CHINA. Kiehl’s Travel Retail Asia Pacific is collaborating with China Duty Free Group in a blockbuster summer skincare campaign across locations in Hainan, Macau and Taiwan.
The ‘We Skincare About You’ offline to online campaign includes ten pop-ups, operating simultaneously and with a focus on re-engaging Gen Z consumers.
Promotions highlight the L’Oréal-owned natural beauty brand’s heritage, its consumer-centred service and skincare expertise and have included a performance by popular Chinese singer and rapper Wang Zi Yi.
The campaign centrepiece is the Kiehl’s Skincare Campus, a preppy skincare academy where guests are encouraged to learn about the brand’s 172-year history and how its products are made with ingredients powered by science and nature.
They are also offered personalised skincare routines, recommended by the Kiehl’s Skin Pros, with the aid of the Kiehl’s Derma Reader Pro Beauty Tech.
The Campus features six zones including Kiehl’s Heritage, with the brand’s Mr Bones motorbike at the door. The Product Lab details the development of Kiehl’s Clearly Corrective Dark Spot Solution and Retinol Skin-Renewing Daily Micro-Dose Serum.
In the Study Hall, guests can discuss their skin’s needs with Kiehl’s Skin Pros and the Derma Reader Pro and then take a break in the Cafeteria to discover their recommended personalised skincare routine.
The Snack Vending Machine zone offers a ‘snack pack’ of a Kiehl’s face massager and travel-sized product sample.
Guests can leave their mark on the Graffiti Wall and, with the purchase of Kiehl’s Clearly Corrective Dark Spot Solution or Retinol Skin-Renewing Daily Micro-Dose Serum, have their personalised graffiti printed on a Kiehl’s tote bag.
A Welcome Day on 23 June at the cdf Haikou International Duty Free Shopping Complex included a performance by Wang Zi Yi and a Senior’s ‘Skincare About You’ talk. In true university fanfare fashion, the open day ended with a youth rave brass band parade around the mall.
Kiehl’s Travel Retail Asia Pacific General Manager Fion Ng said: “Kiehl’s Travel Retail Asia Pacific is excited to hold the large-scale Kiehl’s Skincare Campus activation throughout the summer months.
“Our campaign tagline, ‘We Skincare About You’, serves to put forth our Kiehl’s Skin Pros and their commitment to the skincare needs of our friends and family, including the younger generation. They are truly a hallmark of our commitment to service.”
China Duty Free Group Deputy General Manager of Perfume and Cosmetics Department, Central Merchandising Division Dorothy Liu added: “On behalf of CDFG, we thank Kiehl’s Travel Retail APAC for an electrifying summer line-up for our regular shoppers and travellers.
“This campaign is particularly memorable for it brings the pop-up around our shopping mall, spreading the joy and festivities to our retail partners and staff. Furthermore, our school campus concept redefines the duty free shopping experience for our Gen Z shoppers, exciting them with evolving forms of immersive retail.” 
