Brand relaunch for DR. SCHELLER
When DR. SCHELLER cosmetics approached us for a comprehensive brand relaunch, we initiated an interim campaign entitled Naturwunder. This aimed to reach out to women and place the spotlight on natural femininity.
While encouraging Dr. Scheller to adopt a new approach to customer communications, the Naturwunder campaign deviated from the sector’s usual presentation of unattainable beauty ideals by telling women, you are wonderful just as you are! The campaign was aimed at modern women living aware lifestyles who attach value to natural ingredients. This aesthetically life-affirming message was up-to-the-minute and honest while eschewing clichés. To realise the relaunch, we turned to ordinary people living life on their own terms and feeling comfortable in their own skin. Alexa von Heyden, Kera Till, Nathalie Schaller and Claudia Weingarte were the protagonists for the first stage of the national advertising drive, which was backed up by an accompanying social media campaign and corresponding PR activities. For more than 25 years, Dr. Scheller has been synonymous with innovative natural cosmetics that really work. Following acquisition by the BCG Baden-Baden Cosmetics Group, Dr. Scheller found itself part of a new team, with WERBEWELT overseeing the branch relaunch. We offered Dr. Scheller the full range of support and advice, from strategic realignment, packaging and creative campaign development to the maintenance of a social media presence.