Birkenstock is proposing marketing professionals another “jump on your seat” brand extension case, adding cosmetics to its business.
After entering the beds market some weeks ago, the German shoemaker known worldwide for its eponymous ergonomic cork sandals now launches Birkenstock Natural Care, a range of 28 skin care products.
Cork- brand’s renowned ingredient ambassador – contains suberin, which has a proven lifting effect, but cork oak extract it is not the only ingredient Birkenstock Natural Care product include. The active substances system based on Birkenstock research results comprises other highly effective ingredients such as arctic moss, argan oil, baobab, moringa, elderberry and botanical hyaluronic acid.
All certified in accordance with the international BDIH Cosmos Natural standard, the products forgoe controversial chemical ingredients such as parabens, surfactants, silicones and paraffins, and use no animal testing. Plus a sustainable packaging concept, which includes an intelligent refill system, helps to preserve natural resources.
The brand strategy behind this bold launch is well pointed out by Oliver Reichert, CEO of the Birkenstock Group. “We have a particularly close connection to personal well-being. Alongside healthy walking, standing, running, and resting, skin care has a considerable influence on our well-being. This prompted us to start thinking about a healthy product concept in this segment.”
This statement also explains the marketing context in which Birkenstock Legwear and Birkenstock Bed Collection are born, in an integrated new business model, managed through dedicated internal divisions
“Birkenstock represents health, outstanding quality and a conscious lifestyle.” Considering the brand under this core essence, that cosmetic range is perfectly fitting, and we will probably see some other audacious steps.