Herbacin: Generations of Women Love Herbacin.
Client
Herbacin
Service
Heritage Brand Communications
Industry
Beauty
Impact
684.5M+ Consumer Impressions
"Building a heritage brand is not about chasing trends - it's about remaining relevant while staying authentic."
The Challenge
Herbacin is a European heritage brand whose botanically based skincare products have been trusted by generations of consumers for more than 120 years. The challenge was to preserve that authenticity and consumer trust while introducing the brand to younger audiences with evolving skincare routines, product preferences, and purchasing habits.
The Opportunity
Consumer demand for natural, plant-based skincare was accelerating, with younger consumers seeking brands that combined clean ingredients, authenticity, and proven results. Herbacin's 120-year heritage and botanical expertise offered a powerful point of differentiation - allowing the brand to introduce itself to a new generation while reinforcing the trust it had earned over decades.
Our Strategic Thinking
Rather than reinventing Herbacin for a younger audience, we made its heritage the foundation of its modern relevance. Our communications strategy celebrated the brand's European botanical expertise while connecting its time-tested formulations to the skincare priorities of today's consumers. By combining authentic storytelling with contemporary lifestyle media, influencer engagement, and product education, we positioned Herbacin as a heritage brand with enduring relevance.
Execution
Over more than a decade, ADIN has served as Herbacin's U.S. communications partner, adapting strategies as consumer behavior and media channels evolved. Our work has combined traditional public relations, curated product deliveries, local newspaper and TV segments, brand launches, product storytelling, seasonal campaigns, social media management, influencer partnerships, and strategic brand education. The 2023 Herbacin Skin Solutions brand launch - anchored by a curated Valentine's Box delivery to top beauty media - generated 17.8M+ consumer impressions and 130 placements over two months, while 2025 advertorial packages around Summer Skincare and Holiday Gift Giving delivered a combined 684.5M+ impressions and 2,818 placements.
Beautiful Skin Is in Our Nature
SoHo Pop-Up Shop, 2026
More recently, experiential activations have deepened consumer engagement. A New York City pop-up shop in SoHo (May 14-17, 2026) welcomed approximately 5,300 consumers and 100 VIP guests, including media and influencers - each given the opportunity to discover Herbacin through complimentary product samples and hands-on education. The event distributed 6,000 product samples and 125 VIP bags, added 1,890 new Instagram followers, and created significant excitement both online and offline.
The Outcome & Why It Mattered
For more than twelve years, Herbacin has continued to rely on ADIN to represent the brand in the U.S. market. Through consistent storytelling, earned media, influencer engagement, experiential marketing, and evolving communications strategies, we have helped Herbacin remain visible and ensure a 120-year-old European skincare brand continues to resonate with today's consumers. Building a heritage brand is not about chasing trends - it's about remaining relevant while staying authentic.
"We have been acquainted with ADinfinitum since the early 2000's, but our collaboration started in earnest in January 2012. As a global skincare brand, we have always appreciated ADin's strategic insight and ability to translate our 120-year European heritage into compelling stories for the U.S. market. Their consistency, creativity, and understanding of our international business have made them a trusted communications partner for more than a decade."
Stephan and Nadja Thien
Brand Owners, Herbacin
Traditional PR, product storytelling, social media, influencer partnerships, and experiential activations for a 120-year-old European botanical skincare brand.
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