SINGAPORE. L’Oréal Travel Retail Asia Pacific has officially unveiled the Kiehl’s Lunar New Year pop-up at Singapore Changi Airport, offering travellers “an engaging and immersive experience”.
Opened on 23 January, the pop-up will run until 28 February.
As reported, the pop-up is based on a concept by illustrator Jonny Wan which depicts Lucky the Pig’s voyage from New York to Asia. Wrapped in Jonny Wan’s graphics and elements in auspicious red, the pop-up also features a statue of the Merlion – a Singapore icon – to “welcome travellers back to Singapore right after their flights land”.
For the pop-up’s grand opening on 26 January (attended by The Moodie Davitt Report*), Kiehl’s invited Lee Tae-min, a member of popular South Korean band SHINee, to join in the Lunar New Year festivities.
The K-pop star interacted with fans, presenting his favourite Kiehl’s product – the Ultra Facial Cream – to some of them on stage as a gift. He also took part in interactive activities using immersive technology, such as a virtual reality motorcycle ride and a fortune card machine.
Commenting on his virtual motorcycle adventure ride, Lee said: “It’s really an immersive experience. I felt excited to ride on the Kiehl’s motorcycle travelling from New York City to Singapore. During the journey, I turned back time to visit the original Kiehl’s apothecary founded 168 years ago, and finally I overcame all challenges on the way to reach the peak of Mount Everest. It was definitely an ultra-adventure for me.”
Underlining the brand’s commitment to the community, L’Oréal Travel Retail Asia Pacific General Manager of Kiehl’s Petrina Kho said: “Since 1851, Kiehl’s has been dedicated to using more sustainably sourced and naturally derived ingredients, using responsible packaging and manufacturing, and lending a hand to community causes.
“We are delighted that Singapore Changi Airport and Zero Waste Singapore (Singapore non-profit organisation for environmental protection) also share the same belief with us. With every purchase of a Kiehl’s product, we will donate S$1 to Zero Waste Singapore to help reduce, reuse, and recycle in Singapore,” she added.
Changi Airport Group Senior Vice President of Airside Concessions Teo Chew Hoon said: “We are delighted to collaborate with Kiehl’s for the first time to launch this global exclusive pop-up concept in the lead-up to the Lunar New Year celebrations. The virtual reality activities not only provide passengers with an engaging and immersive experience built on the product concepts of its limited-edition collection, they also put the spotlight on Changi Airport and Singapore.”
*Footnote: The Moodie Davitt Report provided on-location coverage of the Kiehl’s Lunar New Year pop-up opening via Instagram (https://www.instagram.com/themoodiedavittreport/) – check out the ‘Kiehl’s CNY2019’ Story Highlight at this link.
Watch this space for more details and an interview with L’Oréal Travel Retail Asia Pacific General Manager of Kiehl’s Petrina Kho. And look out for our Lunar New Year special edition of The Moodie Davitt eZine next week.