the brand would grow by leaps and bounds.
After all, he only sold pharmaceutical tonics and medicinal salves.
He was a father figure to Irving Morse, a Columbia pharmacology graduate who apprenticed under him.
Morse bought the pharmacy, keeping the name for its reputation among the community.
Morse’s son, Aaron, also a pharmacology graduate from the same university, grew up in the store and solidified the brand into what it is today.
He displayed vehicles (motorcycles and cars) in the store to entertain men while their wives shopped for face creams.
The idea became a hit. Motorcycles are permanent fixtures in Kiehl’s stores today.
He once said: “I’d rather make a friend than a sale.”
Trust and relationship were vital to him. The products, he said, can speak for themselves.
He introduced free sampling of mini bottles and sachets so that customers could try the products before buying.
Aaron was an active man. A fighter pilot during World War II, Kiehl’s shaving creams were named after his aircrafts - the red, white and blue eagle.
And if you are a guy who loves its Facial Fuel range, the aircraft logo is a reminder of Aaron’s adventurous side.
He passed the business to his daughter Jami and her husband Klaus Heidegger and when they had their daughter Nicolette, the baby range was born.
As Nicolette grew into a girl and her love for horses grew, Kiehl’s came up with an equine range.
The brand still spends nothing on advertising. Its sales growth is made through word-of-mouth recommendations and customers are treated like friends.
The last time I was in its Pavilion store, the bestselling Amino Acid shampoo, the Creme de Corps lotion and the SPF15 lip balm were all out of stock.
Business is brisk at Kiehl’s.
Irving must not have foreseen the success of Kiehl’s when he bought it at the beginning of last century, but love, perseverance, passion and patience have paid off. And I think being a good dad has something to do with it too.
* Kiehl’s is celebrating Father’s Day from Friday to Sunday with a host of activities for Dads. There’s a Kiehl’s Mini Race by Tamiya at Isetan Suria KLCC and Tamiya miniature building at its Pavilion outlet. Tamiya’s range of new and vintage miniature vehicles will also be on display until month-end. There will be coffee and light snacks for fathers, courtesy of Coffee Bean.
New Straits Times