THE WHAT? Weleda has launched a multi-million-pound, purpose-led brand campaign highlighting the need to care for the soil.

THE DETAILS #SaveEarthsSkin, as the campaign has been dubbed, centres on a hero piece of video content ship in partnership with Arizona Muse alongside her soil regeneration charity, DIRT.

The film features a projection mapping technique on Arizona’s body to demonstrate how soil is under threat. A social media, influencer and PR campaign will run alongside the film.

Weleda will support the work on new landing pages on its website, as well as bring it to life at the point of purchase with in-store and POS promotions. Weleda is also committing £330,000 to soil-focussed projects across the globe.

THE WHY? Eileen Smith, Global Brand Equity Head of Weleda, explains, “Weleda has been growing the plants used to make its skin and health care products organically for over a century. Our natural farming methods are designed to keep the soil healthy and full of nutrient-rich humus, providing a home for organisms like earthworms, which help make the soil fertile.  Commitment to soil is at the heart of our product sourcing. We hope that with Arizona and DIRT we can make the impact necessary to inspire real change and improve the soil situation for good.”