Kiehl's and Radio Love Everyone
You skin is your largest organ and you’ve got to take care of it. Skincare is more than just soaps and creams, maintaining a healthy dermis means understanding how your skin reacts to the world around it and how it’s different from everyone else’s. Kiehl’s has made it their crusade to solve local problems with local assets, making products that are as natural as possible tuned to the people who are using them. They’ve created bundles of products based on localities in their “Kiehl’s Loves…” series, and they’ve asked Radio to help them spread the word for them. These illustrations are about a brand loving a place, but also about how the residents can trust Kiehl’s to understand their needs. It was up to Radio to prove it visually.
Kiehl’s is very much a New York City brand, starting in the East Village at an apothecary in 1851, and that part of their DNA will never go away. Radio brought that deep New York City identity into each of the illustrations. In the illustration for “Kiehl’s Loves Tokyo” Radio combined imagery of the Tokyo Tower, Mount Fuji, cherry blossoms, and chopsticks with pizza and the Brooklyn Bridge. “Kiehl’s Loves Madrid” shows off the Monument to Alfonso XII at Buen Retiro Park, a bull, and a bottle of Spanish Rioja with a NYC pretzel and the Chrysler Building. In both drawings the Statue of Liberty stands holding her book that now has a Kiehl’s logo, reminding us where the brand found its provenance.
Kiehl's initiative is hitting cities all over the world. Look out for them when they come to you.