March 1 2024  |  Fragrances, Cosmetics, Skincare & Haircare

Kiehl’s partners with Lagardère Travel Retail in Sanya pop-up

By Hibah Noor

Happy Year of the Dragon with Kiehl's Travel Retail Asia's eye-catching pop-up at the Hainan Tourism Duty Free Complex

Kiehl’s Travel Retail Asia Pacific has re-engaged Gen Z consumers with a blockbuster Dragon Inn Skincare Master pop-up in Sanya, Hainan.

Kiehl’s Chinese New Year 2024 Sanya pop-up store ran from February 2-28 at the Hainan Tourism Duty Free Shopping Complex, Sanya, in collaboration with Lagardère Travel Retail.

The pop-up delivered an immersive skincare experience, aimed at revolutionizing skincare solutions by offering comprehensive routines tailored to individual skin concerns and needs. The brand was committed to empowering consumers with expert skincare advice and complete solutions.

At the heart of the pop-up lay the innovative concept integrating Kiehl’s with the iconic Dragon Gate Inn. Drawing inspiration from Chinese martial arts literature, the concept bridged modernity with tradition, reflecting the rising trend of Guochao among Gen Z consumers.

Customers had the opportunity to interact with Kiehl’s Skincare Masters, who showcased Kiehl’s leading solutions for various skincare concerns. Through personalized skin analyses using the Derma-Reader Pro and beauty consultations, consumers were guided towards the most suitable skincare routines for them.

Kiehl’s also underlined its commitment to sustainability with dedicated Kiehl’s Mission Renewal corner showcasing the brand’s sustainable products such as the Ultra Facial Cream Refill Pouch. Consumers were encouraged to opt for refillable pouches, reducing plastic consumption by 61% compared to traditional packaging.

As part of the engagement experience, consumers could participate in a lucky draw with every purchase, symbolizing wishes for prosperity in the Year of the Dragon. Additionally, Kiehl’s presented a collection of festive gifts with purchases.

Kiehl's bright Chinese New Year message made its mark on the Sanya team

In addition to the pop-up activation, the brand added a vibrant red design to the Sanya team, spreading the Chinese New Year vibe to tourists in high-traffic areas.

Fion Ng, General Manager of Kiehl’s Travel Retail Asia Pacific, said, “Every year, we strive to celebrate the festive spirit of Chinese New Year with our valued consumers in Hainan. This year, we're not only embracing the pride and joy of Guochao but also providing tailored skincare solutions and expertise. Our goal is to remain the trusted Skincare Master, prioritizing our consumers' skincare needs.”

Terry Chua, Vice President of Duty-Free Merchandising, Lagardère Travel Retail, added, “I am delighted with the collaboration between Kiehl's and our team, as we both shared a common goal of delivering a memorable and immersive experience that brought happiness and prosperity to our customers during this Chinese New Year. It was wonderful to see that the campaign successfully drew crowds, allowing them to explore skincare solutions that left a positive impact on our audience.”

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