Making history: Kiehl's looks to its Heritage

The range features old products from the Kiehl’s archives, such as Original Musk Oil, Ultra Facial Moisturizer, Ultra Facial Cream and Calendula Toner. The packaging is inspired by the brand’s New York background, and features a classic aesthetic and typeface.

This is a compelling example of a brand using its history to appeal to customers while giving old products new relevance.

For more about how consumers are responding to heritage, read our Revivalism macro trend, and Trad-Modern micro inspire.