Kiehl’s has hailed the success of its global travel retail (GTR) campaign to elevate the customer experience with shopping experiences that employ a sense of place.
The Kiehl’s LOVES collection, which launched three years ago and is now in its third edition, continues to increase its presence in GTR including Seoul, San Francisco, Hainan to Amsterdam.
The pop-up campaign is presented through merchandising, digital, product packaging, and travel-relevant gifts that celebrate the sense of place of each destination.
To bring a piece of Kiehl’s New York City roots to global travellers, the brand partnered with New York City-based graphic designer and illustrator Ali Mac to design the Kiehl’s LOVES 2018 collection. This included limited-edition products, speciality items and in-store storytelling elements designed around the various locations of the campaign.
Clockwise from top left: Kiehl’s LOVES Seoul product; Kiehl’s LOVES in Seoul; Ali Mac (left); Kiehl’s LOVES San Francisco
In Seoul, a Kiehl’s LOVES event took place at the Lotte World Tower with Lotte Duty Free, attended by regional celebrities and top KOLs across the Asia Pacific region from China, Hong Kong, Korea, Taiwan, and Singapore. According to brand owner L’Oréal Travel Retail the campaign led to record number of sales at the Seoul Lotte Downtown Store thanks to their live streams and posts.
Lotte World Tower General Manager Lee Dong Dae said: “We were extremely proud and excited to unveil Kiehl’s Seoul loves campaign as an over the top experience for our VIP’s, Celebrities, and KOL’s in the beauty industry. We will continuously closely working with Kiehl’s team to surprise our customers shopping at Lotte Duty Free”
On the offshore China territory of Hainan, Kiehl’s LOVES campaign was presented as a “disruptive and engaging experience” for shoppers at Sanya Duty Free Store.
The store hosted an influencer-driven mega event and an immersive pop-up featuring augmented reality (AR) technology and digital retailtainment – a first for the brand.
L’Oréal Travel Retail Americas, DFS Group, and JC Decaux Group collaborated to stage the Kiehl’s interactive pop-up design at Los Angeles Airport’s Tom Bradley International Terminal (TBIT) from September through November 2018.
Travellers had the opportunity to collect Kiehl’s samples from the ‘Kiehl’s Gumball Machine’. They could also customise their Kiehl’s skincare formulas by creating and printing personalised sticker designs. As usual, Kiehl’s mascot Mr Bones was present for photo opportunities.
The Kiehl’s LOVES event at Waikiki T Galleria in Hawai with DFS featured customised travel gifts such as tote bags and luggage tags.
San Francisco International Airport (DFS) and Dubai Duty Free at Dubai Airport also hosted a high-profile Kiehl’s LOVES event.
“Kiehl’s has created a unique and memorable experience for us in Dubai Duty Free with the Kiehl’s Loves Dubai pop up shop. The Kiehl’s Loves campaign gives our customers a new shopping opportunity to pick up their favourite Kiehl’s products for a special souvenir to remind them of their time in Dubai,” added Saba Tahir, SVP Purchasing, Dubai Duty Free.