Are you a Cremaholic?

A new digital campaign titled “Cremaholics” is the latest venture by skincare brand Kiehl’s.

Since their takeover by L’Oréal in 2000 there has been a concerted push towards engaging with wider audiences, and re-engaging with existing customers, largely through digital platforms.

“Cremaholics” is a light-hearted, humorous video campaign, which utilises celebrities and influencers such as Maya Jama, to play on the modern-day addiction to skincare alongside promoting Kiehl’s’ product range.

Interestingly, Elle’s Beauty Editor, Joely Walker was also chosen to take part in this activity, further suggesting the changing press landscape whereby journalists are gaining traction as influencers (see also, Alessandra Steinherr). It aims to digitally interact with the public largely via Instagram through using the hashtag #cremaholic and the Kiehl’s’ website also allows you to select which degree of Cremaholic you are.

This range extends from Novice to Obsessive and depending on your selection the website will suggest a basic range of products to improve your skincare routine.

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KilpatrickDecember 14th 2017

We scrub up alright ✨🙌🏻⚡️🥂 #KPRxmasparty

KilpatrickDecember 12th 2017

TWIN TUESDAY 👯 in the digital team we like to coordinate 💁🏼💁🏼 #twinstagram #matchymatchy #twins

KilpatrickDecember 11th 2017

When your face mask is good enough to eat 😍😍 Our new @masquebaruk Festive Ingredients face masks are getting our skin all prepped for the KPR Christmas Do 🎄🎄🎄🎄 Beaut pic by @holstayy #masquebar #facemasks

KilpatrickDecember 8th 2017
KilpatrickDecember 7th 2017

It looks like these @delilahcosmetics goodies are ready for the festive season🎄🎄🎄 *adds entire collection to Christmas list + blares Mariah Carey* #delilah #delilahcosmetics #makeupflatlay #christmasvibes

KilpatrickDecember 4th 2017

The world's most addictive game is BACK! Head to to WIN @realtechniques goodies ❄️❄️ #RTPlay

KilpatrickDecember 1st 2017

IT'S DECEMBER 🤶🏼🤶🏼🤶🏼 *blares Michael Bublé aggressively*

KilpatrickDecember 1st 2017
KilpatrickNovember 29th 2017

What you CAN'T see in this pic is the numerous KPR gals holding up different lights and backdrops 😂 the lengths we go to for a good insta shot 💋 #doingitforthegram #instagram #flatlay #bts

KilpatrickNovember 23rd 2017

Wishing a happy thanksgiving to all of our fabulous American clients 🍂✨