The Black Forest-based natural cosmetics manufacturer ‘Annemarie Börlind’ has sharpened its brand identity and aims to place greater emphasis on the connection between nature and science. With the new brand claim ‘Science of Nature’ and the guiding principle ‘The Science of Deep Power’, the family-run company intends to highlight its expertise in natural cosmetics more clearly. At the heart of this is the company’s own natural laboratory, where plant-based ingredients are researched and new active ingredient complexes are developed. These include, amongst others, plant stem cells and botanical hyaluronic acid. The company’s own deep spring water plays a special role; it is extracted from a depth of 166 metres on the company’s premises and forms the basis of almost all skincare formulations, according to the company.

Spotlight on active ingredients

The repositioning is also set to be reflected in the design and presentation of the products. In future, the skincare ranges will be organised more clearly around key skin needs such as anti-ageing or hydration, explained the family-run business from the Black Forest. Key active ingredients are to be highlighted more clearly on the packaging, alongside imagery inspired by the ‘natural laboratory’, so that consumers can recognise the product’s benefits more quickly, the company said. The design features Black Forest green, shades of silver and striking typography. Materials such as wood and stainless steel are intended to emphasise the connection between nature and science.

Third-generation expertise

Co-owner and co-managing director Alicia Lindner will take on a more prominent role as the face of the brand in future. The granddaughter of the company’s founder, Annemarie Lindner, will communicate active ingredients, formulations and skincare principles, as well as the brand’s philosophy, in a clear and authentic manner via social media, press relations and retail channels. She leads the company as part of the third generation, alongside her brother Nicolas Lindner and Peter Müller-Pellet. The company has been developing and producing natural cosmetics in the Black Forest since 1959. It is certified to the CSE sustainability standard, which takes into account environmental, social and economic criteria in corporate management.

Source: Börlind