How this cult product is set to become even more famous…
Slathered on by Victoria Beckham, Rosie Huntington-Whitely and Rihanna, Weleda Skin Food has become a must-have thanks to its simple and effective formulation.
Having featured in the brand’s first foray into publishing ‘Natural Wellness Everyday’, the iconic green bottle will now make its silver screen debut in a new multi-platform marketing campaign.
Running through September to October, the brand’s first-ever TV commercial uses CGI to educate consumers on the product’s organic ingredients. From healing wild pansy to nourishing sweet almonds, the advert will highlight the efficacious formulation in a modern and uncharted way.
Weleda UK’s head of brand Helen Yeardsley commented: “We are proud to be able to bring our iconic and much-loved Weleda Skin Food to screens this autumn, for the very first time, with such a powerful commercial. It’s an exciting opportunity for all our stockists to get involved. We can’t wait to see our hero range flourish!”
Capturing an audience of around 8 million people, the 6-week TV advertising campaign will be supplemented by a £1m marketing campaign that encompasses digital, print and social media.
Designed to ‘sprinkle a little Skin Food magic on social media’, an Instagram filter will allow consumers, influencers and makeup artists learn about the effectiveness of Skin Food with a swipe of their phone screen.
It’s not all media spend, the B-Corp brand is also sending out 100,000 sample Skin Food packs to consumers from across the UK. This is part of a wider research programme which began with a collaboration between the brand and media title Marie Claire.
The sampling survey found:
- 96.5% confirmed they have already recommended or would recommend Skin Food to a friend
- 97.1% agreed that Weleda Skin Food intensely nourished their dry skin
- 64.1% were either extremely likely or very likely to repurchase the product in the next 6 months
Weleda is also organising a range of activities to support London Fashion Week and British Beauty Week.
It doesn’t stop there, the brand is also organising a ‘Weleda Skin Food Piazza Pop-up’ from the 8th to the 10th September. If you are in the Covent Garden area, keep an eye out for a Weleda-fied horsebox to get your hands on free Skin Food.
Throughout London Fashion Week, Weleda will be sponsoring The Model Zone. The brand will play a pivotal role in providing a sanctuary for models in between castings, fittings, photoshoots and shows for the thirteenth year in a row.