Research has shown that skin type is one of the key concerns in the cosmetics category. Additionally, exposing the audience to such pertinent real-life concerns might enable them to relate their own experiences, strengthening the relationship they have with the brand.

Also, observations indicate that beauty brands have yet to communicate about skin types through their communication, especially ones with Retinol products. Therefore, we believe that Kiehl’s can adopt an authentic communication approach by leveraging the TA's keenness for personalization to convince them that Retinol can work for their personal skin type. 

Despite having a solid technological base, Kiehl's has mostly been identified as a natural brand by its audiences because many of its well-known products are aligned with natural components. In today’s world, customers are more informed. Thus, they are more skeptical and seek products that can not only satisfy their needs on the emotional side but also on the scientific side, especially with a seemingly serious like Retinol. Therefore, Kiehl's wants to aim up science and dermatology in the brand's portfolio, offer the scientific factor in its communications, and ensure the success of those communications.