New York skincare brand Kiehl’s celebrates the Lunar New Year with the unveiling of its latest pop-up concept. Created exclusively for Singapore Changi Airport and The Shilla Duty Free, the Kiehl’s Lunar New Year pop-up opens at Changi Airport, Terminal 3 Departure Hall from 4 January to 9 February 2020.
In celebration of the Year of the Rat, Kiehl’s bestsellers including the Ultra Facial Cream, Avocado Eye Cream, and Calendula Herbal Extract Alcohol-Free Toner spot a limited edition Lunar New Year design by Australian illustrator Eirian Chapman. Chapman’s original artwork for Kiehl’s features mascot Rock-it the Rat travelling through a cinematic New York to the garden city of Singapore, set against the backdrop of a vibrant Chinese New Year celebration. Playing on the theme of the mischievous rat lighting up the sky and the year, Chapman illustrated a Rat on a firecracker she has set light to, blasting off into the New Year festivities.
The eye-catching pop-up decked in festive hues of red features an engaging retail experience, allowing guests to explore Kiehl’s best-selling products through various digital touchpoints. Upon stepping into the pop-up, guests are greeted with life-sized cutouts of Chapman’s illustrations providing numerous photo opportunities, and a cheeky introduction to Kiehl’s.
The immersive brand experience continues at the “Make A Wish” New Year Wishing Booth, where the larger-than-life replica of the famed Kiehl’s Ultra Facial Cream in the 2020 CNY limited edition packaging is located. On an interactive screen, visitors can write their New Year blessings on a rocket graphic, decorated with their preferred colours and stickers, to be blasted into a virtual sky. They will also be prompted to send the customised graphic to their family and friends via email, to share their well wishes for the new year.
Visitors feeling lucky can try their hand at the “Tap Tap The Rat” corner, where they can play a game on a digital screen and stand to win attractive Kiehl’s prizes.
To commemorate their unique experience at the Kiehl’s Lunar New Year pop-up, visitors can head over to the Chinese Calligraphy table to view a selection of blessings and to take away as a memento. They can opt to have their favourite blessing hand-written by an on-site calligrapher, or write their own Fai Chun with customised practice sheets provided at the activity station.
Popular Chinese actor, singer and model Dylan Wang Hedi of Meteor Garden fame added star power to the launch event held on 17 January 2020, where he shared his favourite Kiehl’s products and prosperous new year greetings with fans and travellers.
In its continued efforts to give back to the community, with every 2020 Lunar New Year Limited Edition Ultra Facial Cream 125ml sold, Kiehl’s will donate 1 USD to non-profit organisation Jane Goodall Institute Singapore (up to 30,000 USD) to support student-initiated activities under its Roots & Shoots programme, which encourages and empowers young individuals to do their part in solving human, animal welfare, and environmental problems in their communities.
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.”
Jeff Lee, Managing Director of The Shilla Duty Free Singapore adds, “At The Shilla Duty Free Singapore, we aim to create unique shopping experiences that will excite 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.”
Ms Teo Chew Hoon, Group Senior Vice President of Airside Concessions at Changi Airport Group says, “Changi Airport Group is kicking off the Lunar New Year festivities with this global exclusive pop-up, in partnership with Kiehl’s and The Shilla Duty Free. Travellers can engage in fun and memorable experiences at the interactive space, while shopping for the perfect gifts for their friends and families.”