CHINA. The ‘Kiehl’s Loves’ pop-up series landed in the Sanya International Duty Free Complex in Haitang Bay, operated by China Duty Free Group (CDFG). It was the latest stop in the brand’s whirlwind tour around Asia’s top travel retail destinations and ran through September.
This is the fifth instalment of the New York skincare brand’s global ‘Kiehl’s Loves Adventures’ campaign.
The ‘Kiehl’s Loves Hainan’ show-stopping pop-up was designed in partnership with visual artist Simone Massoni, who incorporated some of Sanya’s most recognisable motifs into the retail concept. Massoni also created some limited-edition ‘Kiehl’s Loves Hainan’ packaging and travel retail-exclusives to complement the launch.
The colourful pop-up occupied the main atrium space in the China Duty Free Group Mall. It featured plenty of interactive engagement zones, including a brightly-coloured motorbike, a life-sized glider plane, a colossal Calendula toner bottle, and an interactive tunnel in Kiehl’s ‘CalenduLAB’.
As reported, the brand’s collaboration with PUR Projet aims to educate farmers about sustainable farming techniques and agroforestry. From now until 31 October, US$1 will be donated to the Pur Projet for every purchase of 125ml Kiehl’s Ultra Face Cream.
The star-studded launch event took place on 20 September and was attended by Kiehl’s brand ambassadors singer Wang Zi Yi and actress Song Yan Fei. Wang Zi Yi is best known as being part of Chinese boy group Nine Percent, while Song Yan Fei is best known for her roles in television series ‘Dancing in the Storm,’ ‘Ten Years Late,’ and ‘Mr. Right.’
China Duty Free Group Director of Perfume and Cosmetics Terry Chua commented: “We wanted to elevate our shoppers’ retail experience by heightening their senses and giving them something beyond the physical merchandise display. We will continue to highlight and present the latest and the best brand innovations to our customers to enhance their shopping experience.”
For Kiehl’s Travel Retail Asia Pacific General Manager Petrina Kho, the ‘Kiehl’s Loves’ campaign is a great way to promote the brand’s sustainability initiatives and communicate with their customers in key downtown duty free destinations. She said, “Thanks to our strong partnership with King Power International and China Duty Free Group, the Bangkok and Hainan stops of the ‘Kiehl’s Love’ campaign put travellers’ shopping experiences to a whole new level.”
“I am also extremely proud of our collaboration with PUR Projet; it is a perfect demonstration of our commitment to put sense into performance. I look forward to surprise travellers with our finale in Seoul,” she added.
To complement the outpost, Kiehl’s also launched a ‘Kiehl’s Loves Hainan’ exclusive set and travel kit. The set comprises the Calendula Herbal Extract Alcohol-Free Toner (500ml) the Ultra Face Cream (125ml) and the Creamy Eye Treatment with Avocado (28g).
The Kiehl’s Loves Hainan Travel Kit features an exclusive tote bag and canvas pouch and offers the brand’s best-selling travel beauty essentials all under 100ml. It is made up of the Ultra Facial Cleanser (40ml), Ultra Facial Toner (40ml), Ultra Facial Cream (7ml), Cranberry Seed Masque (14ml), Reducing Concentrate (5ml), Super Multi Corrective Eye Serum (3ml), Lip Balm #1 (3ml), and Amino Acid Shampoo (65ml).
The Kiehl’s Loves campaign will make its final stop in Travel Retail Asia Pacific in Seoul on 18 October.
In collaboration with Globuy
As a lead partner of The Moodie Davitt Report, this story will also appear in coming days in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report.
Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers.
Going forward, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits will also be published by Globuy. These will include product reviews by the Globuy team.
Globuy will promote The Moodie Davitt Report’s platform to China’s travel retail sector and to the platform’s consumer audience in China. The Moodie Davitt Report will subsequently also publish a curated selection of Chinese consumer feedback on the chosen stories and also reveal the results of regular consumer surveys conducted in association with Globuy.
