Travel Retail Highlights

Kiehl’s and CDFG support wild panda preservation with Hainan pop-up

Kiehl’s has underlined its support for sustainable and conservation initiatives through an interactive and educational O2O journey in alliance with China Duty Free Group (CDFG). The partners ran two ‘Future Made Better’ pop-ups at Mova Mall in Haikou, Hainan through June. The project also marked Kiehl’s Travel Retail Asia Pacific’s ten-year partnership with the Shan Shui Conservation Centre. The pop-ups, constructed with 100% recyclable and reusable materials, shone a spotlight on endangered wild pandas, a powerful symbol of the importance of animal conservation. 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 separate indoor activation featured a treehouse that symbolised the brand’s 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.”

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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 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

For ten years, Kiehl’s has taken action to create a better future for wild pandas by removing hunting traps, purifying water sources and monitoring panda movements together with the Shan Shui Conservation Centre

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


The Moodie Davitt eZine Issue 298 | 6 July 2021

The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit and to subscribe, please e-mail

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