Swiss Brand Congress: How Rausch is shaking off 135 years of dust

When Birgit Schäfer joined RAUSCH AG in 2023, the major brand relaunch had already been approved. A new design, clearer communication of benefits, and a bold move with the logo. You might have thought the work was done.

But the reality was different.

Anyone who congratulated Schäfer on her move to Kreuzlingen back then almost always added the same remark: «But there’s still quite a bit of dust to be wiped away there.»

That’s exactly where the real transformation began. Not with the packaging. Not with the logo. But with the question of how the brand is actually perceived today.

«A relaunch is never the end of brand work—it’s just the beginning,» says Schäfer. This insight runs like a common thread through the entire development of Rausch.

Tradition as a Mission, Not a Guarantee

Rausch has almost everything many brands would want: 135 years of history, high brand awareness, strong credibility, and the position as Switzerland's No. 1 shampoo brand.

But that is precisely where the danger lies.

Tradition can provide guidance. But it can also cause a brand to remain stuck in people’s minds while the world keeps turning.

The analysis revealed a mixed picture: Consumers trusted Rausch. At the same time, the brand was often perceived as not very modern. Many did not actively switch away from Rausch, but simply opted for brands that seemed more contemporary.

For Schäfer, one thing was clear: The future is not created by shaking off the past, but by interpreting it in a way that is relevant to our times.

Looking Outward as a Game-Changer

A key step was to step outside one's own perspective.

Rausch began to pay closer attention to market and consumer data. A comprehensive usage-and-attitude study involving 800 people yielded insights that were, in some cases, surprising to the company. Former users were surveyed alongside non-customers. For the first time, men also became a greater focus.

Among other things, the following became apparent:

• The competition consists not only of premium brands, but also of lower-priced mass-market providers.
• Rausch is seen as an excellent problem-solver, but loses many customers once their hair problem is solved.
• Many consumers do not associate characteristics such as «vegan» or «silicone-free» with the brand at all.
• The fact that the brand is Swiss is significantly less well known than assumed. Only 71 percent of those who are familiar with Rausch identify the brand as a Swiss company.

This last point, in particular, proved to be a powerful lever. Consumers who are aware of the brand’s origins perceive it as more modern and consider it to offer better value for money.

Real data, real people, real impact

That's where Swiss Post Advertising comes in.

For Sabrina Wettstein, working with data is not an end in itself. Rather, it’s about better understanding people and creating meaningful moments.

«People don’t live in channels—they live in moments,» she says. That’s exactly what inspired Swiss Post Advertising’s Cross-Moments Advertising approach. The goal is to orchestrate physical and digital touchpoints in such a way that brands become visible precisely when people are actually paying attention.

Data forms the foundation here. However, not as a control mechanism, but as a compass.

«Real data, real people, real impact» is the slogan Swiss Post Advertising uses to describe its campaigns. The focus is on high-quality first-party and zero-party data, as well as on how communication can have a lasting impact.

Why Sampling Suddenly Became Strategic

This collaboration was particularly evident during the launch of new Rausch products.

Together, the partners defined a clear target audience, combined data-driven dialogue marketing with physical touchpoints, and made targeted use of product samples.

That was no coincidence.

Market research had shown that product samples are among the most important factors driving brand switching. People who have the opportunity to try a product are significantly more likely to give a brand a chance.

Swiss Post Advertising leveraged the strengths of its ecosystem: digital engagement, data expertise, and targeted sampling delivered right to the mailbox.

For Wettstein, it is precisely this connection between various touchpoints that is the key to effectiveness. For Schäfer, it is proof that data becomes particularly valuable when it enables concrete brand experiences.

Brand Values on the Track

Data and strategy alone don't change a brand. They have to be brought to life. That's exactly why Rausch works with the Sprintstars today Mujinga Kambundji and Ditaji Kambundji together.

For Birgit Schäfer, the partnership is a stroke of luck. Both athletes grew up using Rausch products and were already using them before the partnership began. This authenticity makes them far more than just typical brand ambassadors. They embody values such as performance, naturalness, and well-being—and lend products like the Repair Express Treatment added credibility.

This collaboration exemplifies how Rausch does not simply preserve its tradition, but rather evolves it in a contemporary way: with people who credibly carry the brand into the future.

The men who had been there for quite some time

The target audience analysis yielded another surprise.

For a long time, Rausch was considered a brand with a clearly feminine focus. The reality was more nuanced. About 40 percent of its users are now men. However, the brand had hardly ever actively targeted this group until now.

Among other things, these findings led to the creation of the Energy Boost Shampoo—a product for hair, body, face, and beard. It’s a pragmatic approach derived directly from consumer needs.

What's interesting here is not so much the product itself as the mindset behind it: It is not the brand alone that defines the future, but the people who use it.

Transformation Without Losing One's Identity

Rausch and Swiss Post Advertising’s presentation at the Swiss Brand Congress was therefore much more than just a typical “best-case” example. It served as a prime illustration of how traditional brands can evolve without losing their core identity.

Rausch remains Rausch. Expertise in herbs, research, and Swiss origins remain central to the brand. New additions include data-driven decision-making, a stronger dialogue with consumers, and a more open perspective on market changes.

Or, as Sabrina Wettstein put it: «Tradition isn’t something you hold on to. Tradition is something you pass on.»

Why This Case Is a Good Fit for Swiss Post Advertising

For Sabrina Wettstein, the Rausch case exemplifies what Swiss Post Advertising means by modern brand management: preserving tradition, reaching new target groups, and orchestrating communication around relevant touchpoints. The Swiss Brand Congress is therefore the ideal venue to showcase such examples. This is one of the main reasons why Swiss Post Advertising has been a presenting partner of this industry gathering for the past four years.