TAIWAN. Kiehl’s since 1851 (part of the L’Oréal group) opened a new travel retail store at Taiwan Taoyuan International Airport on 27 August.
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The new Kiehl’s since 1851 stand-alone boutique at Taiwan Taoyuan International Airport | |
The door, operated in conjunction with local retailer Ever Rich, takes the form of a 30sq m stand-alone boutique, and is located near the main beauty store in Terminal Two.
As revealed last year by The Moodie Report, the Kiehl’s brand made its travel retail debut in May 2006 at Hong Kong International Airport, in partnership with Nuance-Watson.
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The new Taiwan door is further evidence of L’Oréal’s ambitions for the Kiehl’s brand in the Asia Pacific region | |
L’Oréal has high hopes for the brand in the Asia Pacific region, but is committed to locations which offer a stand-alone or shop-in-shop set-up, to enable customers to fully experience the brand.
A key point of difference for Kiehl’s is its eye-catching merchandising, which aims to offer a different retail experience to travellers. Accordingly, the design of this new Taoyuan store incorporates certain Kiehl’s emblematic features, such as a 1961 Harley Davidson Topper.
This is not only a rare and unusual scooter that is now part of Kiehl’s motorcycle collection, but it gives the store a personal touch and a nod to the popularity of scooters in Taiwan.
Kiehl’s is also known for its involvement in its local community and the new store will partner HHA (Harmony Home Association of Taiwan), a local charity organisation that cares for children and babies with AIDS.
MORE STORIES ON KIEHL’S/L’OREAL
Kiehl’s prepares for travel retail roll-out – 30/10/06
Kiehl’s appoints new General Manager Worldwide – 27/09/06
L’Oréal Produits de Luxe International appoints brand manager for Kiehl’s and Shu Uemura – 06/07/06
Kiehl’s underlines commitment to customer and community service – 05/07/06
