Kiehl’s, in partnership with Korean travel retailer The Shilla Duty Free, is running an immersive CalenduLAB pop-up store at Hong Kong International Airport (HKIA) – the first in Asia Pacific travel retail. It will be open until 26 June with another outpost at HKIA’s East Hall.
The main unit is located in Shilla’s Beauty&You curated zone and is focused on Kiehl’s newest addition to its Calendula family: Calendula Serum-Infused Water Cream.
According to L’Oréal Travel Retail Asia Pacific, “The weightless formula of this new cream releases a burst of soothing, long-lasting hydration, leaving skin feeling soft and dewy-fresh”. The company believes this makes the cream ideal for staving off dehydration on long-haul flights and in hot climates.
“We are very happy to unveil the CalenduLAB for the very first time in Asia Pacific travel retail. Through our successful collaboration with The Shilla Duty Free, we are confident that travellers, especially travel-savvy millennials, will be delighted with Kiehl’s Calendula Water Cream,” said Kiehl’s Travel Retail Asia Pacific General Manager Petrina Kho.
The pop-up takes travellers into a Calendula garden, which echoes the formula of the new cream with hundreds of micronised Calendula flower petals. The formula is claimed to contain the highest available concentration of Calendula flower extract.
Giant medical test tubes – inspired by Kiehl’s 165 years of apothecary tradition – and other products from the Calendula collection are displayed at the front desk. The pop-up also offers customers complimentary samples and explains the newly-updated Calendula skincare routine through expert consultations.
Shilla Hong Kong Managing Director Changha Shin commented: “This pop-up shows that Kiehl’s Travel Retail Asia Pacific and Shilla Duty Free share the same vision of redefining the airport retail experience and consumer journey in an interactive and engaging environment.
“The CalenduLAB, pop-up goes beyond merchandise display, telling the story of Kiehl’s heritage as well as offering an exceptional consultation service.”
