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This Kiehl’s outlet in Shanghai Airport is one of three new counters opening in Chinese travel retail this week |
ASIA PACIFIC. Natural cosmetics brand Kiehl’s has entered the travel retail market in China for the first time this month, brand owner L’Oréal Produits de Luxe (Scental division) has reported.
From this week, Kiehl’s Travel Retail Asia Pacific has opened in both Shanghai and Beijing airports with three counters.
“With the excitement and hype of the World Expo 2010 in Shanghai, we believe that Kiehl’s will receive an extraordinary amount of exposure during this period,” said Kiehl’s Brand Manager for Asia Pacific Travel Retail Estelle Cheng.
With six new openings and two new airline listings, April 2010 has been “an intense and triumphant” month for Kiehl’s Travel Retail Asia Pacific.
New airline listings
Asia Pacific continues to be the only region in the world where Kiehl’s is sold onboard airlines. On 1 April 2010, Kiehl’s boarded both Dragon Air and Thai Airways. These airlines are the third and fourth listings worldwide for the brand, following Korean Air in 2008 and Cathay Pacific Airways in 2009.
The Dragonair crew was able to experience the brand first-hand via a week-long crew event enabling them to try the products.
In keeping with Kiehl’s natural brand philosophy, US$5 from every Kiehl’s product sold onboard Dragonair during the first three months will be donated to the Nature Conservancy, an organisation whose mission is to preserve the Earth’s most important natural places for future generations.
On 19 April, Kiehl’s opened its second Japanese store with DFS. The first Kiehl’s Asia Pacific Travel Retail boutique opened in 2006 in Hong Kong International Airport PC3; four years later, two more Kiehl’s counters were opened in Hong Kong International Airport PC1 and PC7. These stores have brought significant incremental growth since their opening, according to Kiehl’s.
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This new counter in Beijing Airport colourfully announces the arrival of the New York beauty brand |
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Kiehl’s showcases its best-selling ‘Customer Favorites’ at Beijing Airport using retail theatre |
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Kiehl’s begins trading in Okinawa with an ‘I Love K’ display on the back wall of the store |
