If this podcast could carry a scent, this episode would smell intensely of calendula, rosemary, pomegranate, or birch leaves. Our guest is Lars Zirpins, the Head of Brand at Weleda, Germany's oldest natural cosmetics brand. Founded over 100 years ago by Rudolf Steiner and named after a Germanic seeress, the company has a rich history but has recently faced challenging times. Last year, revenue declined, and the company, which employs 2,500 people, reported a loss in the millions.
This is because other companies have entered the natural cosmetics and sustainability market. While perhaps not as consistent, they are often more affordable than Weleda, which continues to cultivate its own herbs and active ingredients according to biodynamic principles.
How does one catapult an aging natural cosmetics brand into the bathrooms and handbags of younger target groups? What steps can a sustainable brand take after losing its unique selling proposition? We discuss this with Lars Zirpins, who moved from the Beiersdorf Group to this anthroposophical brand identified by the Staff of Asclepius logo. Naturally, it is impossible to discuss all of this without also addressing the relegation of the football club HSV, eurythmy, and Zirpins' personal skincare routine. An episode as refreshing as an ice-cold cream shower in the morning!