L’Oréal Travel Retail creates Sense of Place around the world with Kiehl’s Loves campaign : Moodie Davitt Report

L’Oréal Travel Retail is celebrating the success of its third annual Kiehl’s Loves campaign, titled ‘Kiehl’s Loves Around the World 2018’.

This year’s campaign was the biggest yet, comprising ambitious activations in a variety of locations in Europe, Asia and the Americas, including Seoul, Dubai, San Francisco, Hainan, Amsterdam and New York.

The Moodie Davitt Report was on location in Hainan to celebrate the launch of the Asia Pacific arm of the Kieh’s Loves Around the World 2018 campaign.

L’Oréal Travel Retail said the campaign combined merchandising, digital innovation, exclusive packaging and travel-relevant products in order to create a Sense of Place at each destination it popped up in.

The Kiehl’s Loves collection was personalised to each location, offering visitors an exclusive souvenir of their journey. Packaging, along with various elements of the activations, featured bespoke illustrations by New York City artist Ali Mac. These combined elements of the destination with Kiehl’s signature style.

US illustrator Ali Mac designed destination-specific packaging for each location on the Kiehl’s Loves campaign trail. She is pictured here (left) in Seoul with South Korean singer Hwang Chi-Yeul.

Leveraging the power of celebrities, KOLs and immersive digital technologies, the travel-themed Asia Pacific leg of the campaign visited nine locations: Hainan, Bangkok, Jeju, Seoul, Beijing, Shanghai, Hong Kong, Macau and Taiwan.

As reported, The Moodie Davitt Report was on location in Hainan for the official Asia Pacific launch in September, which L’Oréal Travel Retail described as an “influencer-driven mega event”.

From Dublin (above) to Dubai (below), the campaign aimed to teach customers about the Kiehl’s brand in an engaging and playful way.

Hosted at China Duty Free Group’s Sanya International Duty Free Shopping Complex, the Kiehl’s Loves pop-up in Hainan marked the first time the brand had used augmented reality and “digital retailtainment”.

In Seoul, an event at the Lotte Duty Free World Tower was attended by celebrities and KOLs – both regional and international. L’Oréal Travel Retail said the power of their live streams and posts led to a record number of sales at Lotte Duty Free’s downtown operations in Seoul.

Whether in Seoul (above) or San Francisco (below), each activation interpreted the Kiehl’s Loves campaign in a local context to create a Sense of Place.

Lotte Duty Free World Tower General Manager Lee Dong Dae said: “We were extremely proud and excited to unveil Kiehl’s Seoul Loves campaign as an over-the-top experience for our VIPs, Celebrities and KOLs in the beauty industry.

“We will continue working closely with the Kiehl’s team to surprise our customers at Lotte Duty Free.”

At Los Angeles International, visitors were greeted by Mr Bones, a Kiehl’s mascot. They were then invited to personalise the packaging on their products.

At Los Angeles International, L’Oréal Travel Retail Americas partnered with retailer DFS Group and advertising specialist JCDecaux on a pop-up at the airport’s Tom Bradley International Terminal during September and November.

The interactive space featured a Kiehl’s Gumball Machine where passengers could win samples. Visitors were also able to customise their purchases by creating personalised stickers.

At T Galleria by DFS in Waikiki, Hawaii, visitors could purchase customised travel gifts including tote bags and luggage tags.

At Dubai International, L’Oréal Travel Retail partnered with Dubai Duty Free on a striking pop-up, again featuring a prominent Mr Bones figure and custom illustrations that established a Sense of Place.

Dubai Duty Free SVP Purchasing Saba Tahir said: “Kiehl’s has created a unique and memorable experience for us in Dubai Duty Free with the Kiehl’s Loves Dubai pop up shop.

“The Kiehl’s Loves campaign gives our customers a new shopping opportunity to pick up their favourite Kiehl’s products for a special souvenir to remind them of their time in Dubai.”

At Amsterdam Airport Schiphol, the Kiehl’s Loves illustrations incorporated local icons, from bikes and windmills to Dutch architecture.

Pop-up stores offered limited editions of Kiehl’s best-sellers such as Ultra Facial Cream and Creamy Eye Treatment with Avocado.

L’Oréal Travel Retail said the campaign meets traveller’s growing demand for one-of-a-kind shopping experiences. The company noted that the campaign – and the number of destinations included – is growing every year.

It added that Kiehl’s Loves aims to create “a great deal of fun and excitement” and a “memorable customer experience”.

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