Kiehl’s celebrates its 10th year partnership with non-profit organization, Shan Shui Conservation Centre, with its Kiehl’s Future Made Better indoor and outdoor pop-ups at Mova Downtown Shopping Mall in Haikou, Hainan. Held throughout the month of June, the ecologically designed pop-ups spotlight the endangered species, giant pandas, which are also a powerful symbol for species and ecosystem conservation. Through a seamless and interactive O+O journey, visitors may learn about the conservation works behind the partnership, as well as Kiehl’s sustainability commitments in formulating a better future.

Thepop-ups are constructed with 100% recyclable and reusable materials. With the outdoor pop-up featuring a panda jungle, visitors are led onto an educational augmented-reality journey to learn about the “Kiehl’s Does” initiatives. Through a scan on the jungle signs with a mobile phone, visitors may discover more sustainable actions taken by the brand, such as over 80% of Kiehl’s packaging are made with post-consumer recycled materials, and its raw ingredients sourced support responsible farming practices in over 600 communities worldwide.

The indoor tree house pop-up focuses on the brand’s 10th year partnership with Shan Shui Conservation Centre in protecting wild pandas. As part of the “Kiehl’s Gives” philanthropic commitment to environmental sustainability, the collaboration supports works behind panda conservation by removing hunting traps, purifying water sources and natural habitats, and monitoring the pandas’ movements and safety with infrared cameras. At the end of the adventure, visitors may redeem a sample of the brand’s No.1 bestselling Rare Earth Masque through an automatic vending machine (while stock lasts).

L’Oréal has devoted itself to beauty for over 100 years. With its unique international portfolio of 36 diverse and complementary brands, the Group generated sales amounting to 29.87 billion euros in 2019 and employs 88,000 people worldwide. As the world’s leading beauty company, L’Oréal is present across all distribution networks: mass market, department stores, pharmacies and drugstores, hair salons, travel retail, branded retail and e-commerce. Research and innovation, and a dedicated research team of 4,100 people, are at the core of L’Oréal’s strategy, working to meet beauty aspirations all over the world. L’Oréal sets out ambitious sustainable development goals across the Group for 2030 and aims to empower its ecosystem for a more inclusive and sustainable society. For more information:

“We are proud to co-create such a purpose-driven journey in Hainan with Haikou Downtown Duty Free Shop. Our ‘Kiehl’s Does’ and ‘Kiehl’s Gives’ initiatives, featuring our 10th year collaboration with Shan Shui Conservation Center in panda conservation, represent our effort toward a healthier planet to formulate a better future. Through

these pop-ups, we actively invite all travelers in Hainan to join us on such a purposeful journey, because we believe better has no end,” says Petrina Kho, General Manager of Kiehl’s Travel Retail Asia Pacific.

“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. 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 center, 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,” says Grace Wang, General Manager of Perfume and Cosmetics department, Central Merchandising Division, China Duty Free Group.

Christine Schott Ledes
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