COVER STORY
Body of Evidence New Skin Food SKU and Formulas Lift Weleda’s Body Care Offer by Elisabeth King
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ody care has been one of the main beneficiaries of the global self-care trend as more consumers turned to top-totoe wellness routines to relieve stress and anxiety during the Covid-19 pandemic. Functional ingredients that increase feelings of wellbeing and sustainability concerns have also fuelled the body care market over the past two years, notably in Europe where sales of body care products rose 3.5 per cent in 2021 to US$5.6 billion, reports GlobalData. Few other brands are better placed to meet the demands of today’s eco-conscious consumers for premium body products made with 100 per cent natural ingredients from renewable sources than Weleda. When it comes to body care, customers are also looking for results, says Charmaine Pichler, Head of Marketing for Weleda Australia. “Brands like Weleda with the highest environmental credentials that also deliver efficacy are poised for even greater success in today’s marketplace”.
NEW ECO PACKAGING/ MEETING TODAY’S CONSUMER DEMANDS Weleda’s latest range of six new and reformulated body lotions not only glamourise basic body care, they deliver the highest represented claim in the category - moisturising - as well as revitalising, regenerating and wellbeing benefits. Consumers are also demanding that packaging should reflect their environmental principles. The bottles for the new body lotions are made of 97 per cent rPET (excluding lid and label) and recyclable. Weleda is also on track to increase the proportion of recycled material in its primary glass, aluminium and plastic packaging to at least 65 per cent by the end of 2022. 10| RETAIL BEAUTY WINTER 2022
We’ve had body lotions for a long time, says Pichler. “The latest formulations answer the questions consumers are asking - Is it easy to apply? Is it fast-absorbing? and Is the fragrance right? Long lasting hydration is the most dominant benefit across the range”. Skin Food is Weleda’s most popular franchise and one Skin Food product is sold somewhere in the world every five seconds. “In 2019, we launched Skin Food Body Butter and it has been hugely successful. We also reduced our environmental impact upgrading the packaging to a recycled and recyclable glass jar with an outer box made from 85 per cent recycled cardboard and for a more prestige or premium look. Earlier this year, Weleda Skin Food Body Butter won a prestigious Elle magazine International Award for Best Green Skincare”. We could see an opportunity for Skin Food Body Lotion to become a hero product in our new body care range, adds Pichler. “It has the signature Skin Food fragrance based on sweet orange, lavender and vanilla notes and is deeply nourishing for dry and very dry skin. A great everyday product, Skin Food Body Lotion is easy to apply, absorbs quickly and delivers instant hydration.
COVERING ALL BASES/ SOURCING WITH RESPECT Containing one whole lemon per bottle, Refreshing Body Lotion provides added express moisture that lasts for 24 hours, says Pichler. “Anyone looking for intense hydration has the choice of Revitalising Lotion with omega rich Sea Buckthorn, which hydrates dry skin for up to 48 hours. Harmonising Body Lotion - Wild Rose has major aromatherapy benefits with scents of geranium and damask rose and pampers the skin with organic rosehip oil and shea butter”.
