Kiehl’s in Cebu launch the ‘future’

MARYMIL M. CABRERA / Writer and photographer

DEDICATED to providing the most efficacious and personalized skincare solutions since 1851, Kiehl’s reopened its store in Ayala Center Cebu and unveiled its first “Store of the Future” in the Visayas in a summer-themed event last April 27. Media guests and members of the Kiehl’s Rewards program were invited to learn about the importance of having a summerspecific routine, before they were taken through the new elements and improved store design.

Kiehl’s new space brought its “apothecary with a modern twist” in the metro. Beakers, test tubes and more items, celebrate Kiehl’s pharmacy traditions and original handmade formulations. True to its East Village roots, a New York attitude is seen through eclectic design elements like neon lighting, wall murals, graffiti and exposed brick walls.

“The ‘Store of the Future’ concept elevates the experience of our customers. With this, we create a space inviting enough for skincare newbies to be able to explore but reassuring enough for junkies to have a deep dive on their skin type concerns and the ingredients that best answer their needs.” said Joan Hwang, senior product manager for Kiehl’s Philippines.

The new look also designed a consultation table to maximize its expert-customer interaction, facilitated by its Kiehl’s customer service representatives (KCRs) wearing a white lab coat—a continued celebration of the Kiehl’s authentic pharmacy heritage and skincare expertise. The store also highlighted its “Customer Favorites” section which showcases best-sellers from the local community, curated for customers by customers. It also featured “Mr. Bones,” a nod to Kiehl’s traditions in medicinal sciences and apothecary arts. Originally featured in the NYC flagship, founding family member Aaron Morse used “Mr. Bones” to educate customers about their own physiology.

Kiehl’s is located on the ground floor of Ayala Center Cebu’s new wing.