BRIEF
Refresh the positioning of iconic German skincare brand BABOR, keeping its performance-driven integrity while finding more emotional ways to connect with a modern wellbeing-focused target audience.

ROLE
Audience deep dive | Trend research | Brand strategy

OVERVIEW
For this rebranding, we studied the brand’s heritage and the magic behind BABOR’s nearly 70-year success story. The new brand platform ‘Indulge in excellence’ positioned BABOR’s decades of experience crafting doctor-endorsed skincare solutions as the ultimate caretaking ritual for today’s highly educated consumers.