SOUTH KOREA. Lotte Duty Free and Kiehl’s this week celebrated the successful hosting of the latest ‘Kiehl’s Loves’ campaign with a major environmental initiative.
‘Kiehl’s Loves Korea’, which runs throughout October, is the most recent collaborative project between the L’Oréal-owned skincare brand and renowned Italian visual artist Simon Massoni.
Massoni has created the stunning locally themed motifs that have featured in all the ‘Kiehl’s Loves’ activations this year.
The latest event was held in September in Lotte Duty Free’s Star Lounge at the retailer’s headquarters in Myeong-dong, Seoul (we will bring you a full report on the activation soon).
The pop-up activation was decorated with neon and fluorescent lamps, symbolising the energy of Korea, underpinned by a concept reflecting the fusion of K-pop and traditional Korean culture. The pop-up featured various product experiential zones, such as displays that responded to the movements of viewers.
To mark the campaign, a tree-planting fund-raising initiative was announced, one designed to improve urban air quality, including fine dust in Seoul – a persistent problem in recent years.
Each time Lotte Duty Free sells a Kiehl’s 125ml Ultra Facial Cream, a US$1 donation will be made to Ecopeace Asia.
Ecopeace Asia is dedicated to eco-peace making and nature conservation in the interests of a sustainable Asia. The organisation is conducting various environmental conservation projects, including preventing desertification, encouraging mangrove forest restoration, and introducing and expanding agroforestry.
Ecopeace Asia said it plans to use the donations from the Lotte Duty Free Kiehl’s project for a 2020 project to reduce fine dust in Yeouido Saetgang Ecological Park in Seoul – South Korea’s first ecological park, created expressly for the purpose of preserving the area’s ecosystem.
“We are honoured to provide new experiences to our customers and to participate in environmental protection activities through the Kiehl’s Loves Korea campaign,” said Lotte Duty Free Director of the Myeong-dong store Seong-hoon (Steve) Park. “We plan to proceed with various social contribution initiatives in cooperation with different local and international organisations.”
“We are pleased to be able to participate in the Seoul air quality improvement activities with Lotte Duty Free Shop and Ecopeace Asia,” said Kiehl’s Travel Retail Asia Pacific General Manager Petrina Kho. “We are grateful for the successful completion of the 2019 Kiehl’s Loves Korea Campaign.”
In collaboration with Globuy
As a lead partner of The Moodie Davitt Report, this story will also appear in coming days in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report.
Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers.
Going forward, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits will also be published by Globuy. These will include product reviews by the Globuy team.
Globuy will promote The Moodie Davitt Report’s platform to China’s travel retail sector and to the platform’s consumer audience in China. The Moodie Davitt Report will subsequently also publish a curated selection of Chinese consumer feedback on the chosen stories and also reveal the results of regular consumer surveys conducted in association with Globuy.