Weleda is celebrating 100 years of connecting people with nature with a new AR platform and a host of campaigns.
When it launched 100 years ago, Weleda became the world’s first natural cosmetics company, pioneering organic farming methods and cultivation and setting standards for ethical business practices. Today, Weleda is the world’s No.1 producer of certified natural skincare and holistic healthcare products, supplying 50 countries across five continents. The brand’s purpose is still to be as sustainable, natural and authentic as possible, and to help reconnect people with nature.
For Weleda’s Centenary year the company is bringing the beauty and diversity of its gardens to life through an immersive, interactive and multimedia digital experience, The Open Garden; a smartphone-accessible multimedia platform.
The Open Garden platform invites the user to follow the signposts and explore the garden, experiencing everything from a worm’s eye to bee’s eye view, delving deep underground or buzzing around, discovering plants and their properties along the way. Further afield, users can explore a 360-degree view of Romanian arnica fields and Weleda gardens around the world, and hear from a global network of Weleda experts on topics ranging from biodiversity to climate, soil and sourcing. Users can surround themselves with bird song from Brazil or journey through fields of lavender in Moldova.
To discover the plant ingredients and products that best suit each individual, a quiz helps participants discover their botanical match. It is even possible, using augmented reality, to virtually plant some of Weleda’s key botanicals, bringing the Weleda garden, people and products a step closer.
Daniel Kugler, Head of Global Brand Experience & Digital, says: “This exciting new initiative is intended to engage and inspire people, helping us feel closer to the natural world at a time when we have become acutely aware of its importance to our wellbeing. People are becoming increasingly protective of the environment, and genuinely want to understand the provenance of the products they use. The Open Garden brings to life the unique way we do things at Weleda”.
The brand has a host of other activities planned to mark its centenary. The Weleda Forest reforesting campaign with charity TreeSisters will be supported at selected times through consumer promotions, and a year round carbon-offset programme with retailers, while a new Get Into Nature campaign highlights the Top 100 Places in Nature backed by new nationwide research, and in collaboration with The Wildlife Trusts. The public will be invited to nominate their favourite destination to be included in a published list of beautiful biodiverse places around the UK.
In March, Weleda will launch the 100 Day Challenge, inviting influencers to sow wildflower seeds and review in 100 days. This campaign dovetails with Weleda’s Open Garden digital platform.
Spring will also see the launch of a new facial skincare range, comprising of four products featuring a patent-pending, first-to-market plant extract that provides intense skin hydration.
To explore Weleda’s Open Garden, visit https://opengarden.weleda.co.uk.