Best Use of Native Content

Kiehl’s Dragon Inn concept by L’Oréal Travel Retail Asia Pacific is a prime example of native content that connects authentically with its target audience. To celebrate the 2024 Chinese New Year, Kiehl’s launched an immersive ‘Guochao’ experience at the Hainan Tourism Duty Free Shopping Complex in Sanya, blending the brand’s apothecary heritage with elements of Kung Fu.

The campaign aimed to increase brand awareness among Chinese Gen Z and Millennial consumers while driving sales, particularly for hero products. With a budget of US$480,000, the experience integrated modern technology with traditional Chinese aesthetics, offering guests personalised skincare consultations through the Kiehl’s Derma Reader Portable.

Guests were introduced to products portrayed as ‘Kung Fu Masters’ tailored to address specific skin concerns, set against a visually stunning backdrop of traditional Chinese architecture with a contemporary outlook. Social media engagement was encouraged through Instagram-worthy photo opportunities.

Kiehl’s saw a 1.3x uplift in market share in Sanya, 1.5x in Macau and 1.2x in Taiwan, each measured against the previous three-month average. The campaign also drove a +5% increase in average consumer spend and a 20% share for the Kiehl’s Ultra Facial Cream Refill Pouch. The culturally relevant content resonated with affluent young consumers who are interested in premium skincare and active on social media.