Kiehl’s Travel Retail Asia Pacific Celebrates a Meaningful Holiday Season In Seoul with Shinsegae Duty Free Myeongdong

Seoul – The finest skincare apothecary from New York, Kiehl’s, took the season’s festivities to the next level with the launch of its first ever ‘Make It Merrier with Kiehl’s’ pop-up at Shinsegae Duty Free Myeongdong. Mr. Bones invited all travelers to enter the merry world of Kiehl’s, a winter wonderland featuring his favorite hometown holiday activities from skating in Central Park to carolling in Washington Square. Running from 13 December to 15 December 2019, the pop-up was launched in partnership with Shinsegae Duty Free, designed to reimagine the retail experience and heighten shoppers’ engagement through a consumercentric, digitalised experience alongside a bold collaboration with Finnish graphic artist and illustrator Janine Rewell and a celebrity appearance by K-pop R&B star, Eric Nam.

The ‘Make It Merrier with Kiehl’s’ holiday pop-up was officially opened in the presence of Kiehl’s and Shinsegae management at the mall’s Mirror Carousel on the 10th floor, with a special appearance by Eric Nam, K-pop R&B star. A series of play zones encouraged shoppers to immerse in endless holiday fun, discover Kiehl’s bestsellers worldwide and play a part in giving back to the community. Customers rode on a real snowmobile in a VR game, where they embarked on a snowy adventure while skidding through Mr. Bones’ favorite New York City spots from Central Park to Washington Square. A giant snowing ball allowed travelers to capture their wintry moments with Mr. Bones.

To give merry to its community building commitment, Kiehl’s has partnered with Room to Read, a non-profit supporting education organization aimed at improving children’s literacy globally. By sharing their favorite childhood storybook at the pop-up, the accumulated booklist by shoppers will be used for Room to Read’s future book purchase reference for its young beneficiaries. From 1st November till 31st December 2019, Kiehl’s will donate USD 1 to support the education of children in need with every purchase of the Ultra Facial Cream 125ml Holiday Limited Edition.

“Holiday is a joyous time of the year, and Kiehl’s is delighted to push the boundaries of disruptive and engaging retail expression with Shinsegae Duty Free through our immersive “Make it Merrier with Kiehl’s” holiday pop-up. In the spirit of giving and sharing, we are pleased to invite our shoppers to join us in making a difference to children’s lives through education support with non-profit global organization Room to Read,” says Petrina Kho, General Manager of Kiehl’s Travel Retail Asia Pacific.

“We are thrilled to be part of the “Make It Merrier with Kiehl’s” campaign this season with this 360-degree holiday pop-up. This strong partnership with Kiehl’s Travel Retail Asia Pacific has enabled us to constantly deliver unique and inspiring retail experiences to our shoppers, and we look forward to more exciting collaborations in the future,” says Hong Seok Ho, Merchandising Division Senior Vice President of Shinsegae Duty Free.

“Kiehl’s is a brand that is well-known for its products and commitment to a brighter future. We are proud to partner with Kiehl’s to support children’s literacy, helping young girls and boys design their own destinies. This holiday season is an amazing opportunity to support communities around the world, as they experience the life-changing benefits of education. This transformational social impact makes the holiday festivities more meaningful,” says Dr. Geetha Murali, Chief Executive Officer of Room to Read.

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