ASIA PACIFIC. Kiehl’s Travel Retail Asia Pacific is celebrating the 2023 editions of its annual Kiehl’s Loves campaign in Macau and Hainan.
The annual event delivers strong Sense of Place with colourful motifs and retailtainment elements inspired by each destination’s cultural and architectural landmarks.
Previous locations include Hainan, Macau, Hong Kong, Taiwan, Thailand, Singapore, Japan and Korea.
This latest edition of the long-running Kiehl’s Loves campaign has a special focus on the conservation of natural heritage. Both the Macau and Hainan activations educate and inspire shoppers to preserve the areas’ natural beauty, while also promoting hero Kiehl’s lines.
Kiehl’s Loves Macau ran from 1-28 September at the T Galleria by DFS, Macau, Shoppes at Four Seasons in partnership with DFS Group. Kiehl’s Loves Hainan is ongoing at the Kiehl’s store in the cdf Haikou International Duty Free Shopping Complex in collaboration with China Duty Free Group.
For Kiehl’s Loves Hainan, the brand takes inspiration from the indigenous Hainan Li Zu straw huts habitats. The pop-up – which is surrounded by colourful animals and other beach motifs – promotes the culture and long-standing traditions of the Li Zu people by inviting shoppers to step into their shoes, dress in their traditional attire and discover their local handicrafts.
Kiehl’s teamed up with Binglanggu Hainan Li & Miao Cultural Heritage Park to offer special Kiehl’s-branded handmade merchandise that bring the stories and traditions of the Li Zu people to life.
For Kiehl’s Loves Macau, the brand teamed up with Chinese Cultural Industries Promotion Association to promote an annual painting competition jointly hosted by three schools in the Special Administrative Region. Students from each school painted their favourite local cultural and architectural landmarks.
Short-listed artworks were made into postcards and displayed on a photo wall at the pop-up. They were also distributed to visitors, promoting the rich cultural heritage of Macau.
A corner built from eco-friendly materials including honeycomb paper and cardboard showcased Kiehl’s Mission Renewal. This is the brand’s commitment to circular consumption and outlines its projects to replenish resources, upcycle waste and empower local communities.
Kiehl’s strategically rolls out limited-edition products specifically designed for the regions within its global Kiehl’s Loves markets. The packaging features strong Sense of Place elements and locally relevant motifs, capturing the essence of each locale.
The campaign and the regional releases underlines Kiehl’s efforts to engage with Gen Z consumers through innovation and authority, the brand said.
Highlights include the Ultra Facial Cream, Ultra Facial Fresh Gel Cream, and Rare Earth Deep Pore Cleansing Masque
“Embracing our ambition to stand as the number one skincare brand for Gen Zs, we recognise a profound duty to champion and protect local cultural heritage within our eco-conscious ethos,” commented Kiehl’s Travel Retail Asia Pacific General Manager Fion Ng.
“Our commitment extends beyond sustainability – apart from sourcing eco-friendly materials in our offline activations, we also intertwine with a mission to preserve and uplift the rich tapestry of cultural identities in our locale through actively empowering and preserving cultural communities within our local environment.
“As a brand, we remain dedicated to disrupting the status quo by prioritising the protection of cultural heritage, staying attuned to the evolving ethos of future generations.” ✈
