Kiehl’s Adopts Space Tech
American cosmetics brand Kiehl’s has launched a new facial skincare range for men featuring Aerolite – an extremely lightweight material currently used as insulating material by Nasa in its space exploration efforts.
The Kiehl’s Oil Eliminator range is made up of an anti-shine moisturiser, toner and deep-cleansing wash, which is designed to reduce the presence of excess oil caused by sweat, sebum and pollution, and to mattify the skin – minimising the appearance of pores when used daily.
Aerolite is the lightest known solid material on Earth and is 99.9% air, making it an almost weightless ingredient. For Kiehl’s, this porous structure provides efficient sebum absorption capabilities (it can absorb up to four times its own weight in oil), and helps to scatter light, which creates a matt appearance and covers skin imperfections. The material is also hydrophobic in nature, so it helps to disperse and vaporise sweat on the skin.
Male consumers make up one-third of Kiehl’s market, and the brand has focused on their key concern – oily skin. Commonly, men have more issues with oily skin than women thanks to an increased number of sebaceous glands and the tendency to sweat more. For men in Asia, oily is also the most common skin type.
Kiehl’s is aiming to encourage men suffering from oily skin to adopt a skincare routine with the use of high-end, biologically and scientifically enhanced ingredients like Aerolite Technology. “Access to Aerolite Technology allowed us the opportunity to develop a cutting-edge, clinically demonstrated solution,” said Geoff Genesky, head of Kiehl’s Skin Care Laboratory.
To promote the line, Kiehl’s launched a tube of oil eliminator cream into space using mini cameras attached to a hot air balloon. The brand is also encouraging fans to send in photos of themselves, which will be 3D printed into mini astronaut avatars who will go on a similar journey 23 miles above the Earth.
For more examples of brands wowing consumers with loud and exploratory campaigns, see Science & The New Consumer Curiosity and Digital Wonder from the Thinking Digitally Industry Trend. For more on advanced, and even bizarre ingredients being used in beauty and grooming innovations, see Strange Beauty and The Biology Boom.