Kiehl's O+O customer journeys in Hainan 

Kiehl’s Travel Retail Asia Pacific has marked its ten-year partnership with the Shan Shui Conservation Centre by running two ‘Future Made Better’ indoor and outdoor pop-ups with China Duty Free Gruop (CDFG) at Mova Mall in Haikou, Hainan through June.

The ecologically-designed pop-ups, launched in partnership with CDFG, shone a spotlight on endangered wild pandas, a powerful symbol of the importance of animal conservation.

The activations showcased Kiehl’s sustainable and conservation initiatives through an interactive and educational O2O journey.


The Future Made Better pop-ups were constructed with 100% recyclable and reusable materials. The outdoor activation featured an interactive ‘panda jungle’ equipped with augmented reality capacities that took visitors on a journey to learn about the brand’s ‘Kiehl’s Does’ initiatives.

Some noteworthy achievements include the fact that 80% of brand packaging is made with post-consumer recycled materials. It also sources raw material ingredients through responsible farming practices that support 600 farming communities around the world.

A purpose-driven journey: The two pop-ups showcased the brand’s ‘Kiehl’s Does’ and ‘Kiehl’s Gives’ sustainability and conservation initiatives through a series of engaging and educational retailtainment elements.
A fully integrated customer journey held together by a WeChat web app.
Both indoor and outdoor pop-ups were made with 100% recyclable and reusable materials.
A wild panda treehouse: The pop-ups celebrate Kiehl’s ongoing partnership with the Shan Shui Conservation Centre and its mission to protect the wild panda population in China.

The indoor activation featured a treehouse that symbolised the brand’s ongoing partnership with the Shan Shui Conservation Centre. The adventure began with the scan of a QR code and ended at an automatic vending machine, where customers could redeem a sample of the Kiehl’s best-selling Rare Earth Deep Pore Cleansing Masque.

As part of the ‘Kiehl’s Gives’ environmental sustainability pillar, Kiehl’s has been supporting panda conservation in China by removing hunting traps, purifying water sources, preserving natural habitats and monitoring the panda movements.

“We are proud to co-create such a purpose-driven journey in Hainan with Haikou Downtown Duty Free Shop,” commented Kiehl’s Travel Retail Asia Pacific General Manager Petrina Kho. “Our ‘Kiehl’s Does’ and ‘Kiehl’s Gives’ initiatives, featuring our ten-year collaboration with Shan Shui Conservation Center in panda conservation, represent our effort toward a healthier planet to formulate a better future.”

She added, “Through these pop-ups, we actively invite all travellers in Hainan to join us on such a purposeful journey, because we believe better has no end.”

“It is a very exciting opportunity for us at Haikou Downtown Duty-Free Shop to host the hallmark Kiehl’s Future Made Better pop-up,” added China Duty Free Group General Manager of Perfume and Cosmetics Department Central Merchandising Division Grace Wang.

“The partnership is meaningful to us as individuals, a company, and society at large for it directly benefits the beloved wild pandas that we hold dear to our hearts.

“As a major tourism and shopping destination in Haikou’s city centre, we believe that together with Kiehl’s groundbreaking values to educate, impact, and benefit the environment, we will elevate and shape the retail experience of the changing consumer needs of our generation.”

Welcome to the jungle: The Kiehl’s Future Made Better journey begins with the scan of a QR code and puts a special emphasis on its best-selling Rare Earth Deep Pore Cleansing Masque


Read the full story on The Moodie Davitt Report here.