The Kiehl’s ‘love adventure’ tour around Asia Pacific concluded in Seoul on 18-19 October where the L’Oréal-owned skincare brand launched its ‘Kiehl’s Loves Korea’ campaign at the Star Lounge of the Lotte Hotel Duty Free downtown mall in Seoul’s Jung-gu district.

 

Touring five cities throughout the region to promote the brand’s travel retail exclusives, Kiehl’s celebrated the ‘spirit of discovery’, with specially designed packaging, unique to each destination, specially designed by Italian visual artist Simone Massoni.

 

The ‘Kiehl’s Loves Korea’ travel retail exclusive set includes a 500ml Calendula Herbal Extract Alcohol-Free Toner, the 125ml Ultra Facial Cream (125ml) and a 28g Creamy Eye Treatment with Avocado.

 

The launch event, attended by crowds of Chinese and South Korean consumers, was spiced up by a celebrity appearance from Taiwanese-born K-Pop Star Lai Guan Lin. The 18-year old rapper and singer, who lives in South Korea, is best known for his participation on South Korean reality TV talent show Produce 101 and as a member of the South Korean boy band Wanna One.

 

INSTAGRAMMABLE POP-UPS

The stars of the show were the five interactive instagrammable pop-up displays to promote the ‘Kiehl’s Loves Korea’ travel retail exclusive set.

 

The pop-ups featured a backdrop with various iconic South Korean buildings, the Kiehl’s digital apothecary showcasing the brand’s CalenduLAB, an interactive kinetic installation where floating calendula petals responded to visitors’ touch and an interactive Virtual Reality activation demonstrating the source of the sea glacier water used for the production of the Kiehl’s Ultra Facial Cream.

 

In her welcome speech Petrina Kho, General Manager of Kiehl’s Travel Retail Asia Pacific, said: “The Kiehl’s Loves Korea campaign celebrates the spirit of adventure to travel. The elements we see in the pop-ups today embody all the rich heritage of Korean culture that we have carefully selected to represent this beautiful country… We want to create a memorable experience for all people visiting Korea.”

The Kiehl’s Loves Korea event also celebrated the brand’s commitment to sustainability through its partnership with South Korean environmental organisation EcoPeace in partnership with Lotte Duty Free. Kho announced that Kiehl’s, Lotte Duty Free and Lotte Foundation will donate US$1 for every purchase of the Ultra Facial Cream to EcoPeace to plant trees in order to offset air pollution across Asia and to help create ‘a cleaner, greener Korea’.

 

PLANTING TREES WITH ECOPEACE

“Together with Lotte Duty Free we are pleased to support EcopeaceAsia planting trees in Yeouido to reduce microdust and air pollution in Korea to make beauty sustainable and sustainability beautiful,” said Kho.

 

This has been another incredible adventure, and we are proud to conclude our 2019 ‘Kiehl’s Loves’ campaign at our finale in Seoul with resounding success.”

Kho added that Kiehl’s has been committed to giving back to the community ever since its creation in 1851.

 

Seong Hun Park, General Manager of Hotel Lotte Duty Free Main Downtown Store said: “We are honoured to be a part of the ‘Kiehl’s Loves’ campaign this year with this highly interactive and meaningful pop-up.

 

“With our strong collaboration with Kiehl’s, we are able to excite our shoppers at Lotte Duty Free through various digital touchpoints to offer local shoppers and travellers a truly unforgettable journey.”

 

An exclusive interview with Petrina Kho, General Manager of Kiehl’s Travel Retail Asia Pacific will appear on TRBusiness.com soon…