# Kiehl's: Agent-Direct Score D (46.2%)

Site: http://kiehls.de/
Report: https://directindex.org/r/kiehls.de
Scanned: 2026-10-20 (Provisional, with the action test and the assistant citation check still to come. The hatched part of the bar isn't measured yet.)
Kiehl's is hard for agents to use.
AI assistants can't open Kiehl's's website, so they go by what other sites say about it.

## Direct links
- Book directly: https://www.kiehls.de/beratungstermin-buchen.html (on the business's own site)
- Order directly: https://www.kiehls.de/kundenservice/customer-service-my-orders.html (on the business's own site)
- Menu: https://www.kiehls.de/
- Phone: +498923684360
- Address: Kaufingerstraße 1, 80331, München
- Prices: 35 prices on the site, the middle one €56.00
- Languages: German, French

## Nearby, also direct
Places near Kiehl's that take a booking or an order on their own website, with no marketplace in between.
- Thermage München (50 m): https://directindex.org/r/xn--thermage-mnchen-8vb.de
- Schuhmachers Stadler Jolanta (100 m): https://directindex.org/r/kosmetik-stadler.de
- Haarstudio Philipp Golenia (150 m): https://directindex.org/r/peruecke-muenchen.eu
- Kosmetisches Institut München (200 m): https://directindex.org/r/kosmetisches-institut.de
- Beardman (210 m): https://directindex.org/r/beardman331.de

## What to fix first
- **The site turns away every visitor that isn't a browser, AI agents included.** (+25 points) A plain fetch was refused (cloudflare_challenge). Only a real browser got the page. Every AI crawler and agent gets turned away the same way, so Reachable scores 0 and the rest is measured on the page as the browser rendered it. Ask the host to let the AI user agents through. Guide: https://directindex.org/guides/blocking-ai-crawlers-without-knowing
- **Structured data is incomplete.** (+7 points) Missing: address, telephone, opening hours. Guide: https://directindex.org/guides/structured-data-restaurant

## What the site tells visitors (Measured, not scored)
- **No English version declared.** Visitors from abroad, and assistants answering in English, read the page as it is. In Munich, 7.5% of comparable sites declare one.
- **35 prices on the landing page, the middle one €56.00.** In Munich, the middle price of comparable sites that show prices is €60.00.

## Fix kit: What to paste

Structured data (JSON-LD). Paste it as one block in the page's head, or in the builder's custom code box. Change anything that's wrong.

```html
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Kiehl's",
  "url": "http://kiehls.de/",
  "telephone": "+498923684360",
  "address": "Kaufingerstraße 1, 80331, München",
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 48.13733377,
    "longitude": 11.57424389
  },
  "potentialAction": [
    {
      "@type": "ReserveAction",
      "target": {
        "@type": "EntryPoint",
        "urlTemplate": "https://www.kiehls.de/beratungstermin-buchen.html",
        "actionPlatform": [
          "http://schema.org/DesktopWebPlatform",
          "http://schema.org/MobileWebPlatform"
        ]
      },
      "result": {
        "@type": "Reservation",
        "name": "Reservation"
      }
    },
    {
      "@type": "OrderAction",
      "target": {
        "@type": "EntryPoint",
        "urlTemplate": "https://www.kiehls.de/kundenservice/customer-service-my-orders.html",
        "actionPlatform": [
          "http://schema.org/DesktopWebPlatform",
          "http://schema.org/MobileWebPlatform"
        ]
      }
    }
  ]
}
</script>
```

## Already right
- **robots.txt lets AI crawlers in.** No rule blocks the main AI user agents.
- **Structured data found (Organization).** no address, phone or hours in it
- **Price list of services with prices on the page.** Agents can read the items and prices.
- **Appointments on your own site.** Agents can book an appointment without going through a marketplace.
- **Ordering on your own site.** Agents can order without going through a marketplace.

## Where it stands
873 of 1950 in Munich hairdressers and beauty salons. Top 45% of the sites scanned in this index.

| What the top 10% of the index does | Top 10% | This site |
|---|---|---|
| Take bookings or orders on their own domain | 93% | yes |
| Publish the menu or price list as HTML | 17% | yes |
| Let AI crawlers in (no block at the server or in robots.txt) | 93% | no |
| Structured data with address, phone and hours | 13% | no |
| Have an llms.txt | 38% | no |

Nearest places in the index: Thermage München (C, 52 m, https://directindex.org/r/xn--thermage-mnchen-8vb.de); Silence Of Touch Rebalancing Massage (F, 98 m, https://directindex.org/r/silence-of-touch.com); Schuhmachers Stadler Jolanta (B, 98 m, https://directindex.org/r/kosmetik-stadler.de); Camaflex Vertriebs - Gmbh (F, 112 m, https://directindex.org/r/aderans-onlinestudio.de); Haarstudio Philipp Golenia (C, 153 m, https://directindex.org/r/peruecke-muenchen.eu); Myderma München (D, 195 m, https://directindex.org/r/myderma.de); Kosmetisches Institut München (C, 197 m, https://directindex.org/r/kosmetisches-institut.de); Hairhouse 331 (C, 200 m, https://directindex.org/r/hairhouse331.de); Beardman (B, 206 m, https://directindex.org/r/beardman331.de); Lebendig Schön Studio München (B, 239 m, https://directindex.org/r/lebendig-schoen.de).

## What assistants answer
The assistants haven't been asked about this business yet. They're asked about the top-ranked businesses in each city index, and about any business as soon as it's claimed. Claim this page to be included.

The assistants were asked 12 everyday questions about Munich hairdressers and beauty salons and named 50 places. Kiehl's wasn't one of them. See who was named: https://directindex.org/city/munich-salons/recommended


See what an AI agent reads on this site: https://directindex.org/r/kiehls.de/agent-view

## Businesses like Kiehl's in Munich hairdressers and beauty salons

| Group | Sites | Avg score | A or B | This site |
|---|---|---|---|---|
| Businesses of the same kind in Munich hairdressers and beauty salons | 1950 | 44% | 12% | 46.2% |

The best of the businesses of the same kind in Munich hairdressers and beauty salons: Aesthetic Skin München (A 95.4%, https://directindex.org/r/aestheticskin.de); Cherritha - Thai Massage & Spa (A 95.4%, https://directindex.org/r/cherritha-thai-massage.de); Schabbach und Weber (A 95.4%, https://directindex.org/r/schabbach-weber.de); Samira Weiß - Mobile Wellnessmassage (A 89.2%, https://directindex.org/r/relax-heal.de); C1 Kosmetik München Gärtnerplatz - BABOR Kosmetikstudio (A 86.2%, https://directindex.org/r/c1-kosmetik.de).

With the two fixes above (The site turns away every visitor that isn't a browser, AI agents included; Structured data is incomplete), the score would be about 95.4%, which would be first of 1,950 in Munich hairdressers and beauty salons.

## The direct record
What agents get for Kiehl's, as JSON: https://directindex.org/api/direct/kiehls.de
- Book: https://www.kiehls.de/beratungstermin-buchen.html (own site; found by the scan of 2026-10-20, not yet tested)
- Order: https://www.kiehls.de/kundenservice/customer-service-my-orders.html (own site; found by the scan of 2026-10-20, not yet tested)
- Menu: https://www.kiehls.de/ (html_inline; from the scan)
- Hours: none on record
- Phone: +498923684360
- Stable links that count: https://directindex.org/go/kiehls.de/book, https://directindex.org/go/kiehls.de/order, https://directindex.org/go/kiehls.de/menu
- Agents and people followed 5 direct links to this business this month (0 by AI agents).

## Can an agent transact?
Measured, not scored (the score stays at spec v1.0).
- UCP profile (/.well-known/ucp, Google and Shopify's Universal Commerce Protocol): no
- ACP discovery document (/.well-known/acp.json, OpenAI and Stripe's Agentic Commerce Protocol): no
- MCP server card (/.well-known/mcp/server-card.json): no
- Ordering vendor that takes agent orders (Square, Toast, or a vendor whose terms allow agents): no

Only a real browser got this page (a plain fetch got cloudflare_challenge); Readable and Actionable were measured on the rendered page.

## Score breakdown
| Component | Points | Available |
|---|---|---|
| Reachable | 0 | 25 |
| Readable | 15 | 25 |
| Actionable | 15 | 15 (the action test: pending) |
| Cited | 0 | 0 (the assistant citation check: pending) |

## Agent readiness (Cloudflare)
Not measured for this scan.
- JSON-LD for the business: yes

Keep watching this business (https://directindex.org/r/kiehls.de/plan): the assistants are asked again every month, and you see what changed. 2 EUR a month or 19 EUR a year.
Deep report: https://directindex.org/r/kiehls.de/deep. Ten questions phrased the way people ask them, each assistant's full answer, the eight nearest similar places, the fix plan and a PDF. 5 EUR, paid once. Reading and scanning stay free. These few euros pay for the questions sent to the assistants and for the servers.
Methodology: https://directindex.org/methodology · Rescan now: https://directindex.org/scan?url=kiehls.de&force=1