Kiehl’s marks 10-year partnership with Shan Shui Conservation at Mova mall

By Andrew Pentol |

Kiehl’s Travel Retail Asia Pacific marked its 10-year partnership with the Shan Shui Conservation organisation with indoor and outdoor pop-ups at the Mova downtown shopping mall in Hainan.

Kiehl’s Travel Retail Asia Pacific celebrated its 10-year partnership with the Shan Shui Conservation non-profit organisation by implementing Kiehl’s Future Made Better indoor and outdoor pop-ups at the Mova downtown shopping mall in Haikou on Hainan island.

In place throughout June, the ecologically designed pop-ups spotlighted giant pandas, which are not only endangered species, but a powerful symbol for species and ecosystem conservation.

Through a seamless and interactive online and offline journey, visitors learnt about the conservation works behind the partnership and Kiehl’s sustainability commitments in formulating a better future.

The Future Made Better pop-ups were constructed with 100% recyclable and reusable materials. With the outdoor pop-up featuring a panda jungle, visitors were led onto an educational augmented-reality journey to learn about the “Kiehl’s Does” initiatives.

Through scanning the jungle signs with a mobile phone, visitors discovered more sustainable actions taken by the brand. These actions include ensuring that over 80% of Kiehl’s packaging is made from post-consumer recycled materials and that the raw ingredients it sources supports responsible farming practices in over 600 communities worldwide.


The indoor tree house pop-up focused on the brand’s 10-year partnership with Shan Shui Conservation Centre in protecting wild pandas. As part of the “Kiehl’s Gives” philanthropic commitment to environmental sustainability, the collaboration supports works behind panda conservation. This is achieved by removing hunting traps, purifying water sources and natural habitats and monitoring the pandas’ movements and safety with infrared cameras.

At the end of the adventure, visitors could redeem a sample of the brand’s bestselling Rare Earth Masque through an automatic vending machine (while stock lasts).

Petrina Kho, General Manager, Kiehl’s Travel Retail Asia Pacific said: “We are proud to co-create such a purpose-driven journey in Hainan with Haikou Downtown Duty Free Shop. Our ‘Kiehl’s Does’ and ‘Kiehl’s Gives’ initiatives, featuring our 10-year collaboration with Shan Shui Conservation Center in panda conservation, represent our effort toward a healthier planet to formulate a better future.

“Through these pop-ups, we actively invite all travellers in Hainan to join us on such a purposeful journey, because we believe better has no end.”

The ecologically designed pop-ups spotlighted giant pandas which Kiehl’s says are a powerful symbol for ecosystem conservation.

Grace Wang, General Manager of Perfume and Cosmetics Department, Central Merchandising Division, China Duty Free Group added: “It was a very exciting opportunity for us at Haikou Downtown Duty-Free Shop to host the hallmark Kiehl’s Future Made Better pop-up.

“The partnership is meaningful to us as individuals, a company and society at large for it directly benefits the beloved wild pandas that we hold dear to our hearts.

“As a major tourism and shopping destination in Haikou’s city centre, we believe that together with Kiehl’s ground-breaking values to educate, impact and benefit the environment, we will elevate and shape the retail experience of the changing consumer needs of our generation.”

Visitors were able to scan the jungle signs with their mobile phone and discover more sustainable actions taken by the brand.


TR Sustainability Week: Influential speakers revealed

TRBusiness is delighted to announce details of the speakers appearing at the third edition of...

Travel Retail Sustainability Week

TR Sustainability Week: New platform for innovator & circular-economy brands

VIDEO INTERVIEW: Dutch sales agency Brands of Style has officially launched its Travel Retail...


Coccinelle unveils #MyOwnStory Autumn/Winter advertising campaign

Italian fashion accessories brand Coccinelle has officially unveiled its new Autumn/Winter 2023...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend