Weleda, the original green beauty brand, has launched a multi-million-pound purpose-led campaign highlighting that we need to care for our skin just as much in order not only to look but also feel good.

The new global ad follows model Arizona Muse alongside her soil regeneration charity DIRT while promoting their partnership with Red Consultancy on an inspiring video piece shot specifically about saving EARTH’s Skin.

The hero film content uses a projection mapping technique on Arizona’s body to showcase how soil, the ‘skin’ of the Earth, is under threat, with a third of the Earth’s soil already degraded.

Shot on location in Arizona’s home in Ibiza, the aim was to make her skin a natural canvas on which powerful moving footage of the earth and Weleda’s plant sources could be layered in post-production.

The film will be amplified on social channels including Facebook and Instagram in 40 countries across the world.

A social media, influencer and PR campaign will run alongside the hero film, while Weleda will support the work and showcase ways in which the public can get involved on new landing pages on their in-market website.

Encouraging people to make positive changes to protect soil as they would their own skin, starting with simple, small steps. From planting and composting, to choosing planet-friendly products which are grown with minimal impact on the environment.

Weleda will bring the campaign to life for consumers at the point of purchase with in-store and point of sale promotions planned in each market.

In the UK, for every purchase of Weleda’s Skin Food range during the campaign period a tree will be planted – helping decrease soil erosion and maintain soil health.

Beyond the communications campaign, Weleda is also committing an additional £330,000 to soil-focussed projects across the globe. These include:

• La Sague, an ecological community garden in Paris, France
• The Swiss Organic Foundation’s Soil Fertility Fund which is helping farmers cultivate more than one million meters of land organically across Germany, Austria and Switzerland.
• Carbon8 which supports farmers who work in a regenerative way to bind carbon to the soil in Australia

In the UK, Weleda is working with UK charity TreeSisters in a pledge to plant 1 million trees, to help counter soil erosion, prevent flooding and protect natural habitats.

Around 153,000 trees have already been planted, and because planting trees is a great way to protect soil, Weleda will be working with TreeSisters to plant a tree for every Skin Food product sold from April through to June at the online store, through its Wellbeing Advisors and selected retail partners.

Eileen Smith, Global Brand Equity Head of Weleda, said: “Weleda has been growing the plants used to make its skin and healthcare 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.”

Joff Sumner, Creative Services Director at Red Consultancy said: 

“The Weleda Save Earth’s Skin campaign uses a projection mapping technique to connect Arizona’s skin with natural images of the earth.  These incredible images were crafted through 3D compositing techniques, and were shaped to her skin, allowing her to react as if her skin were transforming before her eyes. The result is an incredibly powerful and beautiful piece of content.”

Arizona will support the campaign on her own social channels and is undertaking media interviews with lifestyle media across the world.

She says: “My charity DIRT is dedicated to the practice of regenerative agriculture. Weleda’s Save Earth’s Skin campaign is all about treating soil, the skin of the Earth, like we would our own skin – without harsh chemicals and in a way that demands care and respect. It’s a campaign that’s very close to my heart. We can all do our bit when it comes to treating soil with the respect it deserves.”

The #SaveEarthsSkin brand campaign will also share messages around the quality of ingredients used in Weleda’s natural skin and health products. By keeping soil healthy and growing healthy plants they can produce nourishing ingredients.

Products such as their iconic Skin Food nourish the skin, with ingredients like calendula which are grown organically, a growing process which in turn helps nourish the earth’s skin.