CHINA. L’Oréal Travel Retail welcomed the Year of the Dragon at Hainan Tourism Duty Free Shopping Complex with a high-profile Kiehl’s activation. Hainan Tourism Investment Duty Free Corporation operates the business as licence holder, with support from Lagardère Travel Retail.
The pop-up at the Sanya store ran from 2 to 28 February and offered shoppers an immersive skincare experience. It integrated Kiehl’s with the Dragon Gate Inn (in Chinese: 龙门客栈), taking inspiration from Chinese martial arts literature.
The pop-up design bridged modernity with tradition by incorporating the rising ‘Guochao’ trend [the growing consumer preference for Chinese brands, artwork and culture -Ed], targeting Gen Z travellers.
Shoppers interacted with Kiehl’s Skincare Masters on site who assisted with personalised skin analysis using the Derma-Reader Pro. Visitors availed beauty consultations to curate suitable skincare routines.
The pop-up reaffirmed Kiehl’s sustainability commitment through a dedicated Kiehl’s Mission Renewal corner showcasing the brand’s sustainable products such as the Ultra Facial Cream Refill Pouch.
Consumers were encouraged to opt for refillable pouches, which reduces plastic consumption by -61% compared to traditional packaging.
As part of the engagement experience, shoppers participated in a lucky draw with every purchase. Kiehl’s also presented festive gifts with purchases, adding excitement to the celebratory atmosphere.
L’Oréal Travel Retail General Manager Kiehl’s Asia Pacific Fion Ng said: “Every year, we strive to celebrate the festive spirit of Chinese New Year with our valued consumers in Hainan.
“This year, we’re not only embracing the pride and joy of Guochao but also providing tailored skincare solutions and expertise. Our goal is to remain the trusted skincare master, prioritising our consumers’ skincare needs.”
Lagardère Travel Retail Vice President of Duty Free Merchandising Terry Chua remarked: “I am delighted with the collaboration between Kiehl’s and our team.
“We both shared a common goal of delivering a memorable and immersive experience that brought happiness and prosperity to our customers during Chinese New Year.
“It was wonderful to see that the campaign successfully drew crowds, allowing them to explore skincare solutions that left a positive impact on our audience.”
In addition to the duty free activation, Kiehl’s covered the Sanya tram with a vibrant red design, bringing the Chinese New Year cheer to tourists in high-traffic areas. ✈
