August 19 2022  |  Fragrances, Cosmetics, Skincare & Haircare

Details of Kiehl's successful months-long campaigns in China

By GTR Magazine Staff

Kiehl's had a series of activations at strategic locations such as Haikou Mova Mall through March to July 2022

From June 20 to July 31, New York skincare brand Kiehl’s partnered Accor Group and China Duty Free Group (CDFG) to bring disruptive theatrical productions, pop-ups and engaging livestreams to travelers in strategic locations in Hainan and Macau. The disruptive experiences served to highlight Retinol Skin-Renewing Daily Micro-Dose Serum.

At Sofitel Haikou, Kiehl’s hosted an entertaining activation and immersive production to educate consumers on the science behind its newly launched Retinol Skin-renewing Daily Micro-Dose Serum. A disruptive twist to traditional VIP eventing, the “Agent K” experience involved a dramatic production and narrative to immerse guests and travelers. Guests (which included CDFG VIPs, hotel VIP guests and travelers) were invited to join in the action, as they embarked on a series of missions to beat skincare woes including dark spots and pigmentation, and solve puzzles to uncover the science and efficacy behind the products.

Travelers were invited on the Agent K experience at Sofitel Haikou and Pullman Haikou

Guests embarked on an immersive and edutainment journey to solve puzzles and games

Guests embarked on an immersive and edutainment journey to solve puzzles and games

Event also offered personalized skin consultation with the on-site dermatologist using Kiehl’s Instant Skin Reader

Following the narrative-led experience, guests were encouraged to continue their discovery journey with a Q&A session with Beauty KOL Joycelemon and an on-site dermatologist. Interested participants were also given the opportunity to undergo a personalized skin consultation with the on-site dermatologist who analyzed the data from the Kiehl’s Instant Skin Reader – a mobile-friendly, beauty tech skin diagnosis tool – to identify skin concerns and tailor an effective skincare routine for their unique skin types.

Kiehl’s also transformed the hotel bar into a science lab, where mixologists in lab coats and safety goggles formulated unique Kiehl’s-inspired cocktails in beakers. There were also a series of installations focusing on the new iconic Kiehl’s Retinol Serum through the hotel. Both Sofitel Haikou and Pullman Haikou also housed Kiehl’s Retinol vending machines at the hotel lobby that allowed hotel guests to redeem generous samples. Through a seamless integration of the different activations, guests were also able to redeem coupons worth RMB600 via QR code from the vending machines that could be used at CDFG’s Mova Mall.

In a bid to further amplify its reach and invite online participants to take part in the activations, Kiehl’s hosted a star-studded livestream on June 24 on the CDFG Haikou Mova Weibo platform. Hosted by celebrity influencer and Kiehl’s ambassador Victoria Song, along with a professional dermatologist, the livestream broke the CDFG Mova Weibo records and amassed 22.5 million viewers. The interactive and educational session gave viewers access to the Agent K immersive experience at Haikou Sofitel Hotel and reinforced Kiehl’s expertise in identifying skin concerns and delivering the most efficient solutions.

Mixologists formulated Kiehl's-inspired cocktails

Kiehl's hosted an engaging livestream featuring dermatologist and ambassador Victoria Song on the CDFG Haikou Mova Weibo platform

Kiehl's ambassador Victoria Song holding Kiehl's iconic Retinol Serum during the livestream

Guests may redeem samples after completing Retailtainment elements including Pacman-inspired Game at Pop-ups

Fion Ng, General Manager of Skincare Business Unit, L’Oréal Travel Retail Asia Pacific

To further magnify the message of the efficacy of its Retinol Skin-Renewing Daily Micro-Dose Serum, and building on its credible anti-ageing skincare expertise, Kiehl’s activated four highly-experiential pop-ups across Hainan and Macau. These installations delivered an interactive journey that allowed guests to discover Kiehl’s star Retinol serum and the micro-dose technology behind it in an entertaining setting.

Through Retinol-focused retailtainment activities such as an interactive online Pacman-inspired game, an exciting claw machine and a vending machine, guests learnt about the rejuvenating properties of retinol and earned the chance to redeem Kiehl’s sample products. Visitors could also get a skin analysis diagnosis with Kiehl’s skin experts through the Instant Skin Reader, before receiving generous Kiehl’s samples and personalized recommendations on a skincare routine that would work best for them.

Fion Ng, General Manager of Skincare Business Unit, L’Oréal Travel Retail Asia Pacific said, "We are delighted to launch this series of dynamic hotel collaborations and highly-experiential pop-ups with our partners to such positive response from our esteemed guests and travellers. The activations serve to reinforce the properties of the Retinol Skin-Renewing Daily Micro-Dose Serum - the brand’s first potent yet gentle retinol - precisely formulated to deliver visible results via micro-dose technology without aggravating sensitive skin, making this the perfect retinol for first time users and regulars alike. These immersive experiences enable Kiehl’s to communicate the efficacies of our anti-ageing products in a way that’s engaging and interactive, and solidifying our credibility as an anti-ageing skincare expert for Gen Z travelers.”

Ken Wong, Chief Commercial Officer of Accor Greater China, added, "We continually seek exciting partnerships for unique and innovative experiences to engage with our guests and members. With Kiehl’s ‘Agent K’ activation, Accor is pleased to host an elaborate and entertaining series of events which are thoughtfully curated to deliver immersive lifestyle experiences with delightful activities. The themed cocktails, in-hotel activations and games are enjoyed and well resonated by our guests in Sofitel Haikou and Pullman Haikou."

Grace Wang, General Manager of Perfume and Cosmetics department, Central Merchandising Division at China Duty Free Group, said, "At China Duty Free Group, we are delighted to partner with a disruptive brand like Kiehl’s, which constantly seeks to reinvent the wheel with innovative activations to engage travellers. The experiential pop-ups creatively stitch together hybrid activations that educate consumers, while providing entertaining and impactful touchpoints that drive commercial success."


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