All aboard: The Kiehl’s NYC Train pop-up concept goes on tour in travel retail

By Trbusiness Editor |

Kiehl's NYC Train pop-up travel retail

The Kiehl’s NYC Train pop-up was inspired by the brand’s home city.

L’Oréal Travel Retail took its Kiehl’s NYC Train-themed pop-up to selected airport doors over the summer, in a bid to immerse travellers in the spirit of the brand’s home city.

Airport partners for the activation included Dubai Duty Free at Dubai International, Gebr Heinemann and Unifree in Istanbul Airport (where the installation is live until the end of September), and Dufry UK at London Heathrow T4.

The immersive pop-ups invited passengers to discover Kiehl’s apothecary roots by harnessing a combination of beauty tech, expertise and customer service. Key elements included exclusive offers and generous gifts.

The activations reflected the Kiehl’s ‘We Skincare About You’ campaign, and were designed to help travellers learn more about their own skincare needs – and the brand’s skincare product portfolio.

Kiehl's NYC Train pop-up Dubai T2

The immersive airport activations combined advanced beauty tech, expert advice, interactive games, sampling and gifting.

Visitors to the pop-ups were invited to discover Kiehl’s new anti-ageing Retinol Micro Dose Serum. An interactive game allowed shoppers to ‘catch’ the formula’s key ingredients, and receive a free sample of the product.

Travellers were targeted pre-trip with a digital campaign designed to raise awareness and boost footfall. Completing different missions on the Kiehl’s Train game allowed them to redeem prizes such as free skincare consultations and product samples. The game was also available to play live at the activation sites.

Kiehl's NYC Train pop-up Heathrow Retinol

Pop-up visitors were invited to discover Kiehl’s new anti-ageing Retinol Micro Dose Serum, and play a game to identify the formula’s key ingredients.

After riding the Kiehl’s Train and discovering their bespoke skincare solutions, shoppers were treated to a personalised gifting experience.

READ MORE: Kiehl’s creates “We Skincare About You” campaign to connect with Gen Z

READ MORE: Kiehl’s aces immersive activations; sets CDFG Mova Weibo livestream record



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