HAINAN, CHINA. L’Oréal Travel Retail has partnered with China Duty Free Group (CDFG) to launch the travel retail-exclusive (TREX) The Kiehl’s Times campaign in Hainan.
The activation is running throughout August at the Global Beauty Plaza (Block C) of the cdf Sanya International Duty Free Shopping Complex in Haitang Bay.
The Kiehl’s ‘Skin Stand’ is a New York newsstand-inspired retail concept designed to showcase the brand’s heritage, product innovations and personalised skincare services.
It spotlights two key Kiehl’s innovations: Ultra Facial Meltdown Recovery Cream and Better Screen UV Serum, alongside some TREX sets.
Ultra Facial Meltdown Recovery Cream a a barrier-repair solution for skin following intense sun exposure. Better Screen UV Serum is a lightweight sunscreen serum formulated with collagen peptide. It protects against sun damage while addressing early signs of ageing.
The newsstand offers several retailtainment elements. Travellers can become a Kiehl’s Times cover star at a dedicated photo booth and complete a branded newspaper crossword.
Travellers can also experience Kiehl’s Skin Snap beauty technology and receive diagnoses and personalised product recommendations.
At the pop-up, exclusive gifts include earbud cases and foldable travel tote bags, which can be personalised with bag charms. Complimentary ice cream is also being offered to visitors at weekends as part of the summer programme.
Kiehl’s ran two KOL events held across the opening weekends. The KOLs took on the role of The Kiehl’s Times reporters, shared travel skincare tips and interacted with shoppers at the Skin Stand.
L’Oréal Travel Retail said, “The Kiehl’s Skin Stand exemplifies [our] continued commitment to transforming travel retail into a space of discovery and excitement, crafting immersive and differentiated experiences for our travellers.” 🏝️
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel and our WeChat Video platforms. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. EPISODE 4In this episode we taste two fine whiskies from Japan under the Misaka label – Misaka 12 Years Old Pure Malt PX Sherry Cask and Misaka 12 Years Old Mizunara Cask. Resident TREX Master Martin Moodie is joined by Hong Kong-based Australian entrepreneur, spirits & wine distributor, restaurateur, whisky aficionado and now whisky owner, Harry Kartasis, who introduced the brand to the world. EPISODE 5In this episode, we stay with the house of Misaka. This time around Harry takes us up the premiumisation ladder, as he introduces Misaka 18 Years Old Pure Malt Mizunara Cask and its 21 Years sibling. Like its predecessor edition, Episode 5 was shot inside Harry’s acclaimed Mexican restaurant in Wan Chai, Hong Kong, El Gordo Tacos & Grill. Brands or retailers wishing to participate in the TREX Factor should contact Martin Moodie at Martin@MoodieDavittReport.com |
