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Communicating What Comes Naturally

By: Alexandra Voigt
Posted: April 30, 2009, from the May 2009 issue of GCI Magazine.
Mareike von Postel

Mareike von Postel, Marketing Manager, Weleda North America

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Evidence of this is found in the fact that the company’s logo and philosophy—“In harmony with nature and the human being”—have not changed since inception. Von Postel notes, “We’ve tried to communicate cultivating beauty as part of our message since 1921; it’s an important fact. We also take into consideration consumers’ needs to grow, and are constantly working to remain relevant in their lives.”

Weleda’s most recent effort to maintain relevance while moving the message forward in the North American market combines digital and social mediums with experiential methods. “We re-launched our Web site in April to include e-mail, blogs and banner ads to continue to drive consumers to our site and educate them on what Weleda does,” says von Postel. “We will also do some experiential and guerilla marketing to get consumers to try our products. Once people try them, the more sampling initiatives we do, they become hooked. It’s helpful for us to get the consumer to try the product.”

Additional challenges for von Postel include making Weleda stand out among the current flood of natural and organic products in the U.S. marketplace. “We were around before natural and organic were trendy, and we want to be around after,” she says. “It’s not about jumping on the wave, it’s about evolving. We will continue to maintain a universal message.” Weleda is also currently working to expand its mass retail presence by now selling products at Target.

“Whole Foods was our first mass natural food chain, Walgreens was our first mass-market account and now Weleda is available at Target,” says von Postel. “We’re focusing on updating our packaging to communicate the natural and organic nature of our products in addition to educating Target on expanding its presence in the natural care market.”