July 26 2024  |  Industry News

Targeting Gen Z customers: Kiehl's hails success of ‘Skin-Vestment’ campaign

By Hibah Noor


Kiehl’s 'Skin-Vestment' center at Sanya Haitang Bay Duty Free Shopping Complex

Kiehl’s, the skincare brand known for its efficacious formulas and commitment to quality, is celebrating the success of its Skin-Vestment’ campaign. This innovative initiative, specifically designed to resonate with Gen Z consumers, reimagines the concept of skincare as a form of investment, highlighting the long-term benefits of early adoption of anti-aging solutions.

Recognizing the increasing interest in financial investment amongst young adults, Kiehl’s draws parallels to skincare, positioning its products as essential assets for a brighter, more youthful future. The campaign playfully blends financial jargon with skincare expertise, creating a unique and engaging experience for Gen Z.

At the heart of the campaign lies Kiehl’s Super Multi-Corrective family of products for face and eyes. Whether addressing fine lines, wrinkles, uneven skin tone or loss of elasticity, the Super Multi-Corrective range provides a comprehensive solution for maintaining a youthful-looking complexion.


Customers are encouraged to take photos as a memory of their 'Skin-Vestment'

According to Kiehl’s, its ‘Skin-Vestment’ campaign moves beyond traditional advertising, drawing consumers into immersive experiences that blur the lines between skincare and smart financial planning.

Sanya Haitang Bay Duty Free Shopping Complex (May 1 to August 30, 2024)

Kiehl's invites shoppers to discover a “dynamic exploration of skincare investment”. The animation area is cleverly designed to mimic the world of finance, complete with ‘stock tickers’, displaying product benefits, ‘stock charts’ illustrating the long-term returns of anti-aging products, and ‘TV screens’ broadcasting product claims and testimonials, positioning Kiehl's formulas as must-have additions to any smart ‘Skin-Vestment’ portfolio. This immersive setup primed shoppers to view skincare through a new lens, one focused on future gains and long-term value.

This financial theme continued with the ‘Bones Money Talks’ photo booth, where participants could pose for a mock newspaper cover, showcasing themselves as the World’s ‘Youngest Skin-Vestment expert’. The campaign's ingenuity was evident with over 2,000 posts on RED in just seven days, demonstrating its resonance with Gen Z.

To further amplify the experience, roaming ‘Skin-Vestment’ experts, armed with handheld photo frames, encouraged even more shoppers to join the fun and make it to the headlines with Kiehl’s.

Haikou International Duty Free Shopping Complex (May 1 to 7, 2024)

Kiehl’s partnered with China Duty Free Group to bring the ‘Skin-Vestment’ concept to life during the May Shopping Festival in Haikou. A specially designed ‘Kiehl's News’ cart popped up within the mall, offering shoppers a chance to interact one-on-one with ‘Professional Skin-Vestment Advisors’. These skincare experts calculated each shopper's unique ‘skin net worth’ based on their current skincare habits, encouraging them to think strategically about their routines. After discovering their skin net worth, participants could ring a ceremonial ‘opening bell’ at the cart, signifying their commitment to investing in their skin's future, and receive a coupon redeemable for samples back at the Kiehl's store.

Adding a layer of entertainment and education, a series of Talk Shows featured stand-up comedians who drew clever parallels between navigating financial risks and making smart skincare choices, solidifying the campaign’s message in a relatable and engaging way.

“The ‘Skin-Vestment’ campaign solidifies Kiehl’s position as a forward-thinking leader in the beauty industry, demonstrating the power of innovative marketing, a finger on the pulse of youth culture, and a deep understanding of what it means to ‘invest’ in oneself,” said Dorothy Liu, Vice President, Merchandising, Perfume and Cosmetics at China Duty Free Group.

Hong Kong DFS Galleria, Sun Plaza (May 1 to June 30, 2024)

The ‘Skin-Vestment' center landed in Hong Kong, offering a three-stage experience designed to educate and empower Gen Z skincare investors. 



Kiehl's 'Skin-Vestment' campaign claims center stage at Hong Kong DFS Galleria, Sun Plaza

First, participants engaged with Kiehl’s Skin-Vestment experts to discover the hero products of the campaign: the powerful Super Multi-Corrective formulas, designed to address multiple signs of aging. Next, using the cutting-edge Kiehl’s Derma Reader Portable, experts performed a detailed skin analysis, assessing each participant’s skin across six dimensions to reveal their personalized needs. Armed with this in-depth knowledge, shoppers received tailored recommendations for building their ideal ‘Skin-Vestment’ portfolio at the teller counter. Participants were also encouraged to commemorate their experience at the ‘Bones Money Talks’ photo op and share their ‘Skin-Vestment’ journeys on social media.

According to Fion Ng, General Manager of Kiehl’s Travel Retail Asia Pacific, “Gen Z doesn't just buy products, they buy into brands that align with their values and aspirations”. “With 'Skin-Vestment,' we're speaking their language, one that values both immediate gratification and long-term thinking. We're not just promoting skincare, we're providing the tools and knowledge for Gen Z to make empowered decisions about their skin's future.”

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