CHINA. L’Oréal Travel Retail Asia Pacific is extending Kiehl’s ‘Skin-vestment’ campaign with an immersive activation at cdf Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.
The cdf Sanya pop-up runs until 30 August, building on the campaign’s success at cdf Haikou International Duty Free Shopping Complex in Hainan from 1-7 May and at T Galleria by DFS at Sun Plaza in downtown Hong Kong from 1 May to 30 June.
Designed to resonate with Gen Z consumers, the campaign reimagines skincare as a form of investment, highlighting long-term benefits of early adoption of anti-ageing solutions.
Kiehl’s is positioning its products as essential for a youthful future. The campaign blends financial terms with skincare expertise to engage young consumers.
The ‘Skin-vestment’ campaign spotlights Kiehl’s Super Multi-Corrective products for face and eyes. These products address fine lines, wrinkles, uneven skin tone and loss of elasticity, offering a comprehensive solution for maintaining a youthful complexion.
The Kiehl’s activation at cdf Sanya, unveiled in partnership with China Duty Free Group (CDFG), mimics a high-energy trading floor. It features ‘stock tickers’ displaying product benefits, ‘stock charts’ illustrating the long-term returns of anti-ageing products and ‘television screens’ broadcasting product claims and testimonials.
This immersive setup encourages shoppers to view skincare through a new lens – one focused on future gains and long-term value.
The financial theme continues with a ‘Bones Money Talks’ photo booth where participants can pose for a mock newspaper cover, showcasing themselves as the world’s ‘youngest Skin-Vestment expert’.
The thematic ingenuity resulted in over 2,000 posts on Chinese social platform RED in seven days, demonstrating its resonance with Gen Z.
Kiehl’s on the pulse of youth culture
Kiehl’s animation at cdf Haikou brought the ‘Skin-vestment’ concept to life during CDFG’s month-long Global Shopping Festival, which celebrated the May Day holiday.
A specially designed Kiehl’s news cart popped up within the mall, offering shoppers a chance to interact with ‘Professional Skin-vestment Advisors’.
These skincare experts calculated each shopper’s unique ‘skin net worth’ based on their current skincare habits, encouraging them to think strategically about their routines.
After discovering their skin net worth, participants could ring a ceremonial ‘opening bell’ at the cart, signifying commitment to investing in their skin’s future. They also received a coupon redeemable for samples at the Kiehl’s store.
A series of talk shows featured stand-up comedians who drew clever parallels between navigating financial risks and making smart skincare choices, highlighting the campaign message in a relatable and engaging way.
CDFG Vice President Merchandising, Perfume and Cosmetics Dorothy Liu said: “The ‘Skin-vestment’ campaign solidifies Kiehl’s position as a forward-thinking leader in the beauty industry.
“It demonstrates the power of innovative marketing – a finger on the pulse of youth culture and a deep understanding of what it means to ‘invest’ in oneself.”
A ‘Skin-vestment’ journey
Kiehl’s Skin-Vestment centre at DFS Sun Plaza, launched in collaboration with DFS Group, offered a three-stage experience for educating Gen Z skincare investors.
First, participants engaged with Kiehl’s ‘Skin-vestment’ experts to discover the hero products of the campaign: the Super Multi-Corrective formulas.
Then using Kiehl’s Derma Reader Portable experts performed a detailed skin analysis, assessing each participant’s skin across six dimensions to reveal their personalised needs.
Armed with this knowledge, shoppers received tailored recommendations for building their ideal ‘Skin-vestment’ portfolio at the teller counter.
Finally the investment journey wrapped up with participants taking a photo to commemorate their experience at the ‘Bones Money Talks’ photo opportunity. They were also encouraged to share their ‘Skin-Vestment’ journeys on social media.
L’Oréal Travel Retail Asia Pacific General Manager Fion Ng remarked: “Gen Z doesn’t just buy products, they buy into brands that align with their values and aspirations.
“With ‘Skin-vestment’ we’re speaking their language – one that values both immediate gratification and long-term thinking. We’re not just promoting skincare; we’re providing the tools and knowledge for Gen Z to make empowered decisions about their skin’s future.” ✈
