Weleda: Inner Nature

Weleda, a beauty brand, increased sales in the US by launching documentary-style influencer interviews that showed consumers the importance of natural beauty products.

Campaign Purpose

Weleda is a leading European Natural Beauty brand that is virtually unknown in the US. While the Natural Beauty Category was growing double digits, Weleda sales were in decline as they were losing share to bigger competitors' investment spending to capture leadership positions in the expanding category.

Weleda was completely outgunned when it came to media spend. Aveeno (J&J) spent just shy of $100 million in ad spend in 2016 and 2017 and Burt's Bees (Clorox) spent just under $30 million. Weleda's media spend did not even show up in the competitive tracking tools but was actually at...

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