L’Oréal Travel Retail Americas is celebrating the success of an ambitious online plus offline (O+O) campaign this summer in the US dedicated to the Kiehl’s Loves branded concept.
Animations were rolled out at 31 points of sale in American airports (including New York, Atlanta, Los Angeles, Miami, Dallas and San Francisco). The roll-out included 13 local interactions of the concept: Kiehl’s Loves New York, Kiehl’s Loves Los Angeles, Kiehl’s Loves Texas and more.
The campaign was amplified in three strategic points of sale for an off-counter animation in DFS stores at New York John F. Kennedy, Los Angeles and San Francisco International airports.
Kiehl’s partnered with Tripadvisor and Kiehl’s US local market te to create a seamless journey from travel retail to domestic markets.
During the activation, Kiehl’s Travel Retail Americas focused on cultivating a Sense of Place in US airports through a destination-led campaign.
Every year Kiehl’s Loves is created in collaboration with a different artist who designs graphic expressions, limited-edition packaging for pillar products and campaign branded gifts with purchase.
This year, the campaign was designed by Neasden Control Centre. L’Oréal Travel Retail Americas noted: “Its sketch-like imagery and vibrant color palette brought an edgy dynamic to Kiehl’s Loves 2023 edition.”
Leveraging the Tripadvisor US audience, the brand engaged travellers through paid media, influencer content, personalised direct emails and a takeover of Tripadvisor city pages covering top destinations.
To promote awareness and drive consumers to the duty free store, Tripadvisor users were invited to explore the Kiehl’s Loves activation virtually. This redirected users to a landing page featuring the animation, showcasing the Kiehl’s Loves products available exclusively in travel retail.
An exclusive promotion was offered: a free tote bag personalised for each city, available with Kiehl’s purchases at select duty free stores across the US. Tripadvisor visitors were also given Kiehl’s recommendations for the best activities and places to visit in New York City.
The Tripadvisor audience was invited to sweepstakes offering two lucky winners a trip to New York, complete with an immersive Kiehl’s store experience. Another 50 winners could win its ultra-rich facial cream.
L’Oréal Travel Retail Americas General Manager Digital & Global Retail Bertrand Auclaire said, “With L’Oréal Travel Retail Americas’ latest Kiehl’s Loves activation, we are taking our partnership with Tripadvisor to the next level – scaling our reach, engaging more travellers with an exclusive duty free store offer, compelling sweepstakes and Kiehl’s and Tripadvisor co-created content for optimal performance.
“We also partner closely with Kiehl’s US to build a seamless consumer journey from travel retail to local market channels, and one common consumer experience.”
Tripadvisor Vice President Media Christine Maguire remarked: “We were delighted to partner with Kiehl’s on one of the most innovative and successful retail campaigns we’ve ever launched.
“Forming part of our ongoing global partnership with L’Oréal Travel Retail, this campaign leveraged our valuable audience and introduced tens of thousands of incremental users into Kiehls’ marketing programme via a beautifully designed content hub.” ✈
