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EXCLUSIVE INTERVIEW with Kiehl’s : ‘Kiehl’s Loves’ rounds off its successful adventure in Seoul


Following an exhilarating run in Bangkok and Hainan in September, New York skincare brand Kiehl’s wraps up its highly successful “Kiehl’s Loves” adventure with its third and final “Kiehl’s Loves Korea” pop-up at Lotte Duty Free in Seoul, Korea, on October 18 and 19.

SEE ALSO : Seoul Fashion Week 2019 aims at promoting K-style globally

With the spirit of discovery through travelling at its core, the campaign was conceptualised to tour key locations, inviting urban voyagers – both locals and travellers – to explore the uniqueness of each Asian destination through highly immersive retailtainment.

Renowned Italian visual artist Simone Massoni continues on this expedition, paying homage to Korea’s lovely traditional buildings and clothing with his delightful illustrations on limited edition travel retail sets.

Located at Lotte Duty Free on October 18 and 19, the ‘Kiehl’s Loves Korea’ campaign seamlessly integrated the Korean K-pop trend with its traditional roots at its Seoul outpost. Rising K-Pop rapper Lai Kuan Lin took centre stage as he played host alongside brand icon Mr. Bones.

Guests were wowed at the interactive pop-up with neon and fluorescent lights that symbolise the electrifying energy of the Korean music trend. Upbeat and edgy, the pop-up brought the CalenduLAB to life with an interactive 360-degree kinetic installation where floating calendula petals responded to visitors’ touch.

Ribbon Cutting
Source: Kiehl’s

In its continued efforts to contribute to a healthier world, with every Ultra Facial Cream 125ml sold, Kiehl’s and Lotte Duty Free will invest 1 USD to EcopeaceAsia in support of planting trees in Seoul, Korea.

Petrina Kho, General Manager of Kiehl’s Travel Retail Asia Pacific says, “Together with Lotte Duty Free, we are pleased to support EcopeaceAsia planting trees in Yeouido to reduce micro dust and air pollution in Korea to make beauty sustainable and sustainability beautiful. This has been another incredible adventure, and we are proud to conclude our 2019 “Kiehl’s Loves” campaign at our finale in Seoul with resounding success.”

Seong Hun Park, General Manager of Hotel Lotte Duty Free Main Downtown Store says: “We are honoured to be a part of the ‘Kiehl’s Loves’ campaign this year with this highly interactive and meaningful pop-up. With our strong collaboration with Kiehl’s, we are able to excite our shoppers at Lotte Duty Free through various digital touchpoints to offer local shoppers and travelers a truly unforgettable journey.”

Retail in Asia had the pleasure to interview Petrina Kho, GM of Kiehls Travel Retail Asia Pacific.

[Profile Image] Petrina Kho
Source: Kiehl’s
RiA: What are the core values behind Kiehl’s brand?

Petrina: As one of the top skincare brands in Travel Retail Asia Pacific, our mission is to help customers look good while doing good. Over the decades, we have won the loyalty of our consumers through our powerful skincare ingredients drawn from nature and science with our unique formula.

At the same time, we are always mindful to giving back to the community with a focus on three key causes – children’s wellness, environment, and HIV/AIDS awareness.

RiA: What are the distinctive characteristics of the brand that appeal to Asian consumers?

Petrina: Two key trends in Asia Pacific are premiumisation and digitalization. Consumers actively seek for better ingredients, improved efficacy and trade up to more premium range by extending their skincare repertoire. We take full advantage of this trend with our #1 position in hydration skincare category through our iconic products, Ultra Facial Cream, Calendula Herbal Extract Alcohol-Free Toner, and Creamy Eye Treatment with Avocado.

Asian consumers today are more connected than ever, and we respond by constantly digitalizing customers’ shopping experience to meet their beauty aspirations.

RiA: What’s your customer’s profile across the region?

Petrina: Our target consumers are travellers seeking for more than just a product, they are looking for added-value such as superior skincare consultation and a sense of community.

RiA: What’s the current status of the travel retail expansion in Asia?

Petrina: Travel Retail Asia Pacific is in great shape due to significant growth of air traffic, and Kiehl’s is able to take full advantage of this trend through our solid 13 years of experience in the Travel Retail channel. We are able to continuously accelerate our business by focusing on iconic products like the Ultra Facial Cream and always putting our traveling consumers first in everything we do.

RiA: What are the future plans in this regard?

Petrina: We want to be with our existing users and new potential customers throughout their travel journey. This means we will continue to look for opportunities to partner with airports and retailers to engage with travellers around the world and provide them with the outstanding skincare consultation service that Kiehl’s is known for.

RiA: “Kiehl’s loves” has been travelling in Asia to bring its excitement with celebrities, influencers, media. How is the initiative going?

Petrina: The Kiehl’s Loves campaign is the most travel relevant initiative in travel retail. The launch of 3 Pop-up activities first in Bangkok, then in Hainan and finally in Seoul celebrates the spirit of adventure through travelling.

It is a great way to engage and recruit new customers by providing travellers with new experiences around our skincare expertise.

SEE ALSO : Kiehl’s X Jonny Wan at Singapore Changi Airport

RiA: How are you choosing celebrities and influencers to endorse your brand?

Petrina: The celebrities and influencers we worked with truly share the spirit of discovery and adventure that Kiehl’s has stood by since its establishment. They are hosts of their respective cities and are passionate about their culture, heritage and community.

Retail in Asia will keep following Kiehl’s advertures around Asia and keep you posted.