Beiersdorf looks at Juvenas relaunch

Beiersdorf has talked to the president of La Prairie Dirk Trappmann to find out why the Juvena range has been relaunched.

As well as redesigning the packaging to be more modern and functional, the updated brand focuses around a new slogan ? Juvena, create fresh new skin.

The products aim to deliver on this promise with its SkinNova Stem Cell Technology, which supports the body’s own cell activity.

Mr Trappmann stated this advanced ingredient is in each of the items and acts as the backbone to the range’s image.

“A relaunch means a new face for a brand,” he commented.

“With our new concept we have given Juvena not only a new face, but also a new soul because we are positioning the brand anew from the bottom up.”

In conclusion, Mr Trappmann asserted the sales team was now the most important aspect of the project, adding the company had employed 3,100 across Europe to look after this particular task.

The Swiss pharmaceutical laboratory Divapharma started the Juvena range, which was then acquired by Beiersdorf in 1990.

It is currently distributed in 50 countries worldwide.