Kiehl's Launches the Pop-up Store "Panda Wonderland" in Chengdu
- Chaileedo Press
- Jun 19, 2022
- 3 min read
To improve and protect the habitat of wild pandas, Kiehl's has opened a "Panda Oasis" pop-up store in Chengdu, China. Currently, the brand is not only present on e-commerce platforms such as Tmall and JD but also has nearly 170 offline counters. It is reported that Kiehl's retail sales in the Chinese market were close to RMB 4 billion ($596 million )in 2020.
On June 14, China Standard Time, Kiehl's, a skincare brand owned by the L'Oreal group, opened the Pop-up Store "Panda Wonderland" in downtown Chengdu, China, for a limited time of six days. Furthermore, the launch of the store is to appeal to consumers to protect the green planet where wild pandas inhabit.
According to the observation from CHAILEEDO, the first panda charity image KK of the brand' has already made a high-profile appearance in the store. And KK is dedicated to calling on more people to join the team to protect the habitat of wild pandas. The location of the store lies in Chengdu, the "home of pandas".
In addition, Kiehl's also promotes Rare Earth Deep Pore Daily Cleanser, the hero product of the brand, in the flash store. And CHAILEEDO learned that the brand also adds the Limited Edition of KK×Rare Earth Deep Pore Daily Cleanser in "Panda Wonderland".
2022 is the 11th consecutive year that Kiehl's has launched the limited edition of Rare Earth Deep Pore Daily Cleanser related to pandas. It is reported that part of the net profit from the sales of these products will be donated by the brand to improve the ecological environment of the wild pandas' habitat.
It is also worth mentioning that Kiehl's has been working with the Shan Shui Conservation Center for eleven years to protect the habitat of wild pandas. Thanks to the brand's long-term support, the habitat of wild pandas has been protected for a total of 722 square kilometers, benefiting more than 80,000 local community members.
This year, Kiehl's is launching a water purification campaign under the theme of "Pure Skin - Pure Source" to improve and protect the green habitat of wild pandas. Therefore, the brand decorated "Panda Wonderland" into a clear and cool "Amazon rainforest", where visitors can immerse themselves in the habitat of wild pandas, explore Kiehl's eleven-year history of public goods about pandas, and experience the cleansing power of hero product from Amazon rainforest.
The 171-year-old American skincare brand joined in L'Oreal group in 2000 and officially entered the Chinese market in 2009 by opening a counter in China. At present, Kiehl's enjoys popularity and considerable sales in China. It is reported that Kiehl's retail sales in the Chinese market were close to RMB 4 billion ($596 million )in 2020. Otherwise, Kiehl's achieved a revenue of $121 million in the 2021 Tmall Double Eleven, ranking 11th on the list of Top 30 brands in the beauty category.
CHAILEEDO also found that the brand has achieved an omni-channel presence in China. Nowadays, Kiehl's has an online official flagship store in Tmall and JD, in addition to an official website. Data shows that it has more than 170 offline counters in China in 2021.
On Tmall, Kiehl's official flagship store has six products with monthly sales of over 10,000, including Rare Earth Deep Pore Daily Cleanser with monthly sales of over 100,000, which is priced at $49. On JD, there are 19 products with more than 200,000 reviews in the brand's online store.
The data provided by Tmall shows that among all products of the brand, Rare Earth Deep Pore Daily Cleanser and Corrective: Accelerated Clarity Renewing Ampoules are the top 3 bestsellers.
In fact, Kiehl's also has a high reputation in China, mainly thanks to the marketing as well as public goods in the country. In recent years, the brand has officially announced Song Qian and Liu Haoran, two celebrities with high buzz, which have established close links with many young consumers. What’s more, Kiehl's has launched a series of public goods and charity activities in China, such as the Care for Left-behind Children Project and the Conservation of Habitat of Wild Pandas Project.
As China's highly representative 618 Mid-year Shopping Festival is coming to an end, Qeyes will continue to follow and report on Kiehl's sales.
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