Staying true to its science-backed heritage, Kiehl's Since 1851 introduces its 1CC¹ CollaShot Plump Serum, a procedure-inspired innovation designed to address visible signs of aging associated with collagen loss, including wrinkles, loss of elasticity, lack of firmness, and facial volume changes, including after GLP-1-related weight loss.
Representing Kiehl's largest product innovation and marketing investment of the year, the launch introduces what the brand describes as a first-to-market "1 Pump = 1CC*" plumping claim. Powered by a proprietary collagen complex, the patent-pending formula is engineered to visibly plump skin, restore bounce, and improve the appearance of facial volume loss through a topical skincare approach.
The Results:
Cheeks are among the first facial areas to show visible signs of plumpness loss³ as collagen production naturally declines with age, alongside lifestyle factors like UV exposure, smoking, and stress. “Collagen is the main structural protein in the dermis and plays a critical role in maintaining skin firmness, elasticity, and support in the cheeks,” says Dr. Jane Yoo, dual board-certified dermatologist, Mohs surgeon, and Kiehl’s brand partner.
Kiehl’s 1CC CollaShot Plump Serum is formulated with supra-liposomal recombinant collagen polypeptides, vitamin B12, and rhamnose to help support skin’s firmness and visible contours. The serum delivers 3x skin plumpness improvement⁸ and +22% cheek-sagging improvement in GLP-1 users⁹.
Supporting the launch is a fully integrated 360-degree campaign spanning out-of-home advertising, experiential activations, earned media, creator partnerships, and retail. Centered around the campaign message, "No Shot. It Works.", the initiative is designed to broaden the conversation around facial volume loss while highlighting topical skincare as an option for consumers seeking clinically backed solutions.
The campaign includes a series of out-of-home installations across New York City and Los Angeles that reimagine traditional attorney billboards as a fictional "collagen law firm," alongside Wild Postings running through August 23. Consumers can engage with the campaign through QR-enabled sampling opportunities and a dedicated hotline experience.
Kiehl's will also debut its first consumer pop-up, created in partnership with Gloss Angeles. Following a VIP preview on August 13, the activation opens to the public on August 14 and features skincare consultations with Kiehl's Skin Pros, interactive product demonstrations, limited-edition merchandise, product sampling, and educational programming designed to bring the science behind the serum to life.
Across digital platforms, the campaign brings together board-certified dermatologists, skincare experts, creators, and entertainment personalities including Josh Peck, Christina Milian, and Tefi Pessoa to share educational, social-first content around facial volume loss and collagen health. Kiehl's has also partnered with dermatologists Dr. Jane Yoo and Dr. Dendy Engelman to provide expert commentary and educational storytelling across earned media.
Images courtesy of Kiehl's Since 1851
