The New Kiehl's Pop-Up Celebrates the Premier of Zoolander 2
Katherine Pendrill — February 18, 2016 — Marketing
References: thederekzoolandercenterforpeoplewhodontagegood.org & psfk
Night Agency recently designed a Kiehl's pop-up shop with an unexpected cinematic twist. Although Kiehl's has not done any sort of traditional paid marketing in its 165-year history, the latest campaign is a fitting partnership for the brand and its trusted line of anti-aging skincare products.
The new Kiehl's pop-up shop is part of a collaboration between the iconic beauty brand and the new film Zoolander 2. The pop-up is located in New York City's West Village and it has been dubbed 'The Derek Zoolander Center for People Who Don’t Age Good.' With references to the film throughout, the pop-up showcases Kiehl's limited-edition line of anti-aging skincare products. Not only are guests guided through the store by male models, but they are also misted with the brand's anti-aging serum and given advice on how to walk the 'finger runway.'
With a movie completely centered around the idea of a character's struggle with aging, the Kiehl's partnership makes perfect sense.
The new Kiehl's pop-up shop is part of a collaboration between the iconic beauty brand and the new film Zoolander 2. The pop-up is located in New York City's West Village and it has been dubbed 'The Derek Zoolander Center for People Who Don’t Age Good.' With references to the film throughout, the pop-up showcases Kiehl's limited-edition line of anti-aging skincare products. Not only are guests guided through the store by male models, but they are also misted with the brand's anti-aging serum and given advice on how to walk the 'finger runway.'
With a movie completely centered around the idea of a character's struggle with aging, the Kiehl's partnership makes perfect sense.
Trend Themes
1. Pop-up Collaborations - There is a growing trend of brands partnering with movies to create pop-up shops and immersive experiences, creating unique marketing opportunities.
2. Limited-edition Products - Brands are leveraging limited-edition product lines to create buzz and excitement among consumers, driving sales and brand loyalty.
3. In-store Experiences - Retailers are focusing on providing immersive and memorable experiences in their physical locations to attract and engage customers, creating a competitive advantage.
Industry Implications
1. Beauty - Beauty brands can collaborate with movies or other entertainment properties to create unique pop-up shops and limited-edition product lines, generating increased brand exposure and customer engagement.
2. Film/entertainment - Movies and entertainment properties can partner with brands to create immersive pop-up experiences, leveraging their intellectual property to drive promotional opportunities and generate additional revenue streams.
3. Retail - Retailers can focus on creating in-store experiences that go beyond traditional shopping, attracting customers through unique and memorable interactions with the brand, leading to increased foot traffic and sales.
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