"No 'sexiness' is yet attributed to the Rausch brand".

With a new website and new social media activities, Rausch has undergone a digital makeover and underscored its close-to-nature approach with a new visual language. Another goal: to reach younger female customers (Werbewoche.ch reported). The new, stylish omnichannel brand presence, which was developed in collaboration with Branders and Tree Stones has paved the way for target group rejuvenation.

Werbewoche.ch: Lucas Baumann, why is Rausch aiming for target group rejuvenation?

Lucas Baumann: Most of our current customers have grown along with the brand. We are very grateful for that. However, to ensure that we still have customers in 20 years' time, target group rejuvenation is essential. Based on buyer structure analyses, we know very precisely what our current customers look like and what their needs are. Various market research shows what potential which target group has.

How exactly do you define the target group you want to reach and address via the revised digital brand presence and social media activities?

With digital rejuvenation, we are specifically targeting a health-conscious woman who is in the middle of life and juggling her daily routine between children and work. Even when it comes to her beauty, this customer is looking for a balance between effectiveness and tolerance. She consciously chooses a product to do something good for herself and her health.

How exactly do you know how well-known or popular Rausch currently is among this target group?

To answer this question, we commissioned our own study from the Link market research institute. This showed very clearly that Rausch enjoys a high level of brand trust as a reliable problem solver. Overall, however, the brand is not considered to be "sexy. Whereas in the past it was mainly the 50+ generation that felt addressed by the brand, it is currently necessary to actively strive for target group rejuvenation by emotionalizing the brand.

Is there a danger that the 50+ generation - which has purchasing power and is loyal to the brand - will no longer or less feel addressed by the brand after the target group rejuvenation?

To achieve this balancing act, we want to do one thing and not leave out the other. Let's be honest: In our own perception, women over 50+ are still young at heart. We therefore don't want to lose the current customers, but in addition we want to address a younger target group that very much asks for authentic, very well tolerated and highly effective products. By specifically addressing a young target group that is very critical and mature, we are definitely in a position to cover both.

Rausch has been focusing on closeness to nature and sustainability for 130 years. Values that have since become megatrends. Is the company's great hour now?

In this respect, Rausch is indeed a pioneer of nature-based cosmetics. Our interaction with nature has always been based on trust, respect and appreciation. The awareness of not only using nature, but also protecting it, is deeply anchored in the DNA of our company. However, it takes time, care and competence to develop and ensure the long-term high quality of such products. In the future, credibility will depend not only on whether companies launch the right products at the right time, but also on whether a genuine dialog with the new generation is established, whether multipliers can be won over for the brand, and whether the right language is found to continue to foster trust among customers.

Has the increased consumer interest in natural products been reflected in sales figures in recent years?

Yes, sales figures are developing positively. In exports, we are recording double-digit growth in some cases. Awareness of shampoos that are both effective and mild has increased significantly.

Do you expect consumers to increasingly support domestically produced products again after the experience of the Corona crisis, or will everything remain the same?

I see a very clear trend that consumers increasingly prefer Swiss producers. The Corona crisis in particular has shown how dependent Switzerland is on foreign countries. We are particularly proud to keep the entire supply chain in Switzerland. In recent months, many people have become aware that Swiss products stand for jobs, sustainability and quality.

How has your company experienced the crisis so far?

Back in 2015, we drew up a three-stage plan of measures to safeguard our company in the wake of the euro crisis. We were now able to apply some of these measures and were fortunately prepared accordingly. All precautions regarding IT and home office could be implemented quickly. The health of our employees is very important to me, so I am relieved that we did not have a single corona case in the company.

What role does the foreign market play for Rausch?

We are seeing steady growth in our foreign distribution partners. Our market research has also shown that the Rausch brand is still little established outside Switzerland. This offers a lot of potential to make the products even better known there. "Made in Switzerland" still inspires a lot of confidence in the quality of the products. We are proud to be one of the few market players that procures raw materials locally and develops and manufactures products ourselves.

You now offer an integrated, mobile-optimized webshop on Rausch.ch. Why do you need - and maintain - your own webshop when your products are offered on the shelves of major distributors, drugstores, and large, established webshops such as Galaxus.ch, Brack.ch, or Coopvitality.ch?

Shopping behavior has changed significantly in recent years. While many people still buy their products at the pharmacy or in retail stores, for a growing number it meets a need for convenience to be able to store from home and on the go at any time. Since the Corona crisis at the latest, it has been clear that a web store is needed to supply customers via a broad distribution network.

The current Rausch logo has been in use for what feels like an eternity. Wouldn't it have been a good idea to refresh it in the course of the strategic reorientation?

The logo is the most important distinguishing feature of a brand. It was revised, simplified and slightly modernized during the 2015 relaunch. We'll see when it gets a refresh next time.

Rausch products - at least since the advent of the Codecheck app - have repeatedly been accused of containing questionable substances that consumers would not expect to find in natural cosmetics. How do you deal with this digital transparency?

There is not always a clear answer to the question of which substances are actually hazardous. Even the experts are constantly arguing about this. We always comply with the applicable legislation and attach great importance to the compatibility of all ingredients. We also have this confirmed by external independent institutes. The essential requirements for all Rausch products are efficacy and compatibility. For this reason, we do not want to abandon proven and traditional ingredients just because they are not completely derived from nature or are even of natural origin but have been treated synthetically. Our credo is to create a bridge between optimal skin compatibility, mild herbal ingredients and outstanding efficacy.

You also offer a Rausch disinfectant in the webshop. How long did it take to launch this product in view of the current crisis?

Given the initial shortage of disinfectants, we wanted to offer our help here as quickly as possible. We checked our stocks and reacted immediately. With the help of all our employees and using all available resources, we brought the disinfectant to market within 3 weeks. This is indeed the fastest innovation in 130 years.

Hand on heart: Are there actually only Rausch products in the shower of the Rausch CEO?

No, I also use other products. This is mainly due to market research. It doesn't hurt to stay up to date and test and analyze various other products.