The Brief:

Kiehl’s wanted to shine a spotlight on its beloved calendula range and appeal to a younger generation of customers. We created a “Kiehl’s Experience” with Kiehl’s that was experiential, highlighted the products, and provided Instagram-friendly touchpoints.

The Strategy:

We came up with the concept of a highly experiential supermarket concept that centres on the simple joys of everyday grocery shopping. Located in Chip Bee Gardens, we built the charming “Calendula-Mart” and positioned interactive product displays and sampling points to educate and entertain visitors.

The visitor experience ended with a sweet treat in partnership with Sunday Folks, a popular bakery that specialises in cakes and ice creams.

The Outcome:

To publicise the week-long event, we pitched extensively to the media and ran a social media campaign that engaged a mix of macro and micro influencers and the larger community.

The event won Silver in the Best PR Campaign: Beauty & Wellness category and Best Event-Led PR Campaign in the 2023 PR Awards.

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