WHAT? Kiehls is celebrating the Lunar New Year with the launch of a pop-up store in Changi airport, Singapore.
THE DETAILS The beauty brand is capitalizing on the Year of the Rat with the Terminal 3 based store, open until 9th February. Bestselling products, such as the Ultra Facial Cream, Avocado Eye Cream, and Calendula Herbal Extract Alcohol-Free Toner have been given a limited edition Lunar New Year design by Australian illustrator Eirian Chapman.
Offering an ‘engaging retail experience’ consumers will be able to use touchpoints, play the Tap Tap The Rat game on a digital screen to win Kiehl’s prizes, and visit a calligraphy table to have a bespoke blessing created by a calligrapher.
THE WHY? An important time for Chinese tourism, Kiehls is looking to profit from the busy Chinese New Year travel period with the pop-up store, with the additional element of immersive in-store experiences being a proven consumer favorite.
Petrina Kho, General Manager of Kiehl’s Travel Retail Asia Pacific says, “Through our close partnership with The Shilla Duty Free and The Changi Airport Group, we hope to reach out to travellers during this peak Lunar New Year travelling and gifting season. With a specially curated, customer-centric experience, guests are transported to the Kiehl’s universe upon stepping into the pop-up, and are immersed in the discovery of Kiehl’s best-selling products through multiple digital touchpoints. I am very proud that we continue to successfully engage its customers in an evolving retail landscape, while supporting a meaningful cause that gives back to the community.”