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Weleda — Skin Food
How we repositioned Weleda's best-seller "Skin Food" with a holistic communication campaign specifically targeting millennials.
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The challenge
Despite being the world’s leading manufacturer of certified natural and organic cosmetics, Weleda is often not on the radar of younger consumers. With little news around innovation, the job was to refresh the product position with an emotional communication idea that activates elusive, young target group.
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Our story
Beauty-Enthusiast are hard to reach and even harder to impress. Our idea was to reframe Skin Food as a Superfood — for our skin. With this powerful analogy, we tapped into the lifestyle of millennials and created a story that provides compelling and engaging content.
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The Result
The campaign dramatically rejuvenated Weleda, with unparalleled success in business growth and engagement:
+50% brand growth was driven by Skin Food
+66% new consumers introduced to Weleda franchise
+55.000 more search volume
Recognized with 7+ top beauty awards
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Profit from strong strategy and creative effectiveness.
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