TIME TO CARE: FLACONI REPOSITIONS ITSELF AND BECOMES AN ONLINE RETAILER FOR BEAUTY AND SELF-CARE

Berlin, 02.06.22 – At flaconi, all signs point to self-care: With the new claim “time to care”, flaconi not only heralds its brand relaunch, but also shows its change of direction from a classic beauty retailer to a holistic self-care provider.

CEO Christoph Honnefelder, explaining flaconi's new vision

CEO Christoph Honnefelder, explaining flaconi's new vision

“The beauty market has changed more in the last five years than in previous decades. For us, a classic ideal of beauty is no longer in keeping with the times, but has been replaced by a very individual understanding of well-being and beauty. Our goal is to offer our customers a beauty and self-care experience that inspires them and ultimately enables them to lead happier and healthier lives.

To achieve this, the online retailer’s extensive range will be successively expanded to include new self-care brands and existing categories such as home spa, beauty tools and supplements will also be expanded.

Benjamin Ludigs, CDO and COO of flaconi

Benjamin Ludigs, CDO and COO of flaconi

“For us, a holistic self-care experience does not end with the product range, but should be noticeable whenever our customers come into contact with flaconi. Whether through personalised offers, inspiring content on our social media channels or an all-round positive buying process. We will continue to develop the areas of customer intimacy, beauty experience and e-commerce excellence in the coming years.”

The joy of radical self-care: brand relaunch with 360° brand campaign

The flaconi brand department has developed the strategy and positioning for the brand relaunch, which centres on a new, strong brand narrative: “The joy of radical self-care”.

Marie-Luise Frickel, VP Brand, summarising flaconi's mission

Marie-Luise Frickel, VP Brand, summarising flaconi's mission

“We believe that self-care is often misunderstood and associated with even more pressure, to-dos and little joy. We want to reinterpret the term self-care and free it from its dogma of having to follow a certain pattern or being perceived as just another to-do on our list. We also go one step further and believe that if you take care of yourself, it empowers you to do good for others. We want to create more awareness for the topic of self-care and its positive effects, which is why we also decided on a new claim with a clear attitude.”

The brand relaunch is accompanied by a 360° campaign, for whose conception and creation flaconi commissioned the creative agency David+Martin Berlin (“Agency of the Year” 2020). “The basic creative idea was quickly clear to us: we want to show that self-care is fun and doesn’t have to follow any rules at all,” explains creative director Ricardo Distefano. “To do this, we used a motif that is very popular in social media: sound vs. visual. We let words ironically and humorously meet contradictory images and thus create an exciting break that stays in the mind,” adds Viktoria Zielinski, Account Director at David+Martin. The result of the visual realisation, for which the production company BWGTBLD is responsible, is impressive. Bold statements such as “care for hair, not opinions”, “a lot of self, more love” or “if you want to be beautiful, you can do anything” send a clear message in combination with strong images: for flaconi, self-care is free of paradigms and stands for fun, freedom, ease and individuality. In addition to the five key visuals and other different (moving) image formats, this is once again taken to the extreme in the new TV spot, which was directed by Caroline Koning and will go on air for the first time on 6 June. Here, too, sound and image form a disruptive contrast: in the voice-over, sung by singer Enya El, beauty paradigms are put into space, which are charmingly broken up with contradictory scenes. The 360° marketing campaign starts on June 6 and includes the new TV spot, owned and paid social media, digital out-of-home advertising, advertorials, onsite campaigns, CRM and PR measures as well as a dedicated landing page.

Time to care - new claim, new look

With the relaunch flaconi also gets a new claim: “time to care” is both a reminder – to take your time – and a call-to-action – it’s time for conscious self-care moments. This makes it the perfect bracket for flaconi’s new positioning as a go-to shop for individual self-care rituals,” explains Marie-Luise Frickel. The new claim complements the logo, which has also undergone a makeover and now appears more modern, airy and dynamic thanks to the slightly italic cut and increased lowercase height as well as wider letter spacing. flaconi’s own graphics department has also created a new, fresh corporate design for the relaunch. The visual language focuses on naturalness, authentic personalities, real self-care moments, product applications and textures. Soft colours and clear fonts create a modern, elegant, relaxed look. Image data is available for download at this link.

About flaconi

flaconi is one of the leading online beauty retailers in Germany. The online shop’s comprehensive portfolio consists of over 900 international brands and 60,000 products. With the categories perfume, make-up, skin and hair care as well as tools, accessories and dietary supplements, flaconi covers all product segments from the luxury and premium segment to derma and natural cosmetics to the drugstore segment.

flaconi was founded in 2011 and employs around 700 people from 62 nations at its headquarters in Berlin-Charlottenburg and its logistics centre in Halle.
With the flaconi concept store in the historic Tuteur Haus in Berlin-Mitte, flaconi is also represented in stationary retail and offers its customers a select range of niche and premium brands as well as an integrated hair salon.
The online shop has won numerous awards and is represented in Germany, Austria, France and Poland.