Aging is not a friendly issue. It’s no casual topic or dinner table conversation, it’s a really, really, really serious matter. Which is why Zoolander has partnered with Kiehl’s to open The Derek Zoolander Center for People Who Don’t Age Good (CFPWDAG for those who are brevity inclined).

The Derek Zoolander Center for People Who Don’t Age Good is a facility built with the singular goal of treating and curing those who suffer from aging not good. Derek doesn’t believe in 12 step programs. That’s because you don’t need to walk a whole 12 steps to revert the symptoms of aging not good. Instead he’s opted for a more complex Center treatment plan. The 6.5 step program.

The program consists of ridiculous funny anti-aging steps such as the "Decontamination Chamber" where we cleanse customers' faces with Kiehl's products, the "Pants to Nipple Ratio" test where we find out if customers' ratio was youthful enough or the "Sense and Scents" ability test designed to educate customers the different smells of age and youth.

With no paid media and a symbiotic partnership we earned over $6.5M worth of media, generating impressions around the world and over 725K fan engagements with the brand. We had over 1,300 customers at the pop-up store even without prior promotion and all products were sold out. With influencers from all over the world amplifying our content, we earned over 25 million influencer impressions. Website and videos garnered over 374,000 views.

The Kiehl’s and Zoolander 2 partnership created mass awareness worldwide, and inserted us into pop-culture iconic status with headlines associated with Anna Wintour, Gigi Hadid, and in outlets such as Funny or Die, Vanity Fair, Mashable, and many more. This partnership helped to further build upon Kiehl's heritage as a company that pioneers new ways to leverage creative and unconventional methods for growing awareness and driving engagement.