The Body Shop is working to rejuvenate its brand to remind consumers of its history as a pioneer of brand activism. The company have hired three agencies to help with the project, Mother, One Green Bean and forpeople.
The brand, once owned by the eco-pioneer and founder Dame Anita Roddick and then L’Oreal, seemed to have lost its focus as a lead on positive economic, social and environmental change.
The campaign to bolster this image comes after Australian company Nature & Co acquired the brand with a view to reinforce its image, representing feminising and ensuring ingredients are sustainably sourced.
A roll out of new store designs alongside staff campaigning and lobbying for social causes will be visible in the campaign. Customers will also be encouraged to engage in its activism through conversations on social media.
Lionel Thoreau, global brand director at The Body Shop, says: “Our brand rejuvenation strategy will allow us to bring our commitment to business as a force for good to the very forefront of our interaction with customers throughout their experience with us.”