Puhas Loodus

Client

Puhas Loodus is Estonia’s best-known range of all-purpose cosmetics, whose products have been loved in homes for decades. The brand is part of the Orto’s portfolio and stands for natural ingredients, reliability and affordability.

The challenge

The Estonian beauty and hygiene market is dominated by international brands with huge advertising budgets and strong e-commerce capabilities. Local manufacturers like Orto had to find a way to stay competitive with smaller budgets.

The brand was at a crossroads: either to age with the existing 60+ consumer base or to give the Puhas Loodus range a whole new breath of fresh air that would appeal to the younger generation.

In addition, there were a number of practical bottlenecks in the market – the availability of the new packaging in retail was uneven, the logistics of the e-shop were expensive and tadvertising budget for communicating the overall packaging update was very limited.

Our strategy

Realist developed an integrated digital strategy that aimed to increase brand awareness and sales through three channels (Meta, Google and media partners) while creating an emotional connection with the brand for a new, younger target audience.

The brand positioning was based on the principle: “Estonia’s own natural cosmetics that are fair, accessible and real.”
To support the new visual identity and packaging innovation, we focused on:

• influencer engagement and content marketing,
  
• advertising campaigns on the main channels (Meta, Google, Postimees, Delfi),
  
• and a strong PR component that re-established the visibility and credibility of the Puhas Loodus brand.

What we did

We created a digital media plan that relied heavily on creative content and the ability to spread organically in addition to paid advertising. The campaign duration was chosen to be 1 month, May 2025.

At the heart of the integrated marketing campaign were renowned opinion leaders in the beauty world – Triin Luhats, Shira and Hanna Loodmaa, whose personal experiences gave an authentic and trustworthy voice to the new brand image. The brand ambassadors were chosen to appeal to women of different ages. In addition, packaging illustrator, designer Britt Samoson, participated in the campaign as the face of the brand, telling the story of the birth of packaging design.

Influencers not only covered Puhas Loodus on their own channels, but we also did a special shoot with them, during which we created different creative solutions, which we used as creative solutions on Puhas Loodus own channels through paid ads (Meta, Google Ads), articles in Delfi and Postimees, content marketing, newsletters, a PR event and PR packs for 30 influencers with personalised discount codes.

All activities were interlinked, resulting in a comprehensive user journey and measurable sales growth.

Results

• Website traffic up 211%
• Total reach of the campaign: 1.67 million views
• Instagram +188 followers, Facebook +97
• Organic branding and user stories on social media
• The stories of the influencers brought back the emotional connection with consumers – the most popular products were sold out in retail chains and empty holes appeared on the shelves.

Key takeaways

Puhas Loodus proved that even with a small budget, a big impact can be achieved if the strategy is holistic and channels are used in a targeted way. It wasn’t just the new packaging that mattered – success was driven by a well thought-out communication ecosystem, where each step reinforced the next. The brand regained visibility, trust and a new generation of fans – and above all, a position that will allow it to grow both domestically and internationally in the future.