A Modern Loyalty Program with a Creative edge

Build creative propositions

Why The Upside

Kiehl’s was looking to develop a loyalty program with the same structure and approach as used by other L’Oréal brands. The team brought in The Upside to make sure the loyalty scheme reflected the creative and original spirit of the Kiehl’s brand.

How We Approached the Challenge

  • Together with the Kiehl’s team, we looked at a wide variety of loyalty approaches, identifying the key parameters we wanted to distinguish in
  • We worked together with the loyalty marketing partner of L’Oréal to identify constraints and possibilities within the platform and program
  • We ideated a long list of experiences, surprises, and gifts, which were qual and quant tested with Kiehl’s consumers in the UK, US, and Korea


An experience-led global loyalty program was launched in August 2018, setting Kiehl’s apart within the L’Oréal family.

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