Global: Kiehl's and Zoolander partnership promises pop-up aging centre

Beauty brand Kiehl's has teamed up with new movie Zoolander 2 to create The Derek Zoolander Centre for People Who Don't Age Good in New York.

The centre will allow New Yorkers to become ridiculously good looking, like Derek Zoolander
The centre will allow New Yorkers to become ridiculously good looking, like Derek Zoolander

A play on the model’s original Centre for Kids Who Can't Read Good, the experience will open in New York City’s Meatpacking District today (9 February). It will be open to consumers for five days.

The site, located on the corner between 14th Street and 8th Avenue, was chosen 'because this neighborhood has one of NYC’s largest populations of ridiculously good looking people'.

The public will be invited to try out Derek Zoolander’s 6.5 step programme for 'youthification', featuring the beauty brand’s limited edition Zoolander products, such as the 'Blue Kiehl' men's collection.

Cheryl Vitali, general manager of Kiehl’s Worldwide, said: "We are thrilled to partner with Derek in the release of his latest film Zoolander No. 2. A longtime friend of Kiehl’s, Derek has always expressed a great passion for having ridiculously good-looking skin.

"It was a natural fit for Kiehl’s to collaborate with him in launching The Derek Zoolander Centre for People Who Don’t Age Good."

The cast of Zoolander broke the Guinness World Record for the longest selfie stick in London last week.

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