November 21 2023  |  Fragrances, Cosmetics, Skincare & Haircare

L’Oréal Travel Retail Americas delivers strong campaign for Kiehl’s Loves concept

By GTR Magazine Staff

Kiehl’s partnership with TripAdvisor targeted local markets

Kiehl’s Travel Retail Americas launched a true O+O campaign focused on its Kiehl’s Loves branded concept this summer, proving again its relevancy in travel retail.

Kiehl’s Travel Retail Americas was able to cultivate the sense of place in US airports creating a connection with American passengers with a campaign that celebrates the cities served by Kiehl’s in travel retail. Every year Kiehl’s Loves is created in a collaboration with a different artist, and features a unique graphic expression, limited edition packaging for pillar products and campaign branded gifts with purchase.

This year, the campaign was designed by Neasden Control Center whose sketch-like imagery and vibrant color palette brought a fresh and edgy dynamic to Kiehl’s Loves 2023 edition.

Adding a fresh and edgy dynamic: Kiehl’s Loves 2023 edition

The animation was rolled out at 31 POS in all major US airports (NYC, Atlanta, Los Angeles, Miami, Dallas, San Francisco, etc) with 13 local interactions of the concept (Kiehl’s Loves New York, Kiehl’s Loves Los Angeles, Kiehl’s Loves Texas to name a few). The campaign was further amplified in three strategic POS for a big off-counter animation in DFS stores in JFK, LAX and SFO.

Kiehl’s partnered with TripAdvisor and Kiehl’s USA local market to amplify the campaign with a unique digital activation to create a seamless consumer journey from travel retail to local market channels, reaching and engaging millions of American travelers before their summer travels and providing a seamless consumer journey. Leveraging the unique TripAdvisor audience in the US, the brand connected with travelers through paid media, influencers, personalized direct emails and a takeover of TripAdvisor city pages covering the hottest travel destinations.

To promote awareness and drive consumers to the duty-free store, TripAdvisor users were invited to explore the Kiehl’s Loves activation. This led the consumers to a first landing page featuring the animation, showcasing the Kiehl’s loves products available only in duty free, and offering an exclusive offer: a free tote bag personalized for each city, available with Kiehl’s purchases at selected duty-free stores throughout the United States. TripAdvisor visitors were also provided with Kiehl’s recommendations for the best activities and places to vis it in NYC, the hottest summer destination and brand’s home city.

The TripAdvisor audience was invited to a breakthrough sweepstakes offering two lucky winners a luxurious trip to New York, complete with a unique experience at a Kiehl’s store, and provided an ultra-rich facial cream to another 50 winners.

Bertrand Auclaire, General Manager Digital & Global Retail, L’Oréal Travel Retail Americas, said, “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 travelers 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 partner closely with Kiehl’s USA to build a seamless consumer journey from travel retail to local market channels, and one common consumer experience.”

Christine Maguire, Vice President Media – TripAdvisor, 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 incremental users into Kiehls’ marketing program via a beautifully designed content hub.”

Cultivating a sense of place: Kiehl’s Love travel centric concept lands at LAX


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