Kiehl’s is expanding its “We Skincare About You” promotion, with more than 10 pop-up stores opening in Hainan, Taiwan, and Macau. 

The Kiehl’s Skincare Campus, according to the brand, is the campaign’s centrepiece – a preppy skincare academy that combines the brand’s tradition and skincare knowledge into an engaging experience for Gen Zs. 

The Campus is split into six zones including Kiehl’s Heritage, Kiehl’s Product Lab, Study Hall, Cafeteria, Snacks Vending Machine, and Graffiti Wall. 

In a recreation of a school campus atmosphere, customers can learn about Kiehl’s 172-year history and discover their personalised skincare routine recommended by Kiehl’s Skin Pros using the Kiehl’s Derma Reader Pro Beauty Tech.

“Our campaign tagline, “We Skincare About You”, serves to put forth our Kiehl’s Skin Pros and its commitment to the skincare needs of our friends and family – including the younger generation,” said Fion Ng, GM of Kiehl’s Travel Retail Asia Pacific. “They are truly a hallmark of our commitment to service.”

Founded in 1852 as a pharmacy in New York, Kiehl’s was purchased by L’Oreal 23 years ago for more than $100 million.