MAKING A BETTER FUTURE

At the roo op of Avenue K, Kiehl’s kicked off its holiday celebration with an immersive and interactive event that played up the brand’s sustainability campaign, Kiehl’s Made Be er. The year-end pa y, a ended by members of the media, influencers and business pa ners, was graced with the presence of Kiehl’s worldwide general manager Cheryl Vitali. During her speech, Vitali pointed out that Kiehl’s Made Be er is a pla orm which connects the brand’s ongoing effo s in sustainability to the aspirations of Kiehl’s customers in an authentic and differentiated way. Quoting Kiehl’s founding family member Aaron Morse, she said, “A wo hwhile firm must have a purpose for its existence. Not only the ‘everyday work-a-day’ purpose to earn a just profit, but beyond that, to improve in some way the quality of the community in which it is commi ed.” Vitali fu her revealed, “Since 1851, we have dedicated ourselves to becoming more sustainable, not just in the ingredients we put into our products, but also in the way we produce our packaging material and help our local communities. We believe that our people and planet deserve products that are ‘Made Be er.’” At the pa y, the main pillars of the campaign were brought to life through various interactive naturethemed exhibits and activities. Guests were able to see the brand’s signature ingredients up close, including Lavender, Succulents, Calendula and Avocado, presented in special displays. Through an immersive

LED tunnel, guests were transpo ed to various locations around the world such as Italy and Brazil, where Kiehl’s sources its iconic ingredients Squalane and Amazonian White Clay for its Ultra Facial and Rare Ea h collections, respectively. To show its continued suppo to its standing pa ner EcoKnights, an environmental organisation that suppo s all national and international environmental programmes with the emphasis of promoting sustainable development amongst industry players and communities, Kiehl’s invited all the guests to pledge their suppo for a sustainable future via an interactive online installation. For every pledge made, the company donated RM10 to suppo EcoKnights in its 2020 environmental effo s for a greener Malaysia.