Kiehl's Captain America Comic Book Arrives in The Wall Street Journal

Kiehl's, the skincare and haircare retailer, sent a custom Captain America comic book to Wall Street Journal subscribers in New York, Los Angeles and San Francisco on Thursday as part of a content marketing effort meant to help the company better connect with men. Marketers in general have increasingly been trying to win consumers’ attention and interest with branded content. PepsiCo Americas Beverages, in another example, hired Complex Media earlier this year to build a site at Green-Label.com and pack it with content for the coming year.