[Translate to English:] fenjal - Mein ich - Moment


My me moment

23. January 2020, Arwed Berendts

fenjal is celebrating a brand relaunch. The traditional brand presents itself with a new appearance and reflects on its brand essence with the campaign claim "My me moment". The campaign was implemented by Saint Elmo's Munich.

A brand with history. Out of love for his wife, Swiss pharmacist Grether created a cream oil bath and launched it on the market under the fenjal brand. Then as now, the recipe made from valuable vegetable oils is unique in its care properties. The high-quality products contribute to a holistic well-being and are fully in keeping with the times: vegan recipes – without parabens, mineral oils, microplastics and silicone.

The current print campaign implemented by Saint Elmo's Munich focuses on femininity with all its beauty and tenderness, but also on its inner strength. The core of the target group are brand-affine women 50+ who are looking for rest, relaxation, and mental and physical well-being when buying body lotion or bath/shower products.

For this target group, Saint Elmo's Munich has found a brand ambassador who is at peace with herself and has positive, self-confident charisma. It symbolizes the beauty of women, is credible, open and personable. Plus a real icon that charges fenjal's image with international flair: Tatjana Patitz. As a very confident and at the same time sensitive woman, she authentically stands for fenjal's values. She achieved great fame in the 1990s during the time of the first large international supermodels, which were staged by Peter Lindbergh in an unforgettable way. “I know the fenjal brand from home. fenjal always reminds me of my childhood, but today it's relaxation for me,” says Tatjana Patitz.

"The message of the campaign is that fenjal helps you to care for yourself, to find inner peace and balance and to allow yourself to shine from the inside. This magical pampering moment, which you can experience for yourself, is expressed by the campaign line: My me moment,” says Arwed Berendts, Creative Director of Saint Elmo's.

“The biggest challenge was to stay true to the origins of the fenjal brand while keeping up with the times. We're proud to look at the new fenjal products and the campaign developed to introduce them, which more than aptly describes the origin of the fenjal brand and its values,” says Sandra Faust, fenjal product manager at fit GmbH.

The brand is experienced in a particularly pure and neutral way. It symbolizes balance and openness. These attributes are also reflected in the look and feel of the campaign. The "feel-good moment" takes place calmly in a neutral room that exudes a sovereign calm. In terms of color, it's reminiscent of a wellness area and the brand color. The environment completely withdraws and gives the woman and the emotions she experiences the necessary space to work. The result is a pure, fresh, very approachable impression.


Tatjana Patitz

Born on March 25, 1966 in Hamburg. In the 1980s and early 1990s, she was one of the most sought-after supermodels in the world. Today she is still active in the model business and is considered a style icon of natural beauty.


fit GmbH

The company fit GmbH has developed since 1993 from a supplier of hand dishwashing liquid to a manufacturer of machine dishwashing liquid, household cleaner, detergent, fabric softener and also cosmetic products. The current range includes over 300 items. fit GmbH caused a sensation in 2000 by buying the West German brands Rei, Rei in der Tube and Sanso. In 2009, this successful course was continued with the takeover of the Kuschelweich and Sunil brands. In 2015, fit GmbH took over the well-known GARD brand and entered the new hair care segment. The cosmetics brand fenjal has also been part of the brand portfolio since 2016.


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Saint Elmos Agency Munich

Saint Elmo's

August-Everding-Str. 25
81671 Munich

T:+49 (0)89 599958-0
E-Mail: muenchen@saint-elmos.com

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