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Weleda Puts Muscle Behind Its Natural Positioning

Weleda North American is launching its first campaign to honor its nearly 100 years of producing products that are free of toxic chemicals.

As brands scramble to establish a better-for-you positioning, Weleda North America, a venerable name in the natural business, is launching its first beauty and lifestyle campaign. Called Live Your Inner Nature, the company teamed with several lifestyle, beauty and fitness experts to unveil a video campaign with a theme to bring people back to nature.

There is a lot at stake in the natural beauty care business where the U.S. remains an unregulated market making the definition cloudy. However, consumers are clamoring for lines free of caustic ingredients. In fact, Jordan Rost, vice president of consumer insights at Nielsen, said products with natural claims represented 3.1 percent of the U.S. personal care market last year. Layering on that, Kline Group said natural moved from niche to mainstream in 2017, chalking up a sales increase of 9 percent in the U.S. — more than double the expansion of conventional cosmetics and toiletries.

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Weleda’s campaign reinforces the brand’s heritage in plant-rich products that are validated by Natrue, Europe’s leading natural certifier.  Weleda’s lineup features hand-selected, plant- rich elements such as Calendula and regenerating pomegranate.  Influencers handpicked to share their confidence in Weleda products include yoga teachers, green beauty celebrity makeup artists and personal trainers. The video segments, linked to the company’s website and social media platforms, feature each discussing what finding inner nature means to them, and why it’s important in helping bring balance and harmony to their lives.

Weleda Spreads Its Natural Message
Weleda’s new hand cream.

“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,” said Robert Keen, chief executive officer and general manager of Weleda North America.

In addition to the beauty and lifestyle influencer campaign, Weleda North America will unveil a full brand refresh in 2018, consisting of new packaging to highlight product benefits and plant-rich properties, a new website, brand education at store level and online, a new digital media ad campaign and launches across skin and body care, including a Soothing Hand Cream. Weleda is sold in the U.S. in chains such as Whole Foods and Target, along with specialty natural retailers.