Kiehl’s Singapore festival challenges consumers to make the future better

Robert Stockdill

Robert Stockdill

Cosmetics brand Kiehl’s in Singapore is running a month-long virtual digital festival to foster community engagement in initiatives to create a healthier planet.

In the Kiehl’s Future Made Better Festival the brand – with its agency Mercury – has created a virtual journey where visitors become immersed in the story of Kiehl’s featuring virtual stations, live streams from celebrities, a community-building social campaign, and online to offline activations. 

Kiehl’s Singapore is inviting people to collect and recycle 100,000 empties from any beauty brand during the event, which ends on July 14. Hopefully, that will draw attention to the brand’s Recycle and Be Rewarded Program, which has helped reclaim and recycle more than 11 million empties from its customers to date.

As consumers reach milestones on their collection journey they will receive rewards such as product prizes and lifestyle workshops – each of the four weeks the campaign runs, the top 20 recyclers will be rewarded with places in workshops with community partners such as artisan stationery company Bynd Artisan and Edible Garden City

The top 50 recyclers at the end of the festival will win a full-sized Rare Earth Masque.

A virtual journey

The Kiehl’s Future Made Better Festival in Singapore was more than a year in the making. Melissa Chan, brand manager for Kiehl’s Singapore, sees it as part of the brand’s long-standing commitment to sustainability. 

“It’s in our brand DNA to constantly innovate and educate our community who deserve products that are made better and that contribute to a healthier world. In just the first day of its launch, we saw an encouraging 14,000 sign-ups on the site, and we are looking forward to reaching 86,000 visitors during the month,” she said. 

“As a brand, we are constantly looking into ways we can continue to contribute to a future made better, and we hope that this virtual festival inspires our community to join us on our mission, because better has no end.”

Super Junior member and Unicef East Asia & Pacific regional ambassador Siwon Choi launched the festival this month with a 30-minute live stream session on Instagram, where he talked about ‘a future made better’, took questions from fans, and gave away signed Kiehl’s products.

When they enter the website and start their journey, visitors can learn about the story of Kiehl’s through bite-sized fun facts updated daily and a chance to win prizes on a virtual slot machine. They can compete with friends to “grow” a Calendula Plant, with the chance to win prizes each day simply by logging in to water their plant. As they navigate through the vibrant festival map, visitors will discover how nature and science collide through naturally derived ingredients that are sustainably formulated with quality, safety, and efficacy.

Kiehl’s Instant Skin Reader, developed with dermatologists, offers an immediate online skin analysis and a personalised skincare routine, which they can add to a shopping cart. Guests simply have to upload a snapshot of their face and Kiehl’s Instant Skin Reader technology will scan their face to measure it against 10,000 data points to identify their unique strengths and areas for improvement.

Personalities share going greener actions

Kiehl’s is also launching a #50WaystoGoGreen social-media campaign in tandem with the festival, in which 50 personalities share one way they have pledged to go green in their daily lives. 

“From taking shorter showers and refusing plastic bags at the grocer’s, to turning plastic bottle caps into coasters, the campaign aims to inspire the community to consider how eco-conscious habits, big or small, can be introduced into their everyday lives to contribute to a better future,” said a Kiehl’s Singapore spokesperson. 

The activities coincide with Kiehl’s 170th anniversary celebrations this year. Since 1851, Kiehl’s has been dedicated to using more sustainably sourced and naturally derived ingredients, using responsible packaging and manufacturing, and lending a hand to community causes.

Robert Stockdill

Robert Stockdill

Robert Stockdill is a content writer with more than 30 years of experience in five countries. His style has built upon award-winning success in news and features in the print media to leadership in digital communication, spanning news websites, social media, magazines, brochures, and contributing to books. Recognising the devastating impact of consumer behaviour on the planet and wanting to help make a difference Robert launched Viable.Earth as a platform to celebrate positive contributions by brands, companies and individuals towards reducing environmental impact and improve sustainability – especially in the fields of fashion, beauty, food, lifestyle, and transportation.

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