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Kiehl's seasonal holiday campaign

Illustration

Posted by Gavin Lucas, 11 November 2011, 16:15    Permalink    Comments (14)

Philadelphia-based illustrator Andy Rementer has created a seasonal instore campaign for cosmetics brand Kiehl's. The campaign consists of a host of drawn characters and objects - including Kiehl's products - which appear in shop window displays, on window stickers and even as cutouts placed around Kiehl's stores...

The campaign rolls out across Kiehl's stores worldwide though the images shown here were taken in and outside the brand's flagship store in New York's East Village.

"The brief from the creative team in-house at Kiehl's was essentially to bring my world of characters and color to Kiehl's," Rementer tells us. "Their roots are in the East Village of New York, which served as a subtle theme throughout the project. There's a fun mix of urban, holiday and weirdo characters throughout."

As well as featuring window treatments, in-store displays (including die-cut characters and objects) Rementer's work also adorns shopping bags, and there are even some short animations which appear in the stores.

Kiehl's has also produced a fun online app that allows visitors to the site adorn their own photographs with Rementer's illustrations - to create special emailable seasons greetings cards. Choose to adorn yours or your loved ones' faces with cartoon moustaches, hats and glasses - and add some of Rementer's Kiehl's characters to the scene too!

To create your own Kiehl's greeting card, visit kiehls.com

See more of Rementer's work at andyrementer.com

Credits:

Creative director: Maria Gustafson
Art direction: Travis Cain, Yumiko Takagi-Azam
Design/Layout: Takuna Watanabe, and JiYoung Hwang
Copy: Steve Marchione

14 Comments

This is awesome! Love the interact element.
Jennifer
2011-11-11 17:48:13

Love this fresh and modern take on Christmas
saytime @cimex
2011-11-12 15:41:00

Love the quirky style.
John Robinson
2011-11-13 19:58:55

Nice to see a fun approach adopted in an industry that often takes itself very seriously!
Packaging Design Harrogate
2011-11-13 22:27:17

I feel sick, this is awful. Taste is lacking.
Jill
2011-11-14 16:08:00

@Jill, just because it's not to your taste doesn't mean there is no taste. Aside from that to say you feel sick is a bit much.
Req
2011-11-15 16:54:01

f a b u l o u s !
jennico
2011-11-16 01:12:27

Hmm, yes it is a big step away from Kiehl's 'traditional' branding, yet some could say that is a little sombre. There's nothing wrong with doing something fun and new, is there? Isn't that what the creative sector thrives upon?
Steve
2011-11-16 08:58:03

There is nothing wrong with trying something new, your right. I'm just not sure who their target audience here is, 8 year olds ? I'm almost certain they don't have a facial routine. Correct me if i'm wrong.
Jill
2011-11-16 13:49:40

Jill haven't you seen people in their thirties still loving the stuff they loved as kids. The way ages behave change lots! Grown ups aren't afraid of being kids anymore! We love video games, Lego, cartoons, Super Nintendo, GI Joe, Swatches, Kid Robot, action figures and so on.

I remember my older cousins being in their thirties, they liked Old Spice and standing in the garage all day. Generations change. Thirty is the new thirteen!
Req
2011-11-16 17:55:30

The characters look really cheeky and fun, this immediatley grabs your attention. I completley agree with what Req says. No matter how old a person, they always have a childish side to them.
Alex
2011-11-17 13:23:57

I love it and I am a 48 year woman. And I use Kiehl's products!
Martha
2011-11-17 17:38:36

There isn't any relevance to a retro feel or anything to connect to. i guess its just not my taste!



jill
2011-11-18 08:59:00

Great campaign which shows the inspiring things to celebrate seasonal events. Nice share.
Robert Donald
2011-11-22 07:45:26

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