Kiehl’s Fresh Approach: Letting Kids Be Kids

Kiehl’s has everyone talking with their latest campaign—one that’s making a statement for what it isn’t trying to sell.

Instead of riding the wave of marketing advanced skincare to young kids (we’re looking at you, Drunk Elephant), Kiehl’s is taking a stand. Their “anti-marketing” campaign focuses on age-appropriate skincare and preserving the magic of childhood. While other brands are pushing products, Kiehl's is telling us to step back and remember what childhood should be about—just being a kid.

The campaign features images of kids being kids, with clever, ‘anti-marketing’ slogans attached. One graphic shows a child with mud smeared across their face, accompanied by the line, "The only mask kids should wear." Another image captures a little girl enjoying an ice cream cone, tagged with, "The only anti-aging cream kids should buy." The visuals cleverly contrast the playful messiness of childhood with the world of adult skincare, making a point that’s hard to ignore.

By focusing on protecting kids' innocence instead of pushing products, Kiehl’s is making a strong, much-needed statement. The campaign is a reminder that kids should be allowed to enjoy their childhood without the pressure of adult beauty standards creeping in too soon, even if it means missing out on a sale.