CHINA. L’Oréal Group-owned skincare brand Kiehl’s partnered with China Duty Free Group (CDFG) last month for the return of the ‘Kiehl’s Loves Hainan’ pop-up at the Sanya International Duty Free Shopping Complex.
The colourful pop-up showcased Kiehl’s ‘Future Made Better’ sustainability programme. The event marked the sixth stop of the ‘Kiehl’s Loves’ pop-up series this year and the fourth edition of the activation at the CDF Mall in Haitang Bay.
The eco-conscious installation featured quirky artworks by French illustrator Amaël Isnard. It comprised the Future Made Better zone and the Pur Projet area, which jointly told the story of Kiehl’s commitment to sustainability and environmental conservation.
Visitors scanned a QR code to learn about Kiehl’s multiple sustainability projects at the Future Made Better Zone; while the PUR Projet area highlighted the brand’s forest conservation initiatives. For every ten bookmarks tied to the Future Made Better tree at the pop-up, Kiehl’s has committed to planting one tree at a PUR Projet conservation region.
The brand has also pledged to plant one tree (up to 5,000) for every purchase of a Kiehl’s product at the pop-up from 10-31 October.
Visitors could also shop limited-edition travel retail-exclusive products such as the Kiehl’s Ultra Facial Cream, Calendula Herbal Toner, Clearly Corrective Dark Spot Solution, and Avocado Eye Cream at the pop-up. They also received a limited-edition Kiehl’s Loves Hainan tote bag made with 95% recycled polyester.
To further reduce its carbon footprint, the pop-up was constructed with renewable FSC-certified strawboard and cardboard. The installation — which was designed to be easily deconstructed — can also be repurposed and reused for circular end-of-life purposes.
Kiehl’s Loves Hainan was celebrated with an official ceremony on 30 October. The event was attended by Kiehl’s Adventurer/Chinese Actor Turbo Liu and Chinese KOL Zola Zhang as well as representatives from L’Oréal Travel Retail Asia Pacific and China Duty Free Group.
Liu is known for his roles in films such as ‘Detective Chinatown’ and ‘The Founding of an Army.’ During the event, Liu shared his personal Kiehl’s story and his ‘Future Made Better’ promise to fans at the ceremony.
“We are honoured to be partnering again with China Duty Free Group for our Kiehl’s Loves Hainan adventure,” said Kiehl’s Travel Retail Asia Pacific General Manager Petrina Kho. “We have long held an impassioned commitment to respecting and raising awareness for our environment — from the eco-conscious designed pop-up, to our Future Made Better zones across the point of sales in Travel Retail Asia Pacific; it demonstrates our commitment to make retailtainment better in travel retail, and better has no end.”
China Duty Free Group Vice President of Central Merchandising Division Terry Chua added, “We are proud to present the fourth Kiehl’s Loves Hainan pop-up in our Haitang Bay Sanya mall. We share and support Kiehl’s environmental consciousness in working together to create and develop innovative, sustainable retailtainment.”
