TRBusiness joined representatives from Kiehl’s, CAG, Shilla and members of the trade media among others for the lavish launch event yesterday (17 January) at Singapore Changi.

Chinese actor, singer and model Dylan Wang Hedi, best known for his first leading role as Daoming Si in the 2018 television series Meteor Garden, made a special appearance. Wang, shared details of his favourite Kiehl’s products and wished the audience a happy and prosperous Chinese new year.

The launch event marked the second time the three companies have collaborated to create a Lunar New Year pop-up. Last year, Kiehl’s, Shilla and CAG also partnered to commemorate the festive period.

A CLOSE PARTNERHIP

Petrina Kho, General Manager, Kiehl’s Travel Retail Asia Pacific said: “Through our close partnership with The Shilla Duty Free and Changi Airport Group, we hope to reach out to travellers during this peak Lunar New Year travelling and gifting season.

“With a specially curated, customer-centric experience, guests are transported to the Kiehl’s universe upon stepping into the pop-up and are immersed in the discovery of Kiehl’s best-selling products through multiple digital touchpoints.

“I am very proud that we continue to successfully engage its customers in an evolving retail landscape, while supporting a meaningful cause that gives back to the community.”

Kho, who was questioned by the master of ceremonies at the start of the event said: “Chinese New Year is an important celebration here in Singapore. We recognise that a lot of people travelling during this time of the year, so whether you are coming home to Singapore to visit your friends and family or even simply taking a vacation in the lion city, Kiehl’s is extremely proud to welcome you home and welcome you to Singapore with this exclusive pop-up here at Changi.”

Pressed by the compare on the brand’s use of Forest Stewardship Council-certified paper, which means its travel retail exclusive sets no longer have cellophane or plastic trays, Kho remarked: “Since 1851, Kiehl’s has been committed to giving back to society. In the last few years and many previous years as well, Kiehl’s has always been participating in and leading various philanphropic.

“Specifically, we support three things which are close to our heart. These are HIV and aids research, children’s wellbeing and environmental protection.”

On reflection, 2019 was certainly a busy one for the brand, which toured five Asian cities as part of its ‘Kiehl’s Love Adventure’. TRBusiness was present in South Korea where the tour finished on 18-19 October and returned to Seoul in December for the launch of a 360-degree downtown activation in partnership with Shinsegae Duty Free.

In addition, travellers can try the ‘Tap Tap The Rat’ corner, where they can play a game on a digital screen for the chance to win Kiehl’s prizes.

They can also head over to the Chinese calligraphy table to view a selection of blessings and take away a memento of their visit to the pop-up. Passengers can have their favourite blessing hand-written by an on-site calligrapher, or write their own Fai Chun with customised practice sheets provided at the activity station.

Jeff Lee, Managing Director, The Shilla Duty Free Singapore commented: “At The Shilla Duty Free Singapore, we aim to create unique shopping experiences that will excite travellers. Working closely with Kiehl’s Travel Retail Asia Pacific and Changi Airport Group, we strive to push the boundaries in delivering exceptional customer-centric retail experiences.”