L’Oréal-owned Kiehl’s Travel Retail Asia Pacific has rolled out the latest iterations of its Kiehl’s Loves campaign, which took in Macau last year and is now live in Hainan.
The annual campaign focuses on creating a sense of place, with heritage protection a crucial element.
Kiehl’s Loves Macau took place at DFS Macau at Four Seasons from 1-28 September, while Kiehl’s Loves Hainan is currently live at Haikou International Duty Free Shopping Complex.
Previous locations include Hong Kong, Taiwan, Thailand, Singapore, Japan, and Korea.
The campaign sees the roll-out of limited-edition products specifically designed for the regions with Gen Z a key target.
Product focuses include Ultra Facial Cream, Ultra Facial Fresh Gel Cream, and Rare Earth Deep Pore Cleansing Masque. The line-up is said to meet the skincare needs of Gen Z while “capturing the essence” of each place.
The Kiehl’s Loves Macau pop-up saw a collaboration with the Chinese Cultural Industries Promotion Association to showcase postcard artworks created by students.
These featured cultural moments from Macau with a focus on its architecture and were entered into a competition. Shortlisted artworks were displayed on a photo wall and distributed to Kiehl’s customers.
In addition, Kiehl’s Mission Renewal was showcased in a corner constructed from eco-friendly materials. The commitment details the brand’s aim to replenish resources, design out waste and empower community.
Meanwhile Kiehl’s Loves Hainan highlights the island’s indigenous Li Zu group. Travellers are encouraged to experience the people’s culture and long-standing traditions.
Kiehl’s partnered with the Binglanggu Hainan Li & Miao Cultural Heritage Park to offer hand-made merchandise.
“Embracing our ambition to stand as the No.1 skincare brand for Gen Zs, we recognise a profound duty to champion and protect local cultural heritage within our eco-conscious ethos,” said Fion Ng, General Manager of Kiehl’s Travel Retail Asia Pacific.
“Our commitment extends beyond sustainability – apart from sourcing eco-friendly materials in our offline activations, we also intertwine with a mission to preserve and uplift the rich tapestry of cultural identities in our locale through actively empowering and preserving cultural communities within our local environment.
“As a brand, we remain dedicated to disrupting the status quo by prioritising the protection of cultural heritage, staying attuned to the evolving ethos of future generations.”
Last year, Kiehl’s Travel Retail Americas teamed up with Tripadvisor to bring the Kiehl’s Loves concept to life across the region.
Asia & Pacific,
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