Special Edition: Baby and Toddler Skin Care

'Reaching mums-to-be': Weleda to run global 2021 baby care campaign

By Kacey Culliney

- Last updated on GMT

Weleda is focusing on its top-selling natural calendula baby care range for the campaign, starting in the UK in January 2021 (Image: Weleda UK)
Weleda is focusing on its top-selling natural calendula baby care range for the campaign, starting in the UK in January 2021 (Image: Weleda UK)

Related tags Weleda Baby care Baby care products Natural skin care Organic skin care natural beauty

Natural beauty specialist Weleda will kickstart a worldwide campaign to drive uptake of its top-selling calendula baby care range, targeting expectant mothers and new parents.

Running as part of the Swiss-headquartered centenary celebrations, the baby care campaign will feature the company’s first ever TV advertising, a digital campaign, trial-sized sampling, a travel pack launch and several collaborative partnerships.

UK baby care campaign to reach 'all pregnant mums and new parents'

The baby care campaign would start in the UK with a €1.1m (£1m) investment, running from January 2021 through to September 2021. A similar campaign would run across Europe and other world markets.

Weleda said its UK TV commercial, set to run on primetime television in January and February and across digital and social media channels thereafter, had been designed to reach “all pregnant mums and new parents in the UK”. ​The aim, Weleda said, was to communicate the benefits of natural baby care, along with Weleda’s reputation and quality. Accompanying digital campaign efforts would see the company partner with the UK’s largest ‘mum community’ Emma’s Diary, and Mother & Baby’s online platform, to reach an additional 8+ million parents.

Weleda would also distribute a trio of trial-sized samples to 100,000 expectant families across the UK containing its top selling products: Calendula nappy change cream, Calendula shampoo and body wash and Weleda Skin Food cream, for parents’ hands.

Baby care campaign an ‘unprecedented investment’ for Weleda

“This is an unprecedented investment for Weleda, which reflects the growing consumer demand for gentle, sustainable skin care, and the fact that pregnancy is a key entry point for consumers switching to natural and organic products,”​ said Helen Yeardsley, head of brand and communications at Weleda UK.

Weleda's Baby Care campaign targets new parents and expectant families (Image: Weleda UK)
Weleda's Baby Care campaign targets new parents and expectant families (Image: Weleda UK)

"There’s a high propensity for switching to natural skin care during pregnancy, so the key opportunity lies in reaching mums-to-be as early in their pregnancy journey as possible – through targeted sampling, clear education on ingredients and benefits, and influential review and recommendation - to build trust and loyalty,"​ Yeardsley told CosmeticsDesign-Europe. 

She said that whilst Weleda was “less well known”​ in the competitive UK baby care market, it had a very loyal consumer base that would hopefully widen with this awareness campaign.

“...Our award-winning Weleda baby range, made with our own biodynamic calendula, is one of our most popular ranges – contributing 25% of our UK business. So, it is very fitting that we showcase its natural, healing ingredients to kickstart our centenary celebrations,” ​she said.

Jayn Sterland, MD of Weleda UK, previously told CosmeticsDesign-Europe that the overall goal of Weleda’s 100-year anniversary celebrations was to spotlight its biodynamic farming and planetary diversity principles​. “For our 100th​ anniversary, it’s going to be about describing the Weleda way in a relevant, modern way, and in a way that we can hopefully inspire others to follow and work much more in collaboration right across the beauty industry,” ​Sterland said.

Baby care travel pack launch and midwife collaborations

Within its European baby care campaign, Weleda would also launch a Calendula ‘Baby Essentials’ travel pack in the UK next year, featuring 30ml tubes of its nappy change cream and shampoo and body wash – “the perfect size for baby changing bags”, ​it said.​ The new duo pack would be available in UK retailers nationwide.

The company also teamed up with midwife education resource All4Maternity to raise awareness of the benefits its baby care range could offer, with a recent midwifery survey resulting in a ‘recommended by midwives’ endorsement across its entire Calendula baby care campaign.

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