New York skincare brand Kiehl’s has launched one of its largest-yet airport pop-up stores in the region, at Singapore’s Changi Airport.
The global-exclusive Kiehl’s Lunar New Year store at Terminal 3 was formally opened in partnership with the airport’s beauty-products concessionaire The Shilla Duty Free, and will trade until February 9.
At Friday’s launch, popular Chinese actor, singer and model, Dylan Wang, best known for his appearances in Chinese television series Meteor Garden, made a guest appearance, greeting 35 young fans from across Asia who had won a contest to attend the event and wowing KOLs from Mainland China.
The pop-up store artwork was created by Australian artist Eirian Chapman and features a mascot Rock-it the Rat travelling through a cinematic New York to the garden city of Singapore. Chapman also designed Year-of-the-Rat labels for three of Kiehl’s’ most-popular products, the Ultra Facial Cream, Avocado Eye Cream, and Calendula Herbal Extract Alcohol-Free Toner, sold in a travel-exclusive boxed set. Playing on the theme of the mischievous rat lighting up the sky and the year, Chapman also illustrated a Rat on a firecracker she has ‘set alight’.
More than a just a large, high-profile store, the Kiehl’s Lunar New Year pop up features an interactive game where visitors can win prizes for tapping the rat as it pops up on a digital screen, an onsite calligrapher drawing Chinese characters and customisable messages on souvenir fans, and Instagrammable spots, including a Singaporean rickshaw.
On an interactive screen, visitors can write New Year blessings on a rocket graphic, then decorate it with their choice of colours and stickers, before virtually blasting it off into the sky, to be shared with friends via email.
Cellophane-free packaging
Sustainability issues and the Kiehl’s commitment to the environment were also highlighted at Friday’s event. Petrina Kho, GM of Kiehl’s Travel Retail Asia Pacific, revealed the brand has eliminated all cellophane wrapping of its products as part of a commitment to reducing its environmental footprint.
The company also presented a cheque for US$30,000 to Singaporean charity the Jane Goodall Institute which supports student-initiated activities under its Roots & Shoots programme, encouraging and empowers youth to help solve human, animal welfare, and environmental problems in their communities. The funds will allow local youngsters to plant 800 saplings and monitor their growth and wellbeing over three years.
“I am very proud that we continue to successfully engage customers in an evolving retail landscape, while supporting a meaningful cause that gives back to the community,” said Kho.
Jeff Lee, MD of The Shilla Duty Free Singapore, says the Kiehl’s pop up helps his company create unique shopping experiences to excite airport travellers. “Working closely together with Kiehl’s Travel Retail Asia Pacific and Changi Airport Group, we strive to push the boundaries in delivering exceptional customer-centric retail experiences.”
Teo Chew Hoon, group senior VP of airside concessions at Changi Airport Group said the Kiehl’s pop up kicked off Lunar New Year festivities for Changi Airport Group. “Travellers can engage in fun and memorable experiences at the interactive space, while shopping for the perfect gifts for their friends and families.”
