Kiehl's Channels 'Zoolander' with Anti-Aging Pop-up - Event Marketer

Kiehl’s Channels ‘Zoolander’ with Anti-Aging Pop-up

2016 Ex_EX_PopUp_Kiehls
Brand: KIEHL'S
Agency: NIGHT AGENCY
Awards: EX AWARDS — BEST POP-UP STORE
Year: 2016

Cosmetics retailer Kiehl’s partnered with the movie “Zoolander 2” to create the Derek Zoolander Center for People Who Don’t Age Good, a pop-up located in New York City’s Meatpacking District that spoofed eccentric male model character Derek Zoolander’s Center for Kids Who Don’t Read Good, featured in the first film. Called the DZCFPWDAG for short (naturally) the four-day pop-up made for a “catwalk” of impressions on social media and though sales weren’t the driving force behind the experience, resulted in thousands of dollars of the beauty brand’s anti-aging product line sold. Ridiculously good-looking results.

Male models guided visitors to the pop-up housed in a converted bank building through a six-and-a-half step process to help people who “don’t age good.” A welcome desk invited guests to test their youthfulness by stepping on the “age good” or “age not good” scale, where they were informed of their “oldness.” A heavy spritz of Kiehl’s Refreshing Mist product in a decontamination chamber detoxified guests of their old age, while a sense and scents-ability engagement tested attendees’ sense of smell, asking them to distinguish between old age and the pleasant scent of youth, such as Kiehl’s Midnight Recovery Concentrate. Next, standing next to mannequins in age-appropriate outfits, guests determined their PTNR, or pants-to-nipple ratio, as they gauged their youthfulness based on their waistline height. (Hint: the lower the better.)

Additional activations touched on moisturizing, meditation and a fountain of youth selfie station where consumers no doubt practiced their best Zoolander “Blue Steel” expressions.

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