Kiehl’s Travel Retail Asia Pacific has collaborated with China Duty Free Group (CDFG) to implement a new “We Skincare About You” campaign, featuring ten simultaneous pop-ups across Hainan, Taiwan and Macau.
The centrepiece of the initiative – designed to re-engage Gen Z consumers – is the Kiehl’s Skincare Campus, described as a preppy skincare academy that blends the brand’s heritage and skincare expertise into an engaging discovery experience.
The school campus setting invites visitors to learn more about Kiehl’s 172-year history, and how its product portfolio combines the best of science and nature.
In addition, Kiehl’s Skin Pros are on hand to recommend customised skincare routines, assisted by the brand’s Derma-Reader Pro beauty tech tool.
The Kiehl’s Skincare Campus
The Kiehl’s Skincare Campus features six different zones, the first of which is the Heritage area, which houses the brand’s signature Mr Bones skeleton. Next is the Product Lab, which demonstrates how Kiehl’s Clearly Corrective Dark Spot Solution and Retinol Skin-Renewing Daily Micro-Dose Serum are made.
In the Study Hall, visitors can discuss their individual skin’s needs with the brand’s expert Skin Pros, and experience the brand’s Derma-Reader Pro diagnostic technology, before discovering their recommended skincare routine in the Cafeteria.
The Snacks Vending Machine zone dispenses “snack packs”, comprising a Kiehl’s face massager and travel-sized product sample. Finally, before they “graduate”, guests can make their mark on the Graffiti Wall.
With every purchase of Kiehl’s Clearly Corrective Dark Spot Solution or Retinol Skin-Renewing Daily Micro-Dose Serum, they are offered the opportunity to print their personalised graffiti onto a Kiehl’s tote bag.
During the 23 June Welcome Day at the cdf Haikou International Duty Free Shopping Complex, the Kiehl’s Skincare Campus hosted an appearance by Chinese singer and rapper Wang Zi Yi.
It also included a Senior’s “Skincare About You” talk, before the open day culminated with a youth rave brass brand parade around the mall.
“Kiehl’s Travel Retail Asia Pacific is excited to hold the large-scale Kiehl’s Skincare Campus activation throughout the summer months,” noted Kiehl’s Travel Retail Asia Pacific General Manager Fion Ng.
“Our campaign tagline, “We Skincare About You”, serves to put forth our Kiehl’s Skin Pros and their commitment to the skincare needs of our friends and family – including the younger generation. They are truly a hallmark of our commitment to service.”
“On behalf of China Duty Free Group, we thank Kiehl’s Travel Retail APAC for an electrifying summer line-up for our regular shoppers and travellers,” commented CDFG Deputy General Manager of Perfume and Cosmetics Department, Central Merchandising Division Dorothy Liu.
“This campaign is particularly memorable for it brings the pop-up around our shopping mall, spreading the joy and festivities to our retail partners and staff. Furthermore, our school campus concept redefines the duty free shopping experience for our Gen Z shoppers, exciting them with evolving forms of immersive retail.”