RAUSCH
How true beauty feels
The challenge
Consumers’ expectations and behaviors are changing rapidly within the beauty industry: new clean beauty brands are on the rise while direct-to-consumer brands appeal to customers across the world via social media. Traditional brands without a clear positioning in line with these evolving consumer expectations will inevitably fall behind and lose traction.
The solution
RAUSCH’s well-honed expertise lies in combining the power of herbs with high efficacy for true beauty that you can feel and see: hence tapping into a growing consumer trend that is here to stay. With a fresh and refined omnichannel brand appearance, RAUSCH brings its understanding of beauty to life across all channels and in all communication.
True beauty is more than what meets the eye, it is about a deep-rooted sense of wellbeing: our healthy choices make us feel good in our own skin and we feel beautiful. RAUSCH has been living this philosophy since over 130 years while combining the power of herbs with high efficacy for true beauty that you can feel and see.
Combining naturalness with efficacy: this is the beauty philosophy that RAUSCH has been living and pursuing since 1890. The Swiss family business builds on an ultra-centenary expertise in extracting and enriching natural active ingredients from herbs to serve the hair care and body care needs of individuals around the world. As lead agency we created a fresh and refined omnichannel brand appearance that conveys the company philosophy – from strategy over brand experience to communication.
Besides the iconographic bottle and the logo, all other RAUSCH brand elements have been redesigned. To be combined individually or modularly, together they create a fresh and harmonic brand appearance conveying tranquility and natural beauty.
RAUSCH does not only understand the individual power of different herbs, but with its ultra-centenary expertise, it knows how to best combine them for higher efficacy. This differentiating core competence is conveyed in all communication with a graphical element that includes the tagline «power of herbs perfected».
RAUSCH combines centuries-old knowledge about herbs from monasteries with the latest scientific methods and the most modern technologies to apply the power of 87 herbs to hair and skin care. All herbs are sourced from controlled cultivation and are hand-picked to be processed into valuable and pure essences.
The newly shot images of herbs and plants bring to light this sustainable approach: they show real, fresh and naturally staged herbs in a natural light and harmonic environment. The images instill a sense of closeness and authenticity in the viewer while activating the senses.
The new RAUSCH imagery brings to life a sense of beauty and conveys the company’s approach towards natural. Shots of genuine individuals with a warm charisma convey lightheartedness and a sense of ease while touching the viewer’s emotions. Natural movements of the models as well as external factors such as wind or water, allow us to show hair in different moments and forms. To remain true to the nature of the products, the images were largely created without artificial light and retouching.
Intimate and natural close-up portraits are features in image communication while individuals are shown within their personal spaces in product communication.
Images for owned channels communication shows beauty rituals at home with RAUSCH hair and skin care products – from waking up in the morning until being ready to leave the house.
www.rausch.ch
Responsible at Rausch: Lucas Baumann (CEO); Petra Hollenstein (Head of Marketing and Communications); Christian Heckmann (Digital Marketing Manager); Anja Kaiser (Senior Product Manager); Alina Hermann (Product Manager); Lea Riether (Product Manager); Dr. Katharina Alder (Leiterin F&E); Fabienne Sutter (Mitarbeiterin F&E); Esther Widmer, Bernadette Raschle (Communication/PR Manager); Laura Stillhart (Marketing Assistance).
Responsible at Branders: René Allemann (CEO); Marisa Güntlisberger (Director Omnichannel Experience); Thea Ferretti (Director Communications); Thom Pfister (Executive Creative Director); Philippe Knupp (Strategy Director); Sarah Egger (Junior Brand Consultant); Palma Manco Senior Brand Designer); Soraya Gaouaoua (Senior Brand Designer); Sarah Trendle (Executive Brand Designer); Katja Wölfel (Senior Copywriter); Martin Fähndrich (Video Journalist); Thomas Hausheer (Creative Brand Technologist).
