The Case

WELEDA partnered with awesome. and DPG Media to create a video series that cut through greenwashing claims with authentic content. The campaign not only boosted brand metrics but won the Native Advertising Award for Best Series of Sponsored Videos.

The Challenge

WELEDA needed to position their Skin Food line as the authentic green skincare solution for the “light-green female consumer” – women aware of sustainability but not fully committed to eco-friendly products. 

The Insight

Flair, one of DPG’s many brands, was the perfect match for this target audience that relies heavily on peer and influencer recommendations. Rather than traditional advertising, we leveraged branded content with Gwen van Poorten – a Flair columnist with genuine light-green credentials – as our authentic voice.

The Campaign

“Natural Beauty Secret or Skincare Scam?” became our winning format. Gwen tested viral TikTok beauty hacks (including bizarre DIY treatments like peanut butter face masks) against WELEDA’s 100% natural Skin Food products. The content balanced humor with honest assessment, delivering a clear message about choosing truly natural skincare.

The Results

The campaign distinguished WELEDA in a market flooded with greenwashing claims. Beyond significant improvements in brand image and slogan recognition, the series strengthened WELEDA’s sustainability credibility. Most importantly, it delivered measurable sales growth and expanded brand awareness among the target audience.