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An important launch for Weleda in Spring 2023 was the Firming Facial Care with organic pomegranate seed oil and peptides from organic maca root. A special facial care for 40+ skin. The goal was to clarify Weleda’s brand identity among the target audience.
With pomegranate as one of the main ingredients, and this fruit being widely used in the Israeli cuisine, The Garden Room of restaurant NENI was the perfect spot to host the launch. We welcomed 23 beauty editors from Belgium and The Netherlands from print titles, like LINDA., JAN, ELLE, Vriendin, Flair en Marie Claire. After welcoming the guests and presenting the new products, the beauty editors received a facial tapping workshop; a relaxation technique which increases blood circulation and improves lymph flow to prevent wrinkles. It gives the skin a healthy, natural glow. In short, a treat for the body, mind, and soul. The table was then filled with bowls and plates of bread, hummus, salads, and lunch could be enjoyed, after which everyone continued their day with a well-filled goodiebag in hand.
In addition to building a strong relationship between Weleda and beauty press from the Netherlands and Belgium, the event and media strategy roll out generated a reach of 13.300.000 and an EMV of €55.100.
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