Disrupting the long-standing campaign narrative from previous activations, the 2023 edition champions the conservation of a city’s natural heritage by educating and inspiring consumers, with particular attention given to Macau and Hainan
Kiehl’s Travel Retail Asia Pacific has unveiled the 2023 edition of its highly-anticipated "Kiehl’s Loves" campaign in two key markets, "Kiehl’s Loves Macau" which took place September 1–28 with DFS Macau at Four Seasons and "Kiehl’s Loves Hainan" which is currently available at the Kiehl’s store at the Haikou International Duty Free Shopping Complex. Customers can immerse themselves in the local heritage and culture at the complex.
The annual "Kiehl’s Loves" campaign, which is traditionally centered on fostering a sense of place, also emphasizes heritage protection as a pivotal element. Initially launched in locations such as Hainan, Macau, Hong Kong, Taiwan, Thailand, Singapore, Japan, and Korea, this campaign has been a consistent feature for the brand. Disrupting the long- standing campaign narrative from previous activations, 2023's edition champions the conservation of a city’s natural heritage by educating and inspiring consumers, with particular attention given to Macau and Hainan.
Kiehl’s strategic rollout of limited edition products, uniquely designed for regions within its global "Kiehl’s Loves" markets, signifies its deliberate pursuit to lead as the top choice for Gen Z skincare through innovation and authority. This approach not only resonates with Gen Z consumers, but also reinforces Kiehl’s steadfast commitment to skincare efficacy. Among thoughtfully curated offerings like the brand’s globally acclaimed Ultra Facial Cream, Ultra Facial Fresh Gel Cream, and Rare Earth Deep Pore Cleansing Masque, Kiehl’s caters to Gen Z skincare needs while capturing the essence of each locale, fostering a compelling sense of local affinity.
Kiehl's Loves Hainan
Inspired by the unique Hainan Li Zu indigenous architecture straw huts, "Kiehl’s Loves Hainan" showcases the indigenous people’s living habitats within which travelers can experience their culture and long-standing traditions.
To help ensure that the traditional heritage and practices of the Li Zu people are shared to many despite the vestiges of time and modernization, Kiehl’s aimed to immerse travelers into the Li Zu culture to drive awareness of the tribe and its unique heritage. Kiehl’s partnered with Binglanggu Hainan Li & Miao Cultural Heritage Park to offer one-of-a-kind Kiehl’s handmade merchandise crafted by the Li Zu tribe – tidbits of memories of kindred spirits from a faraway land that they can tell tales and remember by.
“Embracing our ambition to stand as the No.1 skincare brand for Gen Zs, we recognize a profound duty to champion and protect local cultural heritage within our eco-conscious ethos. Our commitment extends beyond sustainability — apart from sourcing eco-friendly materials in our offline activations, we also intertwine with a mission to preserve and uplift the rich tapestry of cultural identities in our locale through actively empowering and preserving cultural communities within our local environment. As a brand, we remain dedicated to disrupting the status quo by prioritizing the protection of cultural heritage, staying attuned to the evolving ethos of future generations,” says Fion Ng, General Manager of Kiehl’s Travel Retail Asia Pacific.
