Positive Luxury predictions
New report features Weleda as an inspirational case study that's influencing sustainability attitudes
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Published: 14 February 2020
This Article was Written by: Katie Hill - My Green Pod
Clean beauty pioneer Weleda has been featured in the Positive Luxury Predictions Report 2020, which spotlights initiatives that are inspiring and influencing consumer attitudes towards biodiversity and sustainability.
The new report explores the loss of biodiversity, with input from thought leaders and case studies on sustainability in the luxury industry. It asks and answers the questions: what does biodiversity mean to the future of the planet, and how can luxury remain sustainable?
Weleda’s new YOU ARE NATURE campaign is highlighted as an example of how a beauty brand can connect with the consumer to inspire change.
Weleda also features in a further three-page Q&A interview with An Driessens, Weleda’s head of global marketing, about Weleda’s new UEBT ‘Sourcing with Respect’ certification and its significance for both consumer and company.
‘There has been a huge change in public opinion. People can see the problem, particularly young people can see the problem, and that must force governments to take action. We have to realise that this is not playing games… this is an urgent problem that has to be solved.’
Needs no introduction
Creating a positive impact
Positive Luxury is the organisation behind the Butterfly Mark, which is awarded to luxury brands and businesses in recognition of their commitment to creating a positive impact on both people and planet.
Weleda was featured as an inspirational case study in its 2020 Predictions Report, Decoding the Next Decade of Change, which examines current and future consumer trends and attitudes.
Weleda’s YOU ARE NATURE campaign reminds us all of our inherent connection to nature, and celebrates that we spring from the natural world and are rooted in it, just as much as the trees in the forest.
Find your natural match
The campaign was developed to reinforce the precious link between nature and ourselves, inspiring consumers to find their natural match within the Weleda range of natural and organic skincare.
The rage is made entirely from sustainable ingredients, sourced responsibly from the natural world, as a way to reconnect with nature.
‘As a brand, Weleda wants to reconnect people with nature and celebrate that we too are nature. Those values have never been as relevant to consumers as in today’s world where we are most of the time disconnected from nature.’
Weleda’s global head of marketing
The model shots for Weleda’s campaign are consciously natural to keep imagery as authentic as possible – with no airbrushing and no ‘imperfections’ retouched.
The models’ hair is their natural hair colour, and very minimal or no makeup was used. The models featured in the YOU ARE NATURE campaign are genuine fans of the Weleda range.
Inclusive and authentic
As the report explains: ‘Weleda is taking storytelling to the next level to strengthen and advance its position through a new communications campaign designed to appeal to a fresh audience. Weleda designed YOU ARE NATURE with inclusivity and authenticity as the two guiding principles of the campaign.
‘The beauty brand reminds us of how closely connected we are with nature using very clean and understandable analogies and beautiful images, making the conscious decision to embrace an aesthetic as natural as possible, using diverse and international models, limiting the use of makeup, and actively avoiding any retouching of the imagery.’
Weleda’s YOU ARE NATURE campaign has been designed to run in eight regions around the world, across multiple channels and platforms in various formats from print to digital, with digital film and social media videos at its core.
The campaign will expand to online advertising and television, outdoor advertising, in store at point of sale, and at European trade and consumer shows such as Vivaness in Nuremberg in February and Natural & Organic Products Europe in London in April.