Earlier this summer Kiehl’s celebrated a revamp of its T1 store at Hong Kong International Airport (HKIA). The 24sq m free-standing boutique – the brand’s first in Asia Pacific travel retail – celebrated its five-year anniversary with a new look and a series of activities including a Broadway dance performance (in a nod to Kiehl’s NYC roots); a caricature artist; and extensive sampling.
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The boutique was “re-opened” in a ribbon cutting ceremony on 19 July, hosted by L’Oréal Luxe Travel Retail Asia Pacific Managing Director Eva Yu, HKIA General Manager Beauty DFS Group Renee Chisolm, and DFS Group Merchandising Manager Cheng Hsiao-Wei. Over 100 passengers attended the event.
During July, a capsule vending machine was installed in the shop, to encourage increased sampling. Welcome sample kits were also offered to travellers, to encourage them to participate in personalised product consultations.
“The event obtained excellent sales results,” L’Oréal noted. “Sell-out in the opening month (July) was +11% higher versus the same period last year.”
