SINGAPORE. L’Oréal-owned natural beauty brand Kiehl’s Singapore is hosting the first-ever ‘Future Made Better Virtual Festival’ from 14 June to 14 July. The event is part of the skincare company’s 170th anniversary celebrations.
To kick off the month-long virtual festival, UNICEF East Asia & Pacific Regional Ambassador and K-pop band Super Junior member Siwon Choi hosted a 30-minute Instagram livestream on 17 June.
During the livestream, the K-pop idol talked about Kiehl’s ‘Future Made Better’ promise, autographed Kiehl’s products and answered some fan-questions. Choi has 8.1 million followers on Instagram and is known for his roles in South Korean television series ‘Revolutionary Road’ and ‘She Was Pretty’.
View this post on Instagram
A sustainable virtual celebration
The Kiehl’s Future Made Better Virtual Festival is the first of its kind in Singapore and engages the local community to join the brand in creating a better future for the planet.
The festival features an exciting line-up of experiential virtual stations, entertaining and educational livestreams, community-building social campaigns and O2O activations.
Upon entering the virtual festival grounds, visitors are instantly immersed in The Story of Kiehl’s as they are fed daily fun facts about the brand.
They can also participate in the Slot Machine and discover the eco-credentials of Kiehl’s Top 10 best-selling products.
As an added gamification element, visitors can compete with their friends and virtually grow a Calendula Plant. Participants can win daily prizes by simply watering their plant on the platform.
Visitors can navigate the vibrant festival map and learn about Kiehl’s sustainable formulas. In addition, they can receive a virtual skin analysis through the dermatologist-developed Kiehl’s Instant Skin Reader. Visitors simply upload a snapshot of their face, and the tool will scan and measure the photo against 10,000 data points to identify key skin concerns. The tool then offers a personalised skincare routine from Kiehl’s which customers can add to cart immediately.
The virtual festival experience concludes at the Spin the Wheel game where visitors are rewarded with exclusive treats and offers from Kiehl’s and its event partners.
Recycle and be Rewarded
Kiehl’s Singapore has committed to collecting and recycling 100,000 plastic bottles during the month-long event through its Recycle and Be Rewarded Programme. Over the years, Kiehl’s has recycled over 11 million plastic bottles with the help of its customers.
To encourage virtual festival-goers to recycle, each week Kiehl’s is awarding the top 20 recyclers with prizes and promo codes from local partners such as Edible City Garden and Bynd Artisan. The top 50 recyclers will win a full-sized Kiehl’s Rare Earth Masque at the end of the festival.
To support the event, Kiehl’s has launched the #50WaystoGoGreen social media campaign which sees 50 different local KOLs and celebrities share how they have pledged to go green in their daily lives. The KOLs also feature in a series of educational weekly livestreams.
“After almost year in the making, we’re so proud to launch Singapore’s first ever virtual Kiehl’s Future Made Better Festival in Singapore, as part of Kiehl’s long-standing commitment to sustainability,” commented Kiehl’s Singapore Brand Manager Melissa Chan. “It’s in our brand DNA to constantly innovate and educate our community who deserve products that are made better and that contribute to a healthier world. In just the first day of its launch, we’ve seen an encouraging 14,000 sign-ups on the site, and we are looking forward to reaching 86,000 visitors during the month-long event.”
“We are also delighted to roll out our 100,000 empties recycling initiative as part of the event – last year, Kiehl’s Singapore recycled 135,000 Kiehl’s empties as part of its Recycle and Be Rewarded programme, so hitting 100,000 in one month is an ambitious goal for us, but one that we are striving to achieve together with our Kiehl’s community. As a brand, we are constantly looking into ways we can continue to contribute to a future made better, and we hope that this virtual festival inspires our community to join us on our mission, because better has no end.”
Note: The Moodie Davitt Report has launched an e-newsletter, Beauty Curated, in association with Shiseido. It offers a curated selection of stories focused on the category in travel retail and beyond.
To subscribe free of charge please email Sinead@MoodieDavittReport.com headed ‘Curated Beauty’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
