Kiehl’s — VIP Week: Skincare Rewards in Motion
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The Brief: Making Four Offers Easy to See
How do you communicate a promotion in just a few seconds on a busy social feed? For Kiehl’s annual VIP Week, Darkroom Studio was commissioned to create a vertical video presenting four key offers to people watching on their phones.
The Approach: Fast-Paced Visual Storytelling
Created for Instagram Reels and YouTube Shorts, the film uses an energetic visual style:
Motion Graphics as a Guide: Animated numbers — 1, 2, 3 and 4 — give each offer a clear place in the sequence. Red and black typography drawn from the brand’s visual identity keeps the information legible on a small screen.
A Hero Moment for Each Product: Quick cuts introduce signature Kiehl’s products, including Calendula Toner and its dark spot serum. Close-ups, lighting and shadow draw attention to the products and their textures.
A Sense of Urgency: An upbeat soundtrack and clean transitions give the promotion a brisk pace, supporting a clear invitation to act while the offers are available.
The Campaign Focus: From Attention to Action
The film follows a simple social-video principle: short, direct and fast-paced. Its role was to draw attention to VIP Week, give the promotion a presence on social platforms and direct interested viewers towards the stores or online shop.
About the Kiehl’s VIP Week Promotional Video
Year: 2022
Q&A
How was the Kiehl’s VIP Week video designed for social media?+
Created for platforms such as Instagram Reels and YouTube Shorts, the video uses a 9:16 vertical composition. The opening three seconds introduce bold motion graphics and the brand’s red-and-black palette. Fast-paced transitions and animated numbers separate the four offers, helping viewers pick out the key information as they scroll.
How does the film introduce several signature products in a short running time?+
The film uses a hero product showcase approach. Quick cuts between Calendula Toner, the dark spot serum and other products are balanced with detailed close-ups and considered lighting. The product sequence and rhythmic music create an energetic shopping context without requiring a long explanation.
Why use energetic motion graphics to promote a retail offer?+
On a busy social feed, motion can give a short promotion a clear rhythm. This film combines high-energy visuals with concise editing to create a sense of urgency around the limited promotion. The approach supports a clear call to action, inviting viewers to explore the offers in store or online. Sales and traffic impact would need to be assessed against campaign data.
- Client
- Kiehl's
- Project
- VIP Week Promotional Video (Reels / Shorts)
- Services
- Social video, motion graphics and product promotion
- Date
- 2022-03-21
