Luxury Fashion and Lifestyle Magazine

 


An Informative Night for Chinese Tour Operators at Kiehl’s

Posted 01/31/2013 by in

Reporter: Junting Wei | Photographer: Andy Chen

 (New York City) On January 28, Shang Magazine, together with Kiehl’s, held an event at the cosmetics retailer’s flagship store in Manhattan’s east village for NYC-based Chinese tour operators. Ms. Kimberly Robertson, Manager of Customer Experience, gave a PowerPoint presentation on the brand’s heritage, products, and business strategy.

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Ms. Kimberly Robertson, Manager of Customer Experience, is giving a presentation

According to Robertson, Kiehl’s is an authentically American cosmetics brand founded in 1851 by Mr. John Kiehl. It started out as a small apothecary pharmacy in the East Village and has evolved into an internationally-renowned brand that is currently present in 44 countries with more than 1100 stores globally. Notably, the brand has a huge presence in China, with 57 stores as of 2012.

As a century-old American brand, Kiehl’s has earned numerous awards and honors. For example, in 1979, the Smithsonian National Museum of American History in Washington DC, asked Kiehl’s founding member Mr. Aaron Morse to contribute its products to the permanent pharmacological exhibit. In 2003, New York City mayor Bloomberg proclaimed November 12, the brand’s birthday, the “Kiehl’s day” in honor of its longstanding contributions to the community.

As to products, the brand currently carries skincare, body, men’s, hair and pets series. Known for offering effective products and personalized customer services, the brand is considered the fastest growing brand in the industry with double-digit growth in all regions. As to business strategy, the brand demonstrates confidence by offering free samples. Focusing on effectiveness of its products rather than advertising or packaging, the brand is known for using simple packaging, and for spending zero money on commercial advertising.

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Tour operators listen attentively to a Kiehl’s associate’s introduction

Many attending tour operators found the presentation informative and expressed intention to bring their tour groups to the store for shopping in the future. Ms. Julie Huang from CNC Travel was beaming as the night drew to a close not only because of the helpful information she learned about the brand, but also because of the gifts she won by answering quiz questions.

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Tour operators raise hands to answer quiz questions

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Ms. Kimberly Robertson poses with the winner of the raffle

 

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Ms. Li Li, Publisher of Shang and Ms. Kimberly Robertson pose with gift winners

 

About Shang Magazine:

Shang is a NYC-based leading fashion and lifestyle magazine. As an upscale Chinese fashion magazine in the USA, Shang is a bi-monthly publication that mainly targets affluent tourists from Mainland China, Hong Kong, and Taiwan, as well as Chinese-speaking consumers residing within the U.S.  Besides its online edition, Shang is currently available in print in New York, Los Angeles, Las Vegas, and San Francisco.