# Mountain-Ready Skincare Partnerships Kiehl's Partners with Ikon Pass and a Mountain Resort By Kalin Ned | Published 2026-01-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mountainready-skincare References: [lelezard](https://www.lelezard.com/en/news-22096095.html)  [Kiehl's](https://www.trendhunter.com/trends/skinvestment) Since 1851 is solidifying its status as a mountain-ready skincare brand by expanding its marketing initiatives within the winter sports sector. The company strategically does so by establishing a new cooperative agreement with the [Ikon Pass](https://www.trendhunter.com/trends/ikon-pass) network of ski resorts and renewing its existing partnership with [Jackson Hole Mountain Resort](https://www.trendhunter.com/trends/kiehls-and-jackson-hole). Thus, the brand effectively aligns itself with a high-activity, high-performance lifestyle, suggesting that its skincare formulations are rigorously tested and effective against the harsh environmental stressors common in alpine settings. Kiehl's strategic move as the official mountain-ready skincare partner across Ikon Pass and Jackson Hole Mountain Resort destinations translates to promotional activities such as on-site branding, product sampling at resorts, and sponsorship of special events. A key focus for the marketing effort falls on Kiehl's Ultra Facial product line and its Better Screen UV Serum. Image Credit: Kiehl's ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 47% | Activity: 50% | Freshness: 64% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Winter Sports Skincare:** The intersection of skincare and winter sports highlights a growing market niche focused on products tailored for severe environmental conditions. - **Active Lifestyle Branding:** Brands increasingly align with high-performance lifestyles to enhance their credibility among consumers seeking robust, tested products. - **On-site Experiential Marketing:** Experiential marketing within resort locales provides an immersive way for brands to engage potential customers in authentic settings. ### Where This Applies - **Skincare Industry:** A surge in demand for protective skincare solutions tailored to harsh weather conditions offers new product development avenues. - **Winter Sports Tourism:** The partnership of leisure-focused destinations with consumer brands creates additional touchpoints for targeted advertising. - **Outdoor Recreation:** Collaborations between outdoor activity providers and personal care brands unlock cross-promotional opportunities targeting adventure enthusiasts. ## Related on Trend Hunter - [Japanese-Inspired Beauty Products](https://www.trendhunter.com/trends/iki-skin-care.md) - [Technical Skin-Tight Mountaineer Garments](https://www.trendhunter.com/trends/the-north-face-and-skims.md) - [Skincare Automobile Partnerships](https://www.trendhunter.com/trends/elemis-becomes-the-official.md) - [Athlete-Focused Nutritional Support Partnerships](https://www.trendhunter.com/trends/us-ski-snowboard.md) - [Science-Backed Skincare Brands](https://www.trendhunter.com/trends/kind-atoms-1.md) - [Technically Elegant Ski Gear](https://www.trendhunter.com/trends/kith-for-columbia-nse-collection.md) - [Sleek Outdoor Recreational Gear](https://www.trendhunter.com/trends/greater-zion.md) - [Ski Competition Partnerships](https://www.trendhunter.com/trends/ski-mountaineering-team.md) - [Collaborative Winter Sports-Focused Collections](https://www.trendhunter.com/trends/us-ski-snowboard1.md)