Rossmann ranks as the third-largest drugstore chain in the Czech Republic. Despite its increasing market share following a repositioning in 2020, its main competitors are still perceived more favorably in terms of emotional connection with customers. One competitor is even widely regarded as “a lovebrand”.

In 2020, Rossmann introduced a new positioning centered around care. Through two successful brand campaigns and digital transformation of its loyalty program and e-commerce, the brand is earning greater trust.

However, to support even the emotional connection to the brand, we aimed to go beyond typical marketing campaigns. We wanted to offer more than just good deals; we wanted to provide genuine support for women who prioritize caring for others. Our goal was not only to reach their shopping carts but also to touch their hearts.

Bodywear collection made of skin-caring material which nourishes the skin when worn. So that women can dedicate time to taking care of their skin, even though they have no time to spare.

Helping those 60 % of women who struggle with dry skin but don't have the time to properly address it. With CareWear they can now take care of themselves and at the same time be busy with hobbies or chores.

Rossmann is dedicated to supporting women in caring for their families and homes. However, there's a downside to this care: a problem called 'invisible labor,' where women bear a disproportionate burden of childcare and household chores. Women often spend up to 10 times more time than men on unpaid tasks, which limits the time they can spend on their own needs, self-care and hobbies. Additionally, 37% of women claim that they feel guilty about taking time for themselves.

This realization led us to adjusting our strategy, focusing not only on supporting care but also on incorporating self-care as an essential part of it. Having in mind how busy women are, we aimed to provide solutions that would assist them in managing their self-care alongside their other responsibilities.

CareWear is made of seacell - a seaweed-based material, which nourishes the wearer's skin. It is rich with vitamins, minerals and amino acids. It helps combat free radicals in the skin and soothes itchiness. Despite being fully washable, its skincare properties don't wear out even after multiple washes.

Seaweed fiber is carbon neutral, produced in a closed loop, with no chemicals released as waste, exclusively from sustainable raw materials – wood and seaweed – using methods that save both energy and resources.

The collection was locally designed by the Czech studio Overall Office, who specializes in swim-suits and underwear. The collection includes leggings, biker shorts, a long-sleeve t-shirt, and an undershirt. These pieces are tailored to meet women's needs for both leisure time and household chores.

With a media budget of 25 000 EUR we got 13 563 000 impressions reaching 42,11 % of the target group of women 20-50.

The sales of CareWear are growing by 50 % each month. Receiving great after-purchase reviews.

Contributing to 18% growth of Rossmann's market share in 2023.

2% growth in the overall “care” attribute perception since the launch of CareWear.