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"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.
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