Simone Massoni’s Playful Lens on the Kiehl’s Loves Campaign

Luxury and Retail IllustrationIllustrationSimone Massoni
Written By Dutch Uncle

A Campaign Seen Around the World

Simone Massoni shaped the look of the wide-reaching Kiehl’s Loves campaign with a set of illustrations that appeared on Limited Edition packaging across global travel hubs.

The London edition was first spotted at Stansted Airport, where the bright, compact artwork stood out among the usual shelf patterns.

Simone, based in Florence, produced designs for more than sixty cities and territories, each one carrying its own landmarks and small cues filtered through his steady, graphic hand. The scale of the project turned a travel-retail campaign into something closer to a guided tour.

LOS ANGELES

Events, Airports, and Pizza Boxes

Italy marked the launch with an influencer event built around pizza boxes printed with Simone’s artwork.

Guests received slices, boxes, and signatures from Simone himself. The campaign then moved into Asia Pacific travel retail. Kiehl’s placed regional celebrities at the front as the work appeared in Hainan, Bangkok, Jeju, Seoul, Beijing, Shanghai, Hong Kong, Macau, and Taiwan.

The route made the illustrations feel like a set of stamps collected across long-haul flights.

ITALY

Illustrations of the different cities

London and the Wider Rollout

London and Argentina followed as part of the wider release. The London pack showed the familiar mix of red buses, landmarks, and steady lines that Simone handles with ease. Each design held a sense of local rhythm without slipping into cliché. The approach stayed simple. A city, an image, and the sense that your skincare arrived with a boarding pass.

LONDON

A Brand With Its Own Pace

Kiehl’s began as a Manhattan pharmacy and later became part of the L’Oréal Group. The company now operates hundreds of stores worldwide and keeps its visual language plain. The Kiehl’s Loves series played with that restraint by bringing in illustrators who could set a friendly tone without drifting into noise. Simone kept the balance firm. He gave each city a scene with a wink, proving that a bottle can travel farther than many people do in a year.

Further Reading

https://www.dutchuncle.co.uk/blog/simone-massoni-kiehls-loves-london

Dutch Uncle

Dutch Uncle is an award-winning international illustration and animation agency founded in 2006 by Helen Cowley. With offices in London, New York, and Tokyo, we operate across every major timezone, connecting the world's most ambitious brands with exceptional global creative talent.

Over nearly two decades, Dutch Uncle have built one of the most decorated artist rosters in the industry. Our artists have produced Gold Clio and Cannes Lions award-winning work for clients spanning fashion, luxury, fintech, tech, healthcare, and publishing. We have collaborated on prestige illustration and animation projects for global leaders, including Hermès, Burberry, Chanel, Louis Vuitton, and Rimowa, as well as Apple, Google, Mercedes, Netflix, Pfizer, AstraZeneca, The New York Times.

We represent illustrators and animation directors who lead their fields in conceptual thinking, visual intelligence, and craft. Artists whose work cuts through algorithmic sameness to deliver genuine cultural impact.

Beyond our core roster, we also draw on an international network of talent across five continents to meet the scale and complexity of any brief.

Dutch Uncle operates as a full-service creative production partner, managing everything from artist sourcing and briefing through to licensing, copyright, animation production, and final delivery.

We specialise in complex, multi-market projects that demand creative precision and seamless execution. Whether that is a single editorial commission, a suite of high-impact social media assets, or a global animated campaign.

For nearly twenty years, the world's leading agencies, publishers, cultural institutions, and brands have trusted us to bring their most ambitious work to life.

https://www.dutchuncle.co.uk
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