Cummins&Partners has become the first Australian agency to gain a luxury brand from L’Oreal and the first agency to handle both creative and media duties for L’Oreal.

A win with notable features like these is another feather in the cap of the agency that has been growing like spring grass over the last year in particular.

Kiehl’s is a trendy skin care range that cleverly spans both science and natural skin ranges, and mainstream and niche market sectors. It was begun by John Kiehl as a single pharmacy at Third Avenue and East 13th Street in 1851, selling teas, herbs, tinctures and honeys from pots stacked on baker’s racks.

Skin care wasn’t part of what it did until Kiehl retired in 1921 and his apprentice, Irving Morse, acquired the business. Morse’s daughter, Jami, took over the company, she took it to Neiman Marcus, Bergdorf Goodman and Saks Fifth Avenue. But it grew to fast for her to handle and in 2000 she sold the family business to L’Oreal.

L’Oreal was happy to pay between $US100 million and $US150 million to acquire a brand that was in with the in crowd with its new wave cosmetic ingredients. For Kiehl’s, the acquisition led to international expansion and quadrupled the brand’s sales.

Kiehl’s currently has more than 250 retail stores worldwide, and over 1000 points of sale plus sales in high-end department stores, select airport locations, and independent stockists.

It is famous for providing its customers with free samples as part of the consultation process, its word of mouth and in-store consultation marketing, and its large male following.

Christine Burke, corporate communications director of L’Oreal, stated, “We were impressed with cummins&partners’ innovative thinking on our brand. From strategy to execution they get our brand and our sensibilities. Kiehl’s is a brand that needs careful consideration, Cummins&Partners proved they ‘got’ the brand from shop fit out to advertising. This brand is a jewel in the L’Oreal crown and needs careful handling – we have utmost confidence in Cummins&Partners and their joined up creative and media model to deliver brilliant communications to help build the brand with us.”

Kirsty Muddle, chief innovation & media officer, Cummins&Partners added,” Kiehl’s, a hero in the Luxe portfolio, is a unique brand and needs a unique plan. Having creative and media under one roof means we can offer them something unique and a level of attention the brand deserves.”

The appointment begins immediately. The scope of work will cover Australian and USA.