Christina Pautsch
Strategic Design for
Digital Human Growth

The Imperfection of Parenting

As a traditional manufacturer of natural cosmetics and pharmaceuticals, Weleda must adapt to the needs of a young and highly digital generation. Therefore, we conducted a strategy process and identified opportunities for the relevant demographic by looking at the lifestyles, values and consumption patterns of young women. This discovery led to the development of a content platform for millennial parents that would serve as a digital companion for all the tough questions they had no one else to ask. We created a content strategy and built up the brand Von guten Eltern that embraces the imperfection of parenting.