CHINA. L’Oréal Travel Retail Asia Pacific has partnered with China Duty Free Group (CDFG) to host the ‘Live It Up With Kiehl’s’ pop-ups in Sanya. The activations are running at the Sanya International Duty Free Shopping Complex in Haitang Bay in January and the Haikou Mova Mall in Haikou in February.
The pop-up blends the brand’s New York heritage with festive red and gold hues to welcome the Year of the Tiger. A tiger named ‘Mojo’, designed by New York-based illustrator Mojo Wang, welcomes travellers to the Kiehl’s pop-ups and symbolises the Year of the Tiger.
The campaign, which comprises indoor and outdoor pop-ups, is a showcase for interactive retailtainment features and beauty tech innovation. These include an animated photo booth, a Whack-A-Mole game which invites visitors to punch away skin problems, a Kiehl’s Vending Machine and a Claw Machine that offers exclusive prizes. The prizes include a Mojo Blind Box toy and deluxe Kiehl’s samples.
The Kiehl’s Instant Skin Reader is a highlight of the pop-up. Developed by dermatologists, the Skin Reader is a smartphone accessible programme that offers personalised skin diagnosis and recommendations.
Another noteworthy element is the Kiehl’s Made Better electronic wishing tree which educates shoppers on the brand’s sustainability and conservation projects. Travellers can scan a QR code and share their Future Made Better wishes on the tree.
Chinese Actor Leon Zhang (张云龙), known for his roles in Chinese television series ‘Tears in Heaven’ and ‘Survival Code’, teamed up with a virtual Mojo avatar to greet fans at the pop-up both in real-life and through a livestream broadcast on CDFG’s Weibo, Douyin and WeChat accounts on 19 January.
Livestream viewers watched Zhang interact with the pop-up’s various touchpoints and receive auspicious Lunar New Year wishes from the actor. The livestream generated a whopping 18 million views.
“We are honoured to collaborate with our esteemed partner Kiehl’s Travel Retail Asia Pacific once again, ushering in a brand new year with a spectacular display of innovation and creativity,” commented China Duty Free Group General Manager of Perfume & Cosmetics Central Merchandising Division Grace Wang.
“The experience of our travellers continues to lie at the heart of all we do, and we are constantly pushing the envelope to treat our guests to the most innovative and exhilarating adventures. As we enter the Lunar New Year, China Duty Free Group wishes all our partners, travellers, and visitors health, joy, and harmony.”
L’Oréal Travel Retail Asia Pacific General Manager of Skincare Business Unit Fion Ng added, “We’re delighted to have collaborated once again with China Duty Free Group for another successful event. The ‘Live It Up WIth Kiehl’s’ Lunar New Year pop-ups married online and offline retail experiences, skincare expertise and education, together with the brand’s commitment to sustainability.
“We are pleased to have brought together Hainan travellers both physically and virtually – a harmonious cohesiveness and reunion that perfectly captures what Lunar New Year is all about. On behalf of Kiehl’s Travel Retail Asia Pacific, we wish all our Kiehl’s friends and family a joyous, peaceful, and safe Lunar New Year.”
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