New York skincare brand Kiehl’s is inviting travellers to join the fifth instalment of its global ‘Kiehl’s Loves Adventure’ campaign.
Immersive pop-ups have been unveiled in Bangkok and Hainan in partnership with King Power International and China Duty Free Group (CDFG) respectively.
Both pop-ups incorporate designs by renowned visual artist, Simone Massoni, which capture the essence of the cities. The pop-ups in Bangkok and Hainan run until 30 September and 29 September respectively. The finale of ‘Kiehl’s Loves’ in Asia Pacific travel retail will take place in Seoul on 18 October 2019.
The ‘Kiehl’s Love’ voyage made its debut at the King Power Srivaree Complex Downtown II on 1 September. The multi-sensorial pop-up commemorates the 30th anniversary of King Power. Renowned Chinese actor, Hou Ming Hao made a special appearance to share his favourite Kiehl’s products with fans and travellers.
A brightly-colored tuk-tuk and pink traditional boat, along with an interactive virtual reality experience elevate the shopping experience, according to the company. Limited-edition Bangkok packaging designs are featured on Kiehl’s products, tote bags and other travel-ready gifts which are exclusively offered by King Power International.
In partnership with CDFG, the Kiehl’s Loves Hainan pop-up at Sanya’s International Duty Free Shopping Complex draws inspiration from the scenery of Sanya. Chinese boy group Wang Zi Yi and television star Song Yan Fei surprised travellers with guest appearances and tested the Kiehl’s Calendula range on stage with fans.
A life-sized motorbike greeted customers on first sight, while a Calendula Toner bottle, housing the CalenduLAB presented an interactive experience tunnel. The traditional Kiehl’s apothecary also appeared beneath a glider plane.
Meanwhile, Kiehl’s has partnered with PUR Projet, which helps companies compensate their carbon emission. The partnership will run until 31 October 2019. With every purchase of the 125ml Ultra Facial Cream, Kiehl’s will invest $1 in an agroforestry programme. Kiehl’s says this will help mitigate the impact of climate change.
Petrina Kho, General Manager, Kiehl’s Travel Retail Asia Pacific said: “Thanks to our strong partnership with King Power International and China Duty Free Group, the Bangkok and Hainan stops of the ‘Kiehl’s Love’ campaign take travellers’ shopping experiences to a whole new level.
“I am also extremely proud of our collaboration with PUR Projet. It is a perfect demonstration of our commitment to put sense into performance. I look forward to surprising travellers with our finale in Seoul.”
Antares Cheng, Chief Merchandising Officer of King Power International added: “We are very pleased to celebrate King Power International’s 30th anniversary with Kiehl’s. The brand has always delivered pop-ups that resonated well with our shoppers —this ‘Kiehl’s Loves Bangkok’ outpost is no exception.
“This aligns well with our goal to continuously redefine duty-free shopping experience for travellers at King Power International and excite them with evolving forms of immersive retail.”
Terry Chua, Director of Perfume and Cosmetics, China Duty Free Group remarked: “We wanted to elevate our shoppers’ retail experience by heightening their senses and giving them something beyond the physical merchandise display. We will continue to highlight and present the latest and the best brand innovations to our customers to enhance their shopping experience.”