CHINA. Kiehl’s Travel Retail Asia Pacific has partnered with Hainan Tourism Investment Duty Free Co and Lagardère Travel Retail China to launch the Anti-Aging Fitness pop-up at the Hainan Tourism Duty Free Shopping Complex (HTDF) in Sanya.
The fitness-themed pop-up, which ran throughout November, underscored Kiehl’s scientific heritage and featured a range of interactive online and offline experiences. The activation was designed with striking clear glass doors and purple columns, that commanded attention at the entry to the HTDF Mall.
Shoppers were able to try the Kiehl’s Instant Skin Reader, which is a smart skin analysis tool developed in collaboration with dermatologists. The tool offers in-depth skin analysis and personalised skincare recommendations. After receiving their results, visitors received free samples from Kiehl’s.
A playful boxing ring was a key highlight of the activation. Here, visitors were encouraged to fight off the signs of skin-ageing and discover the efficacy of Kiehl’s Super Multi-Corrective Cream in boosting the skin’s youthful glow.
The Anti-Aging Fitness Gym pop-up was supported with large digital advertising on the 3D screen of the HTDF Mall, which turned purple to match the colour of the Multi-Corrective Cream.
Livestream power
On 2 December, Kiehl’s Brand Ambassador Chinese Actress Victoria Song hosted a variety show livestream which featured different fitness challenges. Song was formerly a member of K-Pop girl group f(x) and has recently appeared in Chinese television series ‘Broker’ and ‘Lover or Stranger’ plus films such as ‘The Pioneer’ and ‘Legend of the Ancient Sword.’
Hosted alongside top beauty KOLs 毛小星 RYAN and Anny Fan, the livestream attracted over 25 million viewers on Weibo. Audiences embarked on a digital fitness journey across various skin-workout zones, where they discovered the benefits of the 7-in-1 Super Multi-Corrective Cream.
Audiences were able to watch the hosts try a treadmill challenge and kickboxing exercises. This was followed by a dermatologist-led masterclass which offered helpful tips to combat the signs of skin-ageing. The livestream was connected to Kiehl’s digital store on China Duty Free Group’s ecommerce platform to enable a seamless live-shopping experience.
“We are heartened at the success of this novel and omnichannel experience of a physical Kiehl’s Skin Fitness Gym pop-up, followed by a variety show-like livestream online with Victoria Song,” commented L’Oréal Travel Retail Asia Pacific General Manager of Skincare Business Unit Fion Ng.
“The digital and innovative services at the pop-up pushes the creative boundaries of retailtainment in travel retail, while the livestream has truly engaged with digitally savvy Kiehl’s fans. We are very excited to bring new insights to Hainan travellers with such personalised skin fitness experience, and this is all through our collaboration with Hainan Investment Tourism Duty Free Co, Lagardère Travel Retail China and China Duty Free Group.”
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