Trbusiness. The travel retail Trbusiness. The magazine for global retail and duty free professionals.UPDATE: Kiehl’s, CAG and Shilla usher in CNY with Changi Airport T3 pop-up
By Andrew Pentol |
The airside pop-up is operational from 4 January to 9 February in Singapore Changi Terminal 3.
New York skincare brand Kiehl’s has unveiled its latest pop-up to much fanfare at Singapore Changi Airport Terminal 3 (departures) in celebration of the upcoming Chinese New Year (25-26 January).
The pop-up is operational from 4 January to 9 February and is a partnership between Kiehl’s, Changi Airport Group (CAG) and Korean travel retailer Shilla Duty Free (Shilla). The latter runs the four-terminal beauty concession at the airport and secured a two-year contract extension in 2018 which kicks in on 1 October.
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.
Chinese actor, singer and model Dylan Wang Hedi of Metero Garden was a special guest at the pop-up launch event.
“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.”
Petrina Kho, General Manager, Kiehl’s Travel Retail Asia Pacific (right) answers questions on stage at Singapore Changi Airport.
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.”
Kiehl’s bestsellers including the Ultra Facial Cream, Avocado Eye Cream and Calendula Herbal Extract Alcohol-Free Toner feature a limited edition Lunar New Year design.
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 celebration of the 2020 Year of the Rat, Kiehl’s bestsellers including the Ultra Facial Cream, Avocado Eye Cream and Calendula Herbal Extract Alcohol-Free Toner feature a limited edition Lunar New Year design created by Australian illustrator Eirian Chapman.
CAG, Kiehl’s and Shilla representatives toast the official launch of the new pop-up.
Her original artwork for Kiehl’s features mascot Rock-it the Rat travelling through New York to Singapore, set against the backdrop of a Chinese New Year celebration. Playing on the theme of the mischievous rat lighting up the sky and the year, Chapman illustrated a rat on a firecracker she has set light to, blasting off into the new year festivities.
Decked in festive hues of red, the pop-up, which is well located in the terminal features an engaging and powerful retail experience. This allows guests to explore Kiehl’s best-selling products through various digital touchpoints.
On stepping inside, guests are greeted with life-sized cutouts of Chapman’s illustrations providing photo opportunities and an introduction to Kiehl’s.
LIMITED EDITION PACKAGING
The immersive brand experience continues at the ‘Make A Wish’ New Year Wishing Booth, where the replica of the Kiehl’s Ultra Facial Cream in the 2020 Chinese New Year limited edition packaging is located.
Visitors can write their new year blessings on a rocket graphic, decorated with their preferred colours and stickers to be blasted into a virtual sky. They will then be prompted to send the customised graphic to their family and friends via email, to share their well wishes for the new year.
Fans of Chinese actor, singer and model Dylan Wang Hedi wait to welcome the man himself on stage.
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.
Kiehl’s is donating $1 from every 2020 Lunar New Year Limited Edition Ultra Facial Cream 125ml purchase to non-profit organisation Jane Goodall Institute Singapore.
As part of its continued efforts to support the community, Kiehl’s is donating $1 from every 2020 Lunar New Year Limited Edition Ultra Facial Cream 125ml purchased to non-profit organisation Jane Goodall Institute Singapore (up to $30,000). The money will be used to help fund the organisation’s student-initiated activities under its Roots & Shoots programme. This encourages and empowers young individuals to help solve human, animal welfare and environmental problems in their communities.
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.”
The Kiehl’s mascot poses for the camera.
Teo Chew Hoon, Group Senior Vice President, Airside Concessions, Changi Airport Group added: “Changi Airport Group is kicking off the Lunar New Year festivities with this global exclusive pop-up, in partnership with Kiehl’s and The Shilla Duty Free. Travellers can engage in fun and memorable experiences at the interactive space, while shopping for the perfect gifts for their friends and families.”
TRBusiness will bring you more on this event and an extended interview with Petrina Kho, General Manager of Kiehl’s Travel Retail Asia Pacific in due course.
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