Kiehl’s’ Loves Hainan pops up for sixth time in China with new ‘quirky’ illustrations

By Becky Bargh 5-Nov-2020

With sustainability at the core of the shopping destination, the L’Oréal-owned brand has teamed up with PUR Project in its effort to plant more trees globally

Premium beauty brand Kiehl’s has unveiled its sixth Kiehl’s Loves Hainan pop-up in China’s travel retail space this year.

For the Sanya shopping destination, Kiehl’s has put sustainability at the forefront by using materials that can be easily separated in order to be recycled or reused.

Visiting shoppers can learn more about the L’Oréal-owned brand’s partnership with PUR Project and its commitment to plant up one tree for every purchase made at the store, up to 5,000.

Kiehl's will also plant one tree for every ten bookmarks tied to the Future Made Better tree by customers.

The pop-up has used strawboard and cardboard that are FSC-certified.

Meanwhile, Kiehl’s hired the talents of French animation director and illustrator Amaël Isnard to draw up some ‘quirky and colourful’ artworks.

“We are honoured to be partnering again with China Duty Free Group for our ‘Kiehl’s Loves Hainan’ adventure,” said Petrina Kho, General Manager of Kiehl’s Travel Retail Asia Pacific.

“We have long held an impassioned commitment to respecting and raising awareness for our environment, from the eco-conscious-designed pop-up, to our Future Made Better zones across the point of sales in travel retail Asia Pacific, it demonstrates our commitment to make retailtainment better in travel retail, and better has no end.”

Travel retail exclusive products are also on offer at the destination, namely Kiehl’s’ Ultra Facial Cream, Calendula Herbal Toner, Clearly Corrective Dark Spot Solution and Avocado Eye Cream.

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The New York-based brand celebrated opening at a launch party last week, which was attended by Chinese actor Turbo Liu.