In this episode of Kassenzone, Karo and Alex talk to Tina Müller, CEO of Weleda, at Shoptalk in Barcelona about the transformation of the brand and their digital journey.
Tina shares her experiences from her time at Douglas and explains how they prepared her for the challenges at Weleda, a leading manufacturer of certified natural cosmetics. She underlines the importance of sustainability and quality-oriented brand identity as she reports on Weleda's transformation. She also discusses the influence of digitization and e-commerce on the company and highlights the role of influencer marketing in reaching younger target groups. An outlook on the future of Weleda, including new product lines and internationalization, concludes the conversation.
Three takeaways from the Weleda podcast
1️⃣ Natural cosmetics are no longer a niche topic. However, there are big differences in standards and certifications. According to Tina, brands that can deliver very high quality are viable.
2️⃣ Growth is achieved through innovation. But: Reaching new target groups, developing new products, opening up new markets and yet not risking brand credibility is a major challenge.
3️⃣ Digitalization requires specialization. Gone are the days when a brand manager could cover everything. Successful digital growth requires specialization and expertise in content, media, tech & team.
