CareWear

Insight: Not only within the drugstore sector, but across various brands, there’s a notable push for women to prioritise self-care and take breaks.

However, our deep interviews and data analysis revealed a stark reality: the invisible labor gap – with women shouldering up to 10 times more unpaid responsibilities like childcare, senior care, and household chores compared to men. Which simply doesn’t allow women to dedicate their time to self-care, because they have no time to spare. Even without taking additional time to self-care, 37% of women claim that they feel guilty about taking time for themselves.

Keeping this in mind, we focused on a problem that a drugstore should be equipped to solve: dry skin. Because 60 % of women suffer from dry skin, yet 90% of them lack the time to address it with proper treatment.

Creative Strategy: In 2020, Rossmann repositioned itself as a brand centered around care, aiming to catch up with its competition when it comes to the emotional bonds with the brand which were the main differentiators.

While further researching the whole “care” territory, we uncovered a significant disparity: while women devote approximately 16 hours per week to caring for others, they only have about 4.9 hours per week available for their one needs, self-care and hobbies.

Recognizing this gap, we decided to integrate self-care into Rossmann’s caring proposition, aiming to strengthen our connection with women. Our goal was to evolve into a brand that doesn’t rely on stereotypes or misconceptions about women’s lives but instead aligns with their genuine needs, regardless of how inconvenient the reality may be. 

Solution: By combining this strategic shift and innovative technology, we created CareWear – a bodywear collection made of a skin-caring seaweed-based material designed to nourish the skin while being worn.

This addressed the women’s issue of not having enough time to self-care without taking anything from their precious time budget. A tangible proof of Rossmann’s caring positioning, which helped the brand to improve on an emotional level.

Bodywear collection made of skin-caring material which nourishes the skin when worn, so that women can dedicate time to taking care of their skin, even though they have no time to spare.

Helping those 60 % of women who struggle with dry skin but don’t have the time to properly address it. With CareWear they can now take care of themselves and at the same time be busy with hobbies or chores. 

Impact:

CareWear has unlocked brand new options for busy women to take care of themselves. Changing the way they think about skin care products. This supported the shift in Rossmann’s positioning and provided a basis for the brand to be recognised as a true expert on caring. = 2% growth in the overall “care” attribute perception since the launch of CareWear. 

• The sales of CareWear are growing by 50% each month. Receiving great after-purchase reviews.
• 13.5 million impressions with a media budget of 25.000 EUR & contribution to the brand’s 18.5% market share growth in 2023.
• 42,11% of the target group of women 20-50 reached through the launch of CareWear.
• Launch of CareWear has contributed to 18% growth of Rossmann’s market share in 2023.