CHINA. Kiehl’s Travel Retail Asia Pacific recently hosted a series of immersive hybrid activations in China, which highlighted its new Retinol Skin-Renewing Daily Micro-Dose Serum. A series of animations, which ran from March to July, took over key locations in Hainan and Macau with theatrical productions, pop-ups and celebrity KOL-led livestreams.
From 20 June to 31 July, the L’Oréal Group-owned brand teamed up with Accor Group and China Duty Free Group (CDFG) to engage hotel guests at the Sofitel Haikou and Pullman Haikou.
The activations highlighted Kiehl’s anti-ageing expertise and Gen Z appeal. At Sofitel Haikou, the brand hosted a special event that educated travellers about its new Retinol Skin-Renewing Daily Micro-Dose Serum. The disruptive ‘Agent K’ experience featured a dramatic theatre production that immersed audiences into the world of Kiehl’s.
Guests included hotel guests alongside VIPs from CDFG and Accor. They embarked on fun missions to beat skincare problems such as dark spots and pigmentation. They also solved puzzles which unlocked the science and efficacy behind Kiehl’s products.
Afterwards, Beauty KOL Joycelemon and an on-site dermatologist hosted a Q&A session, which answered guests’ most pressing skincare questions.
At the event, guests received personalised skincare consultations using the Kiehl’s Instant Skin Reader. The device is a mobile friendly skin diagnosis tool which identifies skin concerns and recommends specific skincare routines to suit various skin needs.
During the event, Sofitel Haikou’s hotel bar was transformed into a science lab, were scientist-themed mixologists served Kiehl’s-inspired cocktails in beakers. Further installations were dotted around both Sofitel Haikou and Pullman Haikou hotel, shining the spotlight on the new Retinol serum.
In addition, both hotels installed Kiehl’s Retinol Vending machines at their respective lobbies, giving guests the chance to redeem skincare samples. As an added omnichannel element, hotel guests were also able to redeem coupons worth RMB600 (US$88) by scanning a QR code from the vending machine. The coupons could be redeemed at the CDFG Haikou Mova Mall.
A record-breaking livestream
On 24 June, Kiehl’s hosted a star-studded livestream on CDFG’s Haikou Mova Mall Weibo channel. The livestream was hosted by celebrity KOL and Kiehl’s Ambassador Victoria Song alongside a professional dermatologist. The livestream broke CDFG Mova Mall’s Weibo record and amassed 22.5 million viewers.
The interactive and educational broadcast took viewers on a journey through the Agent K experience at Sofitel and reinforced Kiehl’s skincare expertise.
Pop-up takeover
L’Oréal Travel Retail Asia Pacific further amplified the Retinol Skin-Renewing Daily Micro-Dose Serum and solidified Kiehl’s brand awareness in China by launching four experiential pop-ups in Hainan and Macau. The pop-ups delivered an interactive shopping journey that highlighted the star serum and illustrated the micro-dose science behind it.
The pop-ups featured Retinol-themed retailtainment elements which included an online Pacman-inspired game, a claw machine and vending machine. Guests learned all about Retinol’s rejuvenating benefits. They also got complimentary skincare analyses using the Kiehl’s Instant Skin Reader, before receiving personalised skincare recommendations and Kiehl’s samples.
“We are delighted to launch this series of dynamic hotel collaborations and highly-experiential pop-ups with our partners to such positive response from our esteemed guests and travellers,” commented L’Oréal Travel Retail Asia Pacific General Manager of Skincare Business Unit Fion Ng.
“The activations serve to reinforce the properties of the Retinol Skin-Renewing Daily Micro-Dose Serum — the brand’s first potent yet gentle retinol — precisely formulated to deliver visible results via micro-dose technology without aggravating sensitive skin, making this the perfect retinol for first time users and regulars alike.
“These immersive experiences enable Kiehl’s to communicate the efficacies of our anti-ageing products in a way that’s engaging and interactive, and solidifying our credibility as an anti-ageing skincare expert for Gen Z travellers.” Ng concluded.
“At China Duty Free Group, we are delighted to partner with a disruptive brand like Kiehl’s, which constantly seeks to reinvent the wheel with innovative activations to engage travellers,” added China Duty Free Group General Manager of Perfumes & Cosmetics Division Grace Wang.
“The experiential pop-ups creatively stitch together hybrid activations that educate consumers, while providing entertaining and impactful touchpoints that drive commercial success.”
Accor Greater China Chief Commercial Officer Ken Wong added, “We continually seek exciting partnerships for unique and innovative experiences to engage with our guests and members. With Kiehl’s ‘Agent K’ activation, Accor is pleased to host an elaborate and entertaining series of events which are thoughtfully curated to deliver immersive lifestyle experiences with delightful activities. The themed cocktails, in-hotel activations and games are enjoyed and well resonated by our guests in Sofitel Haikou and Pullman Haikou.”
New China market launch
In July The Moodie Davitt Report launched 穆迪达维特中国旅游零售报告 – The Moodie Davitt China Travel Retail Report, a digital magazine dedicated to our industry’s hottest market.
The new digital title is published in Mandarin and English four times a year across multiple platforms.
This exciting new digital magazine from the world’s leading travel retail publisher focuses on all aspects of China’s travel-related ecosystem, including:
- Airport retail (domestic and international)
- Airport food & beverage
- Airport advertising
- Ecommerce
- Land border, downtown and cruiseline retail
- Mixed-use leisure and tourism developments
- Offshore duty free retail and the Hainan Free Trade Port
- Social media
- + All the latest brand and retailer activations
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Footnote (1): Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.
Click here to view all back issues. Please email Kristyn@MoodieDavittReport.com to subscribe.
Footnote (2): The Moodie Davitt Report has launched an e-newsletter, Beauty Curated, in association with Shiseido. It offers a curated selection of stories focused on the key wellbeing category in travel retail and beyond.
To subscribe free of charge please email Kristyn@MoodieDavittReport.com headed ‘Curated Beauty’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
