Kiehl’s Since 1851 | Social Campaign

The Ask:

Kiehl’s was launching Ultra Facial Cream Medicated, a fast-acting recovery cream for sensitive, irritated skin. With 71% of consumers reporting skin sensitivity and irritation often described as burning or stinging, the opportunity was to introduce a medicated solution in a way that felt urgent, relatable, and culturally relevant rather than clinical, positioning Kiehl’s as the brand that shows up when skin is truly in crisis.

The Challenge:

While sensitive skin is common, conversations around it are often private or confusing, and skincare education can quickly feel technical or detached from real life. Kiehl’s needed to communicate serious efficacy and clinical proof while cutting through crowded social feeds and emotionally connecting with consumers experiencing real skin meltdowns. The challenge was balancing authority with approachability at launch.

The Solution:

We created the Kiehl’s Berner Hotline, a creator-led advice concept built around the idea of “Skin on Fire.” Fronted by Hannah Berner, the Hotline blended humor with real expertise, giving consumers a place to turn when their skin felt out of control. The social-first system transformed product education into conversation, making efficacy feel accessible rather than instructional.

The Result:

Kiehl’s most successful social campaigns — and product launches — to date, with over 5M views, media coverage, and a serious bump in retail sales across the globe.

Team:
Creative Director - Steve Whisler
Assoc. Creative Director - Cullen Bounds
Exec. Producer - Shyanne Wester
Editor - Abbi Abraham
Account - Emma Rosenbaum