“Ecologically minded senior woman with an older circle of friends is looking for competent company for a new start together!” - This is how the personal ad could have sounded, with which the natural cosmetics brand Weleda was looking for a new woman at its side or at their head a good year ago.
The task was taken over by Tina Müller - one of Germany's best-known managers, who previously held the marketing reins at Henkel, Opel and Douglas. Under Müller's aegis, Weleda underwent a radical rejuvenation, opened its first online store in Germany, refreshed its packaging and CI and gave itself the self-confident claim “Swiss Natural Science”.
Now that Müller's first year at the side of the eco-brand is over, it's time to take stock of the relationship. We wanted to know from Tina Müller why the Weleda brand is suddenly emphasizing its Swiss roots, what it has to thank Kilian Mbappé for, why it emphasizes innovation and premium instead of sustainability and eco, and what the deadly sin is that Weleda must avoid at all costs.