Earlier this year Kiehl’s Travel Retail Americas partnered with the Kiehl’s US domestic market and Tripadvisor to create a high-profile online plus offline (O+O) campaign to promote the Kiehl’s Loves branded concept.
Every year Kiehl’s Loves collaborates with a different artist, to create graphic expressions, limited-edition packaging for pillar products, and campaign-branded GWPS.
This year, the campaign was designed by Neasden Control Centre (the studio name of artist and illustrator Stephen Smith), whose sketch-like imagery and vibrant colour palette brought a fresh and edgy dynamic to the Kiehl’s Loves 2023 edition.
As part of the campaign, animations were introduced in 31 points of sale in key US airport locations, including New York, Atlanta, Los Angeles, Miami, Dallas and San Francisco. These were complemented by 13 local interactions, such as Kiehl’s Loves New York, Kiehl’s Loves Los Angeles, and Kiehl’s Loves Texas.
The campaign was further amplified in three strategic points of sale via a big off-counter animation in DFS stores at New York JFK, Los Angeles International and San Francisco International airports.
Tripadvisor content promotes Kiehl’s Loves
Partnering with Tripadvisor and the Kiehl’s US domestic market amplified the campaign, harnessing a unique digital activation to create a seamless consumer journey from travel retail to the local market, reaching and engaging millions of US travellers during the summer holiday period.
Leveraging the Tripadvisor audience in the US, the Kiehl’s brand connected with travellers through paid media, influencers, personalised direct emails and a takeover of Tripadvisor city pages covering popular travel destinations.
To promote awareness and drive consumers to duty free stores, Tripadvisor users were invited to virtually explore the Kiehl’s Loves activation. A landing page featured the animation, showcasing the travel retail exclusive Kiehl’s Loves products.
It also highlighted an exclusive offer: a free tote bag personalised for each city, available with the purchase of Kiehl’s products at selected duty free stores throughout the US.
Tripadvisor visitors were also provided with Kiehl’s recommendations for the best activities and places to visit in New York, the brand’s home city. Finally, the Tripadvisor audience was invited to enter a sweepstakes competition to win a trip for two to New York, complete with an immersive Kiehl’s store experience. Another 50 winners were presented with the brand’s Ultra Facial Cream.
L’Oréal Travel Retail Americas General Manager Digital & Global Retail Bertrand Auclaire commented: “With L’Oréal Travel Retail Americas’ latest Kiehl’s Loves activation we are elevating our partnership with Tripadvisor to the next level, scaling our reach, engaging further travellers with an exclusive duty-free store offer, a compelling sweepstakes, and unique co-created content by Kiehl’s and Tripadvisor for optimal performance.
“We also partnered closely with Kiehl’s USA to build a seamless consumer journey from travel retail to local market channels, and one common consumer experience.”
Tripadvisor Vice President Media Christine Maguire added: “We were delighted to partner with Kiehl’s on one of the most innovative and successful retail campaigns we’ve ever launched.
“Forming part of our ongoing global partnership with L’Oréal Travel Retail, this campaign leveraged our valuable audience and introduced tens of thousands of incremental users into Kiehl’s marketing programme via a beautifully designed content hub.”