Overview: The German skin care brand had migrated to the US natural market, but had yet to create a brand that would capture mainstream market share.

Challenge: Dr. Hauschka Skin Care was priced at a premium, but its positioning was relevant only to the core natural consumer. Dr. Hauschka sought to shift their brand position to cross over to high-end retail stores, spas, and skin care boutiques, while maintaining leadership in natural.

Solution: In 2001, Pure Branding and Dr. Hauschka gave birth to a new category in skin care: Prestige Natural. Dr. Hauschka’s mainstream ambitions and price point pitted them against commanding luxury brands like Clinique and Estée Lauder. To stake their claim and clarify their point of differentiation, Pure Branding and Dr. Hauschka established the core brand qualities: Purity. Therapy. Luxury.

To give credence to their claim, Pure Branding’s team simplified and clarified the esoteric story of Dr. Hauschka’s biodynamic, holistic roots, creating greater accessibility in the mass market.

Sacred to the core of the Dr. Hauschka brand is raising consciousness. All outgoing messaging celebrated “nurturing inner health to inspire natural beauty.” Taking care of yourself and your skin requires a pure, natural solution—natural beauty comes from inner well-being, harmony, the rhythms of nature.

Our work helped increase US sales from $3 million in 2001 to $40+ million today. The Dr. Hauschka brand was honored with a 2005 American Graphic Design Award.

Dr. Hauschka Skin Care ROI:

• Grew annual revenue from $2M to $40M in five years
• Gained first distribution outside $150M natural channel into $2B department store and spa channel