Mann & Schröder Cosmetics

Mann & Schröder Cosmetics is a medium-sized, internationally active consumer goods company and stands for high-quality hair and body care products made in Germany. The alkmene® brand has been part of the extensive brand portfolio since 1968. The brand management focuses on two market segments with a “Tea Tree Oil” and a “Power of Medicinal Plants” product range. In order to create a unified and powerful brand identity and to establish a strong umbrella brand alkmene®, it was decided to focus on the tea tree oil market segment.


A communication concept was to be developed to strengthen the positioning of alkmene® My Tea Tree Oil as an active cosmetic with problem-solving competence. The focus was on the message that the product solutions of the alkmene® umbrella brand have unique, highly effective formulations consisting of a proven botanical active ingredient and selected active and conditioning ingredients: A one-two punch of nature and science.

Communication at the product range level must be able to address different problem areas, from the face, mouth and scalp to hands and feet. At the same time, the concept and materials should be transferable to all product solutions and applicable to future extensions with new botanical key ingredient solutions.

The digital relaunch campaign was to be supported by point-of-sale campaigns, trade collaborations, new product literature, print advertising and PR. At the same time, product packaging and the website will be redesigned.


The phrase “Mein Teebaumöl” is at the heart of all communications, from packaging design to the testimonial campaign, which is as genuine, likeable and natural as the product and brand itself, without unrealistic beauty ideals.

In dialogue with the concise packshot, the striking headlines echo the mechanics of the name, always making ‘My Tea Tree Oil’ the answer. The clear communication of hero (active ingredient) and booster brings the brand and product range closer to the target group as a reliable and effective problem solver.

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