Kiehl’s Travel Retail Asia Pacific carried out a series of immersive and interactive hybrid activations in China from March to July 2022, designed to spotlight the efficacy of its newly launched Retinol Skin-Renewing Daily Micro-Dose Serum.
The company staged a takeover of strategic locations in Hainan and Macau with disruptive theatrical productions, pop-ups and engaging livestreams designed to amplify the New York skincare brand’s anti-ageing prowess to Gen Z consumers.
Leading the charge was a high-profile hotel collaboration in partnership with Accor Group and China Duty Free Group (CDFG), giving rise to disruptive VIP event experiences at the Sofitel Haikou and Pullman Haikou.
“We are delighted to launch this series of dynamic hotel collaborations and highly-experiential pop-ups with our partners to such positive response from our esteemed guests and travellers,” said Fion Ng, General Manager of Skincare Business Unit, L’Oréal Travel Retail Asia.
“The activations serve to reinforce the properties of the Retinol Skin-Renewing Daily Micro-Dose Serum – the brand’s first potent yet gentle retinol – precisely formulated to deliver visible results via micro-dose technology without aggravating sensitive skin, making this the perfect retinol for first time users and regulars alike.
“These immersive experiences enable Kiehl’s to communicate the efficacies of our anti-ageing products in a way that’s engaging and interactive, and solidifying our credibility as an anti-ageing skincare expert for Gen Z travellers.”
At Sofitel Haikou, guests (which included CDFG VIPs, hotel VIP guests and travellers) were wowed by the disruptive Agent K experience – a dramatic production and narrative that helped to educate consumers about the science behind the new serum.
Attendees were encouraged to join in the action, inspired by the actors, by embarking on a series of missions to ‘beat skincare woes’ such as dark spots and pigmentation.
They could also solve puzzles to learn more about the science behind the products and the results they deliver.
Following this, there was a Q&A session with beauty KOL Joycelemon and an on-site dermatologist.
The experience was further elevated by personalised skin consultations that utilised the Kiehl’s Instant Skin Reader (a mobile-friendly, beauty tech skin diagnosis), eye-catching installations throughout the hotel, and Kiehl’s-inspired cocktails in beakers served at the hotel bar, which was transformed into a science lab especially for the occasion.
“We continually seek exciting partnerships for unique and innovative experiences to engage with our guests and members,” said Ken Wong, Chief Commercial Officer of Accor Greater China.
“With Kiehl’s ‘Agent K’ activation, Accor is pleased to host an elaborate and entertaining series of events which are thoughtfully curated to deliver immersive lifestyle experiences with delightful activities.
“The themed cocktails, in-hotel activations and games are enjoyed and well resonated by our guests in Sofitel Haikou and Pullman Haikou.”
Both Sofitel Haikou and Pullman Haikou featured Kiehl’s Retinol vending machines in the lobby, allowing hotel guests to redeem generous samples.
Guests were also able to avail coupons worth RMB600 (around US$88) via a QR code from the vending machines that could be used at CDFG’s Mova Mall.
Beauty fans could catch up on all the action of the Sofitel Haikou hotel Agent K immersive experience online thanks to Kiehl’s livestream on 24 June 2022 on the CDFG Haikou Mova Weibo platform.
This was hosted by celebrity influencer and Kiehl’s ambassador Victoria Song, along with a professional dermatologist.
The livestream broke the CDFG Mova Weibo records, amassing 22.5 million viewers.
“At China Duty Free Group, we are delighted to partner with a disruptive brand like Kiehl’s, which constantly seeks to reinvent the wheel with innovative activations to engage travellers,” said Grace Wang, General Manager of Perfume and Cosmetics department, Central Merchandising Division at China Duty Free Group.
“The experiential pop-ups creatively stitch together hybrid activations that educate consumers, while providing entertaining and impactful touchpoints that drive commercial success.”
Further to the hotel activities and the record-breaking livestream, there were four experiential pop-ups placed across Hainan and Macau spotlighting the Retinol Skin-Renewing Daily Micro-Dose Serum.
Visitors to the pop-up could participate in retinol-focused retailtainment activities, including an interactive online Pacman-inspired game, a claw machine and a vending machine offering a chance to learn more about the product and to redeem samples.
There was also the opportunity to have an expert skin analysis diagnosis through the Instant Skin Reader and receive bespoke skincare routine recommendations along with samples to try.
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