Kiehl’s is making a notable return to the locker room this summer by partnering with Life Time, a luxury athletic country club. Announced on a Wednesday, this exciting collaboration will introduce Kiehl’s products at nine select Life Time locations throughout New York City. This move comes after Kiehl’s parted ways with Equinox last year, a decision that generated quite a buzz on social media among gym-goers. The partnership with Life Time represents Kiehl’s commitment to aligning itself with environments that embody wellness and personal care.
John Reed, Kiehl’s general manager, expressed that this partnership perfectly aligns with the brand’s vision. He highlighted how Kiehl’s aims to be at the intersection of experience and effectiveness, mirroring the feelings of satisfaction and vitality one gets after a great workout at Life Time. Reed believes that the brand caters to individuals who strive for excellence, making Kiehl’s products a natural fit for people focused on wellness and a lively lifestyle.
Similarly, Ryan Brister, Life Time’s vice president of club operations, emphasized how this collaboration reflects their dedication to providing exceptional wellness experiences. He noted that Life Time focuses on uncompromising quality in everything they offer, which complements Kiehl’s premium skincare offerings. The selected locations will feature a range of Kiehl’s popular products, including their Amino Acid Shampoo and Bath and Shower Liquid Body Cleanser, bridging the gap between fitness and skincare effortlessly.
The anticipation surrounding the partnership is palpable, especially following the backlash from New Yorkers when Kiehl’s exited Equinox. Brister acknowledged the strong emotional connection many locals have with the Kiehl’s brand, noting that it has always been an amenity on their radar. He expects an overwhelmingly positive reception from Life Time members, making the integration of Kiehl’s products a significant aspect of their member offerings.
Reed made it clear that returning to the fitness space was always in Kiehl’s plans; it was just a matter of finding the right partner. He recognized the natural overlap between high-end fitness members and Kiehl’s loyal customers, suggesting that being in such an environment will encourage new customers to explore the brand and foster loyalty. Life Time’s growth and innovative approach to wellness are also appealing, with the company boasting 180 locations and notable revenue growth.
To announce this partnership, Kiehl’s and Life Time plan to launch a dynamic marketing campaign. This includes engaging digital screens within Life Time clubs, newsletters, and collaborations with influencers. A cheeky campaign featuring reality star Brittany Cartwright will creatively introduce the partnership. The concept plays on themes of moving on after a breakup while linking to Kiehl’s exit from Equinox and its fresh start with Life Time. This clever narrative aims to engage the audience in a relatable and fun manner, setting the tone for a successful collaboration.
While Kiehl’s initial presence is limited to nine New York locations, both brands envision expansion possibilities in the greater New York area and even on the West Coast. Brister’s comment about “thinking big, starting small, and moving fast” reflects their intent to grow this partnership strategically, potentially bringing Kiehl’s offerings to Life Time’s spa locations, further enhancing the wellness experience they provide.