Kiehl's Debuts The Derek Zoolander Center for People Who Don't Age Good

Zoolander 2 promo touts anti-aging products

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

"What is this? A center for ants?" No, it's a new brand activation from Kiehl's. The Derek Zoolander Center for People Who Don't Age Good, opening in New York's West Village today, is the latest in a slew of promotional efforts for Zoolander 2, which hits theaters on Thursday.

The center, a not-so-subtle nod to the first film's Derek Zoolander Center for Kids Who Can't Read Good, "allowed us the opportunity to marry our expertise, creative spirit and a true pop culture reference," said Chris Salgardo, president of Kiehl's U.S.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in