Research indicates that the typical shopper at Kiehl's has an advanced college education and earns $60,000 to $80,000 annually. While Kiehl's is gender neutral, its shoppers are mostly female Asians aged 25 to 34, with their male counterparts accounting for just 40% of the population.
We began our search by scouring Kiehl's official website, media releases and news articles for information on the demographics of the company's consumers. While the customer profile could not be found through this means, we were able to run an analysis on the company's web traffic using SimilarWeb. This analysis revealed that apart from the United States, which generates the highest traffic (73.54%) on the company's site, no other North American country is among the significant contributors to the site's traffic. Instead, Vietnam generates the second highest traffic (2.87%), followed by the United Kingdom (2.59%), China (1.32%), and Germany (1.30%).
We then went further to search through demographic platforms such as Quantcast, Census Bureau, and Numerator Insights. Here, our research team was able to extract several data points from a real-time snapshot published by Numerator Insights. Also, business news organizations such as Quartzy were consulted for additional findings such as gender distribution.
AGE, GENDER, AND RACE
According to Numerator Insights, customers aged 25-34 years have an index of 161 and are the most populous group of shoppers at Kiehl's. Those aged 35-44 (index-124) are the second largest group. Consumers who are between 55 and 64 years, as well as those who are over 65 years, both have an index of 47 and are the smallest group of shoppers. Quartzy reports that 40% of Kiehl's customers are men; this means that their female counterparts make up the larger share of its clientele.
In terms of racial distribution, Asians lead with a large margin (index — 584), while Hispanics come second with an index of 89. African Americans are the third largest shoppers with an index of 67, while Caucasians are the least patronizers of Kiehl's (Index — 56).
INCOME, EDUCATION AND MARITAL STATUS
People who earn an annual income of $60,000 to $80,000 have the highest index (142) and are the most dominant shoppers at Kiehl's. Those who earn over $125,000 are the second most populous group with an index of 130. The third largest group earn between $100,000 and $125,000, with an index of 124. The least populous group of shoppers are those who earn under $20,000 (index — 55).
Most shoppers (index — 164) at Kiehl's have an advanced degree, followed by those with a college degree (index — 97). With an index of 151, the population of Kiehl's shoppers who do not have kids is more than twice that of shoppers who have kids (index — 56). According to a report published by the National Center for Family & Marriage Research, the median age at which Asian women first get married in the United States is 28.9 years. Hispanic women, on the other hand, get married at a median age of 27.5 years. This implies that most Asian and Hispanic women aged 25-34 who shop at Kiehl's would be married without children.