Kiehl’s, which enjoys considerable popularity among Asian consumers (60% of its turnover is done in Asia) recently celebrated the Chinese New Year in a number of Europe-Middle East-Africa travel retail doors.
Chinese customers are a key target market for the brand in travel retail, with Chinese passengers accounting for 40% of Kiehl’s sales at Paris Charles de Gaulle Airport, and 25% at Dubai International Airport.
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Kiehl’s celebrates The Year of the Snake at Dubai (top) and Heathrow (above) |
From 1-13 February, high-profile events were staged at key hubs for Chinese customers (Dubai, London Heathrow, Paris Charles de Gaulle, Zurich, Munich and Frankfurt). These included special decorations and visuals, including a colourful poster designed by the Japanese graffiti artist Dragon 76. In addition, Chinese travellers were offered a tailored product collection, comprising popular items such as Kiehl’s Avocado Eye Cream and the Clearly Corrective Dark Spot Solution.
The events were instrumental in driving sales during this period, and also attracted new customers, Kiehl’s maintains. During the two-week promotion, gift box sales grew by +50%, and the average basket also increased.
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