Weleda to rebrand in 2018, announces first ever beauty and lifestyle campaign for North America

By

Cassidy Mantor

Published
Feb 23, 2018

Weleda has launched its first North American lifestyle and beauty campaign as part of a rebranding strategy for 2018. Live Your Inner Nature uses eight influencers to tell the revitalized brand story of inclusivity.

The hundred-year-old brand announced a new campaign focusing on making natural and plant-based beauty accessible as part of its new rebranding strategy.

"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... healthiest, most balanced and connected self," said Robert Keen, CEO and General Manager of Weleda NA.

The campaign rolls out through a series of Inner Nature vignettes featuring influencers from sport, makeup, healthy living and lifestyle. Influencers include soccer player Shanna Farrar Adderley, clean beauty professional Deanne Zirker, and personal trainer and blogger Jessica Hughes.

Yoga teacher and body positivity activist Jessamyn Stanley is featured on the campaign's landing page in an image conveying her unity with nature and tying in with the campaign's overall message. She says, "Nature is all that we are and it's all that we have."

In addition to the Inner Nature campaign, Weleda is revitalizing its product assortment and branding in 2018. Consumer-facing changes include new packaging, a new website, new retail brand collateral, and new consumer education assets online.

New product launches, a digital media campaign and multi-city experiential activations in partnership with Wanderlust will support the modernization of the brand, which was founded in 1921.