Kiehl's new SPF product, Better Screen UV Serum, was spotlighted, alongside a variety of bestselling products.Photo: Courtesy of CNC Agency
To promote its partnership with Jackson Hole Mountain Resort, Kiehl’s Since 1851 hosted its first two-day pop-up experience March 8-9 at Rendezvous Mountain.
At the base of the mountain, resort patrons were able to visit an apothecary-like stand inspired by the brand’s original New York City flagship store, where 1,500 guests received healthy skincare assessments from skincare pros. There was also a real-time UV Index Report that educated the skiers on skincare safety and encouraged them to apply SPF. Kiehl’s is the official 2024 SPF partner of Jackson Hole Mountain Resort.
“Adventure and community are key pillars of our brand DNA, and we believe in what we call ‘Return on Experience,’ a try-before-you-buy approach backed by real-world ‘torture tests,’” explained John Reed, general manager of Kiehl’s U.S., about the partnership.
“Our first foray into this was on Mount Everest, where we sponsored the Everest ’88 Expedition as climbers took the first ascent of the mountain’s East Face without supplemental oxygen. Jackson Hole Mountain Resort provided a unique opportunity to create a modern experience for consumers and to demonstrate the efficacy of our products in extreme climates and conditions of the great outdoors,” he said.
The experience continued at the mountain’s midway point, where skiers were able to make a pit stop to grab light bites and refreshments, including hot pretzels and cocoa, while relaxing in lounge chairs.
Aly Lespier Tatnall, vice president of accounts for CNC Agency (Coffee 'n Clothes), the company tasked with producing the activation, said there were various challenges in setting up this mountainside pop-up.
Obstacles included adapting to colder temperatures, which affected the low-grade adhesive capabilities; navigating a remote location with unreliable Wi-Fi, necessitating hot spot usage; addressing safety concerns like slipping on snow with rugs; and ensuring team member comfort with hand and feet warmers. “To mitigate these obstacles, we strategically shipped necessary items ahead of time and allowed ample production install time, even factoring in potential delays," she said.
Tatnall added, “Working with a brand that is so visually recognizable, has established product efficacy, and is committed to sustainability made this pop-up experience so successful.”
More than 3,000 mountaingoers attended the pop-up, sampling more than 9,600 units of products. ABMC handled PR and influencer marketing for the experience.
In addition to the pop-up, Kiehl’s also hosted an intimate group of influencers and dermatologists at the snow globe-style cocktail bar, Fahrenheit 47, at Four Seasons Resort and Residences Jackson Hole.
The brand plans to host a second pop-up in July. “In an effort to maintain our commitment to sustainability, we will leverage the winter build and adapt with summer messaging, offers, and limited-edition merch,” Reed said.
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