The Brand

Weleda, a brand with over 90 years of heritage and a loyal UK customer base in the ‘purist’ organic health sector.

The Problem

Stagnant growth, untapped commercial potential and lack of buzz associated with the brand.

The Brief

Increase sales by shaking off Weleda’s lacklustre image and making it more attractive to a wider audience of ‘cool’ consumers – the ‘fusionists’ – without alienating the core customer.

The Solution

In the first six months of Wizard’s bespoke PR strategy, Wizard:

• boosted Weleda’s visibility and profile on the national consumer titles’ beauty pages;
• leveraged Wizard’s strong media relationships to secure coveted editorial placement, positioning the brand alongside key premium competitors, thereby propelling the media makeover Weleda desired;

• catapulted Weleda into a cult ‘must-have’ brand for fashion and beauty aficionados alike by ‘seeding’ the product into the hands of key celebrities and influencers. For example, Wizard gained a fabulous buzz around Weleda’s sponsorship of Erin O’Connor’s Model Sanctuary at London Fashion Week;
• reinforced Weleda’s expertise, brand integrity and core DNA, organising a press trip to the Flagship Spa in Paris, which secured more column inches through in-depth feature placements.

The Transformation

Wizard’s specialist approach generated new excitement and interest in the brand, winning it numerous industry awards and accolades. The beauty directors of Elle, Cosmopolitan, Harpers Bazaar and Grazia now readily volunteer to endorse Weleda.

Two years later and unaided by advertising or big launch budgets, Wizard’s proactive and integrated PR Campaign continues to yield Weleda that ‘star’ quality. The brand now enjoys countless celebrity, model and press brand ambassadors, increased sales and opportunities to expand.