HAINAN, CHINA. L’Oréal Travel Retail has partnered with China Duty Free Group (CDFG) to launch the travel retail-exclusive (TREX) The Kiehl’s Times campaign in Hainan.
The activation is running throughout August at the Global Beauty Plaza (Block C) of the cdf Sanya International Duty Free Shopping Complex in Haitang Bay.
The Kiehl’s ‘Skin Stand’ is a New York newsstand-inspired retail concept designed to showcase the brand’s heritage, product innovations and personalised skincare services.
It spotlights two key Kiehl’s innovations: Ultra Facial Meltdown Recovery Cream and Better Screen UV Serum, alongside some TREX sets.
Ultra Facial Meltdown Recovery Cream a a barrier-repair solution for skin following intense sun exposure. Better Screen UV Serum is a lightweight sunscreen serum formulated with collagen peptide. It protects against sun damage while addressing early signs of ageing.
The newsstand offers several retailtainment elements. Travellers can become a Kiehl’s Times cover star at a dedicated photo booth and complete a branded newspaper crossword.
Travellers can also experience Kiehl’s Skin Snap beauty technology and receive diagnoses and personalised product recommendations.
At the pop-up, exclusive gifts include earbud cases and foldable travel tote bags, which can be personalised with bag charms. Complimentary ice cream is also being offered to visitors at weekends as part of the summer programme.
Kiehl’s ran two KOL events held across the opening weekends. The KOLs took on the role of The Kiehl’s Times reporters, shared travel skincare tips and interacted with shoppers at the Skin Stand.
L’Oréal Travel Retail said, “The Kiehl’s Skin Stand exemplifies [our] continued commitment to transforming travel retail into a space of discovery and excitement, crafting immersive and differentiated experiences for our travellers.” 🏝️
