Natural skin care maker Weleda begins full brand turnaround

22-Feb-2018 - Last updated on 22-Feb-2018 at 17:58 GMT

After decades of relying heavily on word-of-mouth here in the US and globally, the natural skin care brand has created its first-ever beauty and lifestyle campaign for the region. And that’s just step one of this year’s complete Weleda brand refresh.

Over the course of the year, Weleda will be introducing new products, new packaging, new content, new retail concepts, new brand messaging, and more.

“We want to positively disrupt the notion that natural products are only for a specific type of person, and inspire a movement that helps others find their own inner nature – their healthiest, most balanced and connected self,” Robert Keen, CEO and general manager of Weleda NA, tells the press. “We know that this is a journey, and Weleda is dedicated to being there through every step of the way – to help connect bodies, senses and spirits with nature.”

Brand campaign

Weleda began in Switzerland in 1921 and has been on the US market since 1931. The company is well-known for its vast portfolio of certified natural and organic personal care products is categories, including skin care, hair care, oral care, and baby care. Perhaps the brand’s most revered product in the beauty space is the face and body cream known as Weleda Skin Food.

The company’s new beauty and lifestyle campaign is titled Live Your Inner Nature and has been crafted to “to inspire a movement that brings people back to nature – encouraging the idea that the essence of nature helps balance all of us in harmony…mind, body and soul,” according to today’s media release.

Weleda is working with a select group of spokeswomen / influencers on an Inner Nature Rituals series of content. The ladies involved in the campaign thus far are: yoga teacher and body positive activist Jessamyn Stanley; the founder of New Hollywood, actor Brianna Brown; green beauty celebrity makeup artist Katey Denno; the founder of 360FIT, soccer player Shanna Farrar Adderley; makeup artist Christina Vega; founder of BareBeauty.com Jessica Morse; personal trainer and healthy living blogger Jessica Hughes; and clean beauty pro Deanne Zirker.

Brand refresh

This year Weleda is rededicating itself to spreading the message that “anyone can live a more natural, mindful lifestyle.”

And the initiative goes well beyond the Live Your Inner Nature campaign. According to the company’s media release, new packaging is on its way for the North American market. The packaging will feature consumer education about product benefits and the properties of plants.

Weleda is launching a new lifestyle website for its North American consumers. There will be more brand education at retail, both in stores and online. Also, in partnership with the yoga and music festival brand Wanderlust, there will be a regional Weleda tour.

Weleda is launching new skin care and body care products this year too. And, while the company hasn’t yet released any specifics about the new products, it’s not likely that Weleda will stray from the sourcing and formulation strategies that have gotten the brand to where it is today.

The company’s skin care, body care, hair care, baby, and oral care products are all certified natural by NATRUE. And, as the release notes, “Weleda has been committed to protecting Mother Nature since we began. As a trusted European natural brand, we purposely grow our ingredients in fair-trade partnerships with biodynamic gardeners and farmers who go beyond traditional practices to give us the best of the earth.”

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.