Pioneering green beauty brand Weleda introduced a totally natural, replenishing cream in 1926 that is still going strong. Skin Food is the beauty essential our grandmothers kept on their dressing-tables long before anti-peptides were even dreamt off, when soap-and-water was the only way to remove make-up and a nourishing skin repair was needed at the end of the day.
Today this enriching balm helps soothe and comfort skin that’s battered by daily stresses – from poor diet to pollution. It’s our best defence against wind and weather. For decades Skin Food has been an industry beauty secret, but recently it has become a firm favourite with high-profile celebrities, and now the secret’s out! The enthusiastic fan club includes pop divas Joss Stone and Rihanna, and actresses Brooke Shields, Kerry Washington, Winona Ryder and Lili Taylor. Top models Erin O’Connor, Helena Christensen, Chandra North, Angela Lindvall, Claudia Barila and Karen Ferrari all rely on Skin Food to restore radiance.
An intensive, focused PR campaign has generated more than 90 pieces of valuable coverage for Skin Food in high profile and high circulation titles such as Vogue, Harper’s Bazaar, Red, Elle, Country Living, Zest, the Mail on Sunday, the Daily Mail, The Times Magazine, Daily Express, ES Magazine, Woman’s Own, Brand New You, Full House, Slimming World and More! not to mention regional publications and websites, reaching an audience of over 16,500,000 readers over the year.
This PR drive has been supported by a seasonal burst of consumer and trade advertising activity in key beauty journals, centred around London Fashion Week (October 2008 and February 2009) including Vogue, Harpers Bazaar, Elle, Essentials, Eve, plus health and natural lifestyle titles such as Zest, Top Santé, Natural Health & Beauty, Healthy & Organic Living, Ethical Living, Eco Lifestyle and Lifescape.
Weleda supplied Skin Food to the London Fashion Week Models’ Sanctuary at the Mayfair Hotel at the request of Erin O’Connor, who is a long-time fan of Weleda. This project was complimented by a tactical sampling initiative at catwalk shows during London Fashion Week reaching the fashionistas and beauty cognoscenti.
Over the past twelve months alone, Skin Food has developed into the fastest growing ever Weleda skincare product, is now available in over 2,000 outlets in the UK and has become a true beauty classic.
Skin Food has just been shortlisted for a UK Beauty Award in the category Classic Beauty Product of the Year, where it is up against stiff competition of major beauty manufacturers Elizabeth Arden, Yves Saint Laurent, L’Oreal, Revlon, Maybelline and Olay.
“Sales of Skin Food are up 300% since September last year when we started the promotional campaign for this product. The best thing is the strong consumer response in terms of sales out – our retailers are experiencing a very high rate of sale, which is fantastic in today’s climate,” comments Jayn Sterland, Marketing Manager, Weleda UK Ltd.
The ingredients are 100% natural (BDIH certified) and include extracts of organic chamomile, calendula and wild pansy to soothe rough skin, and revitalising rosemary to revitalize dull complexions. This deep-penetrating cream is ideal for dry patches on the face, or the body such as the elbows. It contains natural plant oils and waxes known for their richness and gentleness, and no synthetic additives.
Skin Food (rrp £6.95 75ml) is suitable for vegetarians and comes in a recyclable aluminium tube – green in more ways than one!
Top quality organic beauty needn’t cost the earth.
Interested retailers can call 0115 944 8222 for further information including trade promotions. www.weleda.co.uk
The real success story – don’t just take our word for it
“Skin Food was a new line for us in 2008 and we are very pleased with it, the display box looks good and we positioned it in a good place in the shop. We have had a good demand for the product, already selling a couple of hundred units’.”
Jamie Richards, Better Food Company, Bristol
“Skin Food sells very well. We did a promotion, but even now that has finished Skin Food is still selling well. The promotion and advertising support has definitely helped. All Weleda products are reasonably priced and no-one grumbles about the cost. The range sells well in this store and Skin Food must now be one of our best selling products – we sold nearly four times as much in 2008 as 2007.”
Fabiana Silva, Whole Foods Market, Kensington
“We have included Skin Food on our Love Lula website and in our catalogue, mentioning the celebrity status. In 2008 we sold over four times the volume compared to the previous year. We think it is value for money. Skin Food does what it says – the packaging is clean and clear as to what it is and what it’s for.”
Claire Lewis, Ellament Ltd, Chester.
Interested retailers can call 0115 944 8222 for further information including trade promotions. www.weleda.co.uk
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