Our regular feature celebrates important and/or memorable scenes, moments, launches and campaigns from the global aviation and travel retail sphere.
Amid the pall of gloom cast over the travel retail sector globally in recent months, it’s been encouraging to see a flurry of spectacular brand activations within the acclaimed CDF Mall in Haitang Bay, Sanya as the market there has bounced back in style.
As we reported recently, the latest brand to join what has been a non-stop party since the introduction of the enhanced offshore duty free shopping policy on 1 July is L’Oréal Group-owned Kiehl’s.
Today’s image (above) and those below, courtesy of Don Huang, Business Development Director (China) – Travel Retail Asia Pacific Division at L’Oréal and the L’Oréal Travel Retail media team, simultaneously capture the excitement the high-profile promotion generated as well as the excellent cause that underpins it.
There was star power there too. Kiehl’s ambassador, Chinese actor Turbo Liu, was on hand to champion an environmental conservation project in association with PUR Projet, which works with companies to regenerate the ecosystems they depend upon.
It was all part of the return of the ‘Kiehl’s Loves Hainan’ pop-up at CDF Mall in the Sanya International Duty Free Shopping Complex.
The pop-up showcased Kiehl’s ‘Future Made Better’ sustainability programme through an eco-conscious installation featuring quirky artworks by French illustrator Amaël Isnard. It comprised the Future Made Better zone and the Pur Projet area, which jointly told the story of Kiehl’s commitment to sustainability and environmental conservation.
Visitors scanned a QR code to learn about Kiehl’s multiple sustainability projects at the Future Made Better Zone; while the PUR Projet area highlighted the brand’s forest conservation initiatives.