In the competition among Germany's drugstore giants for sales and loyalty to own-brand products, dm's Balea has surged ahead of the competition. However, it's Rossmann's ISANA products that receive the most accolades from Ökotest and Stiftung Warentest, making this quality affordable for all consumer segments. To communicate this and dethrone Balea from the own-brand throne, we're launching a campaign that transforms ISANA into a lovebrand among customers. In doing so, we're breaking with the widely held belief in the beauty segment that one must spend a fortune on good products. We're also making it evident that this beautiful world isn't just a big bubble, as showcased in the campaign concept and the Truman Show-like finale directly in the first highlight spot.