All aboard the Kiehl’s NYC Train: The vibrant pop-up takeover is making several stops in EMEAI travel retail with locations in Heathrow, DXB and Istanbul Airport

INTERNATIONAL. L’Oréal Travel Retail has launched a Kiehl’s NYC Train pop-up takeover in Europe, Middle East and India travel retail (EMEAI).

Kiehl’s Travel Retail has partnered with Dubai Duty Free in Dubai International Airport (DXB), Gebr. Heinemann and Unifree in Istanbul Airport, and Dufry UK in Heathrow Airport for the spectacular campaign. The animation is still running in Istanbul Airport.

A subway-themed pop-up space, complete with subway chairs, was hard to miss at Dubai International Airport. Of course, Kiehl’s mascot Mr Bones made a starring appearance.

The campaign takes inspiration from New York City, the home of Kiehl’s. It invites travellers to discover Kiehl’s apothecary roots through a series of immersive, retailtainment elements that showcase the brand’s skincare expertise, consumer-centric services and beauty-tech innovations.

The pop-ups are designed following Kiehl’s ‘We skincare about you’ ethos and combine the expertise of on-site Kiehl’s skin professionals with scalable beauty technology. Through this, travellers can discover more about their skincare issues and receive bespoke recommendations.

(Above and below) Beauty tech and gamification add plenty of fun to the Kiehl’s NYC Train animation in Istanbul Airport

The Kiehl’s Retinol Micro Dose Serum is the focal point of the animations. The serum features potent skin-enhancing technology that reduces the signs of skin-ageing with minimum amount of discomfort on the skin. Travellers can discover the serum via an interactive game that invites them to ‘catch’ the formula’s key ingredients to receive free samples. They can also receive special prizes and gifts.

A selection of Kiehl’s travel retail-exclusives is also available at the pop-ups.

Heathrow Terminal 4 welcomed a new tube station, manned by none other than Mr Bones himself

Travellers can play a game online to win special prizes at the pop-ups

Bringing online to offline, travellers to the chosen airports are targeted via a pre-trip digital campaign, which builds awareness for Kiehl’s and drives traffic to the animations. The campaign engages the travellers by inviting them to play different missions on the Kiehl’s Train game to win prizes at the pop-up. These include free skincare consultations and samples.

The journey concludes with a personalised gifting experience. ✈

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