The Challenge
In the Czech Republic, the drugstore market is dominated by discounts. Rossmann, the third-largest player, was losing ground to emotionally stronger brands like DM. While discounting brought short-term gains, it eroded long-term loyalty. Brand tracking showed a dangerous shift: people still knew Rossmann, but they no longer felt anything about it. The market share was shrinking. The brand was becoming invisible in plain sight.
The Solution
Since 2019, Rossmann has redefined itself not just as a retailer, but as a true ally to caregivers—transforming stores into more caring spaces and evolving its brand story year after year. From spotlighting everyday acts of love and the invisible labor of mothers, to launching wearable skincare (CareWear), 24/7 AI support (ROSSI), and even yoga events, Rossmann has consistently blended emotional storytelling with real-world utility, turning empathy into action and standing out in a market dominated by price wars with a powerful new language: emotional fluency.
