Kiehl’s began as a humble, old-world apothecary in New York’s East Village neighbourhood in 1851. Today, the beauty brand is known for its skin and hair care products, made with advanced technologies and natural ingredients.
Bringing a part of New York City (NYC) to Singapore is its latest campaign “Kiehl’s NYC Subway: Trash to Art” at Ion Orchard from Sep 3 to 13. The goal? To express Kiehl’s unwavering commitment to sustainability, skin health and a better future.
See the installation featuring NYC’s iconic subway – it highlights the brand’s tailored skincare solutions, and showcases its ongoing sustainability efforts through creative art pieces built from trash, bringing together NYC’s vibrancy and Kiehl’s quirkiness.
Get off at six “subway stops” to discover Kiehl’s skincare products and expertise. At the Trash to Art Gallery Showcase, visitors are greeted by the Super Tree created with Kiehl’s empties, an installation that embraces Kiehl’s beliefs of sustainability. In addition, the brand has worked with local Singaporean artists to adorn the space; admire the Empire State Building by local artist Maisarah Kamal; Big Apple by Stephanie Jane Burt; and My Forever Blooms made from eco-sustainable materials by Joyce Lim.
Other stops include a ceiling-to-floor Time Travel Tunnel with LED walls that recalls Kiehl’s heritage since 1851; a Morning C + Night A Glass Skin Capsule to help visitors achieve an even and luminous skin tone; and a section that unveils the power of Calendula Toner that relieves signs of distressed skin.
At the Skincare Academy booth, enjoy a complimentary personalised deep skin analysis with the Derma Reader Pro and receive tailormade skincare solutions from Kiehl’s Skin Pros.
The campaign also highlights Kiehl’s Mission Renewal efforts for a healthier planet by using only recycled, upcycled and eco-sustainable materials in all their structures. Visitors to the pop-up are encouraged to bring in empties from all beauty brands, and get rewarded.
Complete your subway experience to receive a complimentary six-piece sample kit and an exclusive Kiehl’s drawstring bag. To further elevate the New York subway experience, Kiehl’s will be sending one lucky winner to NYC to experience the vibrant culture and iconic landmarks (get more details at the event).
“Kiehl’s NYC Subway: Trash to Art” is located at ION Orchard, B4 Atrium, 2 Orchard Turn, Singapore 238801.
Text by Priyanka Elhence
