Kiehl’s x CHANGE – CSR Advocacy Campaign on Plastic Waste Reduction

Campaign Overview
Vietnam generates approximately 1.8 million tons of plastic waste annually, ranking it among the top plastic polluters in the region. In 2019, Kiehl’s Vietnam partnered with CHANGE, a local environmental NGO, to launch a Corporate Social Responsibility (CSR) campaign aimed at raising public awareness about the environmental impact of plastic consumption. The initiative aligned with Kiehl’s long-term commitment to sustainability and its global advocacy for a better, cleaner planet.

My Approach
I led the PR planning and execution, combining brand purpose with community engagement through a dynamic mix of product-driven storytelling and advocacy-based messaging. The goal was to connect consumers emotionally with the enviro nmental cause while reinforcing Kiehl’s identity as a socially responsible skincare brand.

The campaign strategy focused on three main pillars:

Product-Driven Contribution:
Introduced a limited-edition Rare Earth mask, where 100% of profits from sales were donated to CHANGE Vietnam. The product became both a symbol of sustainable skincare and a call-to-action for eco-conscious behavior.
Multi-Channel Awareness & Engagement:
Developed a content strategy in collaboration with influencers and the NGO to amplify the campaign’s key messages. This included:
- Educational posts and eco-giveaways on social media
- Behind-the-scenes content from NGO activities funded by the campaign
- Recycled-themed packaging and in-store visuals
Interactive Launch Event & In-Store Activation:
Hosted a DIY sustainability-themed event for influencers and journalists featuring recycling workshops and hands-on environmental discussions. Guests were encouraged to bring used beauty containers to recycle on-site, reinforcing the message of reuse and conscious consumption.
Additionally, in-store recycling stations were installed across Kiehl’s outlets, offering customers a tangible way to participate in the movement.

Outcomes

The event attracted 50+ key influencers and media representatives, fostering community dialogue on sustainability
The campaign inspired hundreds of customers to engage in the recycling program and created long-term goodwill for the brand
Strengthened Kiehl’s position as a purpose-driven brand in Vietnam, successfully merging environmental advocacy with brand loyalty