Boosting Search Performance in the Nordics: Kiehl’s x WPP x Lengow

Kiehl’s is a globally recognized skincare brand within the L’Oréal Luxe Division. With a heritage rooted in apothecary traditions, the brand is known for its commitment to quality formulations and premium customer experiences. In the Nordics, where Kiehl’s operates the only direct-to-consumer (D2C) website among L’Oréal Luxe brands, the digital channel is a vital growth lever.
 
Search represents one of Kiehl’s top performance channels, generating 25–30% of both traffic and revenue. To support this strategic focus, Kiehl’s partnered with WPP, the agency responsible for media and search operations across the L’Oréal Luxe portfolio in the region. Together, they sought a more efficient, scalable, and accurate way to manage product feeds and boost campaign performance.

Kiehl's website on laptop

  • Industry

    Beauty & Skincare

  • Type

    Brand (D2C)

  • Market

    Nordics (SE, DK, NO)

  • Size

    Part of L’Oréal (88,000+)

  • Revenue

    L’Oréal: €41.18B (2023)

  • Used by

    DTC Manager & WPP SEA Strategy Specialist

  • Product used

    icon netAmplify

Increased campaign performance through optimised product feeds

+

+27%

increase in sales during Black Week 2024, despite a 14% lower ad budget

+

+41%

increase in CTR achieved by optimizing image formatting and content

2

250%

more SKUs live in the feed within weeks of onboarding Lengow

Challenges & Objectives

Before implementing Lengow’s NetAmplify, Kiehl’s and WPP were limited by a fragmented and unreliable product feed system. Only about 30–50 products were live in the Google Shopping feed, with major quality gaps across attributes like imagery, pricing, and availability. Despite trying various third-party tools, the teams couldn’t find a scalable or precise solution.

The goal was clear: adopt a centralised feed management platform that could support both automated input and manual corrections, improve data quality, and enhance visibility across all eligible SKUs, just in time for the critical Black Week shopping period.

Kiehl’s main challenges:

  • Incomplete product feed with only 30 of 175+ products live

  • Missing or inaccurate titles, descriptions, prices, and currencies

  • Missing product variants (e.g. 28ml or 125ml formats), creating pricing mismatch and uncompetitive offers)

  • Images too small, low quality, or with disqualifying black backgrounds, causing disqualifications in Google Merchant Center

  • Manual SFTP feed not updating daily, leading to out-of-stock products being advertised

  • One of the third-party tools blocked by reCAPTCHA and unable to capture all product variants

  • Limited tools required time-intensive manual work

Solution

After consulting internal teams in Benelux already using Lengow, Kiehl’s and WPP selected NetAmplify – Lengow’s Ads Feed Management solution – to overhaul their product feed operations. Thanks to proactive support from the Lengow team, the solution was implemented rapidly in the run-up to Black Friday.

NetAmplify enabled Kiehl’s to rebuild a complete, clean, and optimised feed in record time. With daily updates, enriched attributes, and visual optimisation, the new feed significantly improved ad quality, campaign agility, and product visibility, all within a single platform combining automation with manual precision.

The support from Lengow’s Customer Success and onboarding teams played a key role, ensuring smooth implementation, fast troubleshooting, and day-to-day guidance throughout.

Frederic Meyer, Senior SEA Strategy Specialist @ WPP Media, puts it this way: “Despite having a -14% lower cost from Google Shopping, we saw a +27% increase in purchases. Optimizing the image links alone improved our CTR by +41%. Lengow’s support team was instrumental in helping us get the feed up and running just in time for Black Week.”

Key actions taken:

  • Built and distributed a complete feed for all 175+ SKUs

  • Added brand names and size formats (e.g. ml) to all product titles

  • Enabled daily feed updates for stock and price accuracy

  • Corrected image formatting and background to meet Google standards

  • Dynamically activated promotional pricing and availability

  • Provided real-time attribute editing through the NetAmplify platform

Key benefits

Full control of all product feed attributes via a single interface

Rapid onboarding and deployment in under one month

Scalable feed management across the entire product catalogue

Significant uplift in ROAS and time saved across teams

Photo of Morten Buch-Larsen

With NetAmplify, we finally have the control and flexibility we’ve needed for years. We’re no longer wasting time on workarounds, we’re focused on driving real performance.

Morten Buch-Larsen

Nordic E-D2C and E-commerce Manager

Kiehl’s (L’Oréal Luxe)

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