Beauty secret or optical illusion?

Position Skin Food as the authentic green product for the “moderately eco-conscious female consumer.” This consumer is aware of sustainability and willing to make compromises, but is not yet a hardcore eco-conscious consumer.

Flair, one of DPG’s many brands, was a perfect fit for this target audience, which relies heavily on recommendations from peers and influencers. Instead of traditional ads, we used branded content, featuring Gwen van Poorten—a Flair columnist with genuine eco-friendly credentials—as an authentic voice.

“Beauty Secret or Optical Illusion?” became our winning format. Gwen tested viral TikTok hacks (such as peanut butter masks) against WELEDA’s 100% natural Skin Food. The result: an honest, humorous review that was convincing, with a clear preference for genuine, natural WELEDA skincare.

The campaign set WELEDA apart in a market flooded with greenwashing claims. In addition to significant improvements in brand image and slogan recognition, the campaign reinforced WELEDA’s credibility in the area of sustainability.

More importantly, the campaign generated measurable revenue growth and increased brand awareness among the target audience.