Dresdner Essenz

BACKGROUND & IDEATION

Since 1910, European-based Li-iL GmbH Germany, the manufacturer of the Dresdner Essenz brand, has been developing innovative bath and body products created with herbal extracts and all-natural ingredients.

Dresdner Essenz’s long-term success in the European market led its distributor, Natural Cosmetics Corporation (NCC), a subsidiary of Li-iL GmbH Germany, to bring its products to the North American market, and subsequently, to establish its headquarters in Atlanta, Georgia in 2018.

Dresdner Essenz

NCC recognized that they needed to create a new Dresdner Essenz brand strategy for the US market, specifically targeting consumer and retail buyers, so they engaged id8 to help provide clarity and understanding around the differences in the American market. Part of id8’s extensive research included target audience persona development, consumer shopping behavior analysis, and online bath and body purchasing preferences.

Dirty Birdie Dresdner Essenz

Part of the brand development for North America included implementation of a marketing strategy for video work, social media awareness, and Americanizing marketing materials. id8 also designed and developed the Dresdner Essenz USA E-Commerce website, launching September 2019 with nearly 30 products available. Product activation strategy was implemented specifically around their successful kids’ product line, Dirty Birdie, and products from their Feel Naturally Healthy line featuring Hemp Seed Oil.

id8 is continuing to work on the 12-month implementation strategy for Dresdner Essenz to build momentum around brand awareness for the next year. The focus will continue to have a retail component as more products hit shelves, while maintaining a strong online presence for consumers preferring to purchase bath and body products online.


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