The international skincare brand WELEDA is launching a new campaign in Israel for its baby category, WELEDA BABY, with actress and singer Meshi Kleinstein serving as the new face of the brand in Israel. The campaign, estimated at an investment of approximately NIS 1,000,000, has launched on billboards and digital platforms.
The campaign seeks to emphasize a message of authenticity and simplicity in the world of parenting, while focusing on parents' need to choose safe and reliable products for baby skincare. The WELEDA BABY Calendula series is based on 100 years of skincare expertise and features exclusively naturally sourced ingredients, in line with the brand's philosophy.
Motherhood, career, and natural skincare
According to the company, the choice of Meshi Kleinstein is intended to represent a young mother who combines an active career with modern, authentic parenting. The campaign presents an approach suggesting that not everything in parenting has to be perfect, but when it comes to baby skincare, a precise and safe choice is essential.
Noa Ziv, VP of Marketing at the Dr. Samuelov Group, the importer of the brand in Israel, stated that the selection of Kleinstein was made in collaboration with the global WELEDA marketing team. According to her, Meshi represents a combination of professional success and down–to–earth motherhood, alongside sharing authentic content that connects with the brand's values.
Weleda, which has been operating for decades in the natural skincare sector, emphasizes that the new series is based on natural ingredients and is designed to provide gentle solutions for baby skin. The new campaign is expected to strengthen the brand's positioning in Israel and expand its visibility among young parents.