2. “Everybody needs beauty as well as bread,
places to play in and pray in,
where nature may heal and give strength
to body and soul alike”
- John Muir
3. History of
The Body Shop
Anita Roddick started The Body Shop with a mere £4,000 and a dream.
With over 1,900 stores in 50 countries, the company is known for
pioneering the natural-ingredient cosmetics market and establishing
social responsibility as an integral part of company operations.
The Body Shop is known for its ethical stances, such as its refusal to
use ingredients that are tested on animals, its monetary donations to
the communities in which it operates, and its business partnerships
with developing countries.
4. The
Competition
The Body Shop lost market share in the late 1990’s
to product-savvy competitors that offered similar
cosmetics at lower prices. The main competitors are
H20, Sephora, Bath and Body Works, and Origins.
5. Research Results
Research showed that women appreciate The Body
Shop for its ethical standards. They are pleased by
companies with green actions, not promises. The
research proved that The Body Shop has been put
on the back burner in many people’s minds:
overcrowded by newer, fresher Brands.
6. The
Problem
The Body Shop has used safe and
timid advertising over the last decade,
decreasing market share and brand
value. With the rise of new, more
natural and environmentally friendly
competitors, The Body Shop can no
longer stand behind being the
greenest or most natural.
7. The Solution
The Body Shop is the
originator of ethical beauty with
our actions speaking louder than
our words. This is the new direction
of The Body Shop. We will be a part
of different acts of kindness in big
cities. We will eliminate unwanted
graffiti, purify city air, and give the
customer an opportunity to be a
part of something good.
8. S.W.O.T. Analysis Opportunities
The Body Shop will emphasize it’s original positioning
Strengths of ethical beauty. Our target cares about the world and
The Body Shop as a brand is well liked for its ethical appreciates The Body Shop’s standards. We are going
standards and natural ingredients. to separate The Body Shop from it’s competitors by
focusing on ethical beauty and humanitarian issues.
Weaknesses
Due to increased transparency on the web, The Threats
Body Shop’s skeletons are easy to find. Competitors Over the last 10 years the market for natural organic beauty
are offering more natural cosmetics for lower prices. products have swelled. There is an emphasis on being small
Having the same “green message” as everyone else and local. This makes The Body Shop seem big and
puts The Body Shop in the back of many people’s minds. corporate.
9. Why Does The Body Shop has used rather safe and
timid advertising over the last decade,
Our Client decreasing market share and brand value.
Also with the rise of new, more natural and
Need to
environmentally friendly competitors, The
Body Shop can no longer stand behind being
Advertise?
the greenest or most natural.
10. What is the
The advertising will bring the Body Shop’s
reputation back to the top. It will help position
the Body Shop as a beauty store that has
Advertising a variety of unique and culturally rooted
ingredients. We will emphasize our values
Going to and bring natural elements to big cities.
The Body Shop will be an extension to the
Accomplish? community. We want people to know that The
Body Shop doesn’t just talk the talk,
it walks the walk.
11. Who Are We We will target existing customers as well as
Going to metropolitan women of all ages around the world.
These women agree with the humanitarian beliefs the
Connect With?
Body Shop stands for. More importantly, these women
want a product that makes them feel good inside and
out. They like products that satisfy their beauty
needs, are good for the environment, and support
good causes. Buying products that do positive things
in the world hits women’s altruistic buttons.
13. To a more
Beautiful World
For a world that has always been mistreated, The Body
Shop will dedicate itself to creating a more beautiful world.
We have always been about giving back to communities,
so now we are taking that ethos and introducing it to our
consumers.
As a global retailer, The Body Shop has, and will continue
to impact social and environmental issues through the
thoughtful use of its resources. By extending our mission
and bringing natural elements back into urban centers, we
will be able to achieve a truly beautiful world.
14. Outdoor
Ambient
We will place beautiful, life-sized bottels
with different ecosystems inside, in public
urban spaces. Each bottle will contain a plant that
provides a key ingredient to one of our
products. Those bottles will have “To a More
Beautiful World.com” etched onto the
15. Advertising
Pollution
We will pick visible billboards in areas
that are saturated with advertising and
plant those billboards so they grow into
picturesque green displays. As the plant
grows, the words would recede behind
the plants, creating a natural work of art.
16. Visual
Pollution
The Body shop will be behind doing
something beautiful and green for big
cities. Wherever there is unwanted
graffiti, The Body Shop will plant a
green wall, covering up visual pollution.
The green walls will establish curiosity
and drive viewers to check out
www.toamorebeautifulworld.com.
17. Seeds
of Change
A complimentary Wildflower Seed
Bag will be attached to every
product we sell. Consumers will be
encouraged to plant these seeds in
their communities.
18. The
Hidden Garden
The Body Shop is transitioning all of their
packaging to new organic biodegradable paper.
The real advantage of this is that it is infused with
wild flower seeds. Simply place the paper under 6
inches of soil and keep it moist. In just weeks you
will have your own personal garden.
19. The Girl Effect
The Girl Effect is a unique partnership opportunity for The
Body Shop. The Girl Effect is a new charity program that
funnels money through other girl-centered charities around
the globe.
This is why we have teamed up with them to create a one-
of-a-kind iphone protector. It will be made from 100%
recycled rubber and non-toxic dyes so that it maintains the
environmental standards of The Body Shop. All proceeds
will go to The Girl Effect.
20. To a More
BeautifulWorld.com
toamorebeautifulworld.com and bodyshop.com will direct
the user to one all-encompassing homepage. This website
represents all facets of The Body Shop in a new priority:
People, Planet, Product.
By re-aligning the website to match the values of the
company, The Body Shop shows its customers they are
buying more than a product, they are supporting a new,
sustainable, way of doing business.
21. Executions
Cover Flow
The Cover flow is a fun and beautiful way to browse
the ways The Body Shop is making the world more
beautiful. Clicking a page on the flow will bring up
a floating panel. That panel will show pictures and
descriptions of the project. If a Mini-Documentary is
available it will be embedded through YouTube.
22. Product Page
Each product page will demonstrate the true priority of The
Body Shop brand. Each product will have an explanation of
how its ingredients help the world. By showing the planetary
advantages before personal advantages, The Body Shop is
setting a new standard for cosmetics everywhere.
23. What’s New?
The Body Shop is committed to continuous innovation.
As we find new ways to make the world more beautiful,
the “What’s New” page will keep our friends up to date
on all our new ventures. This is also a great space for
conversations via Twitter Widget, Comments, and other
basic social media tools such as Share on Facebook.
24. We Are More
Than A Brand
The main focus of our campaign was to
extend The Body Shop’s values, not just to the
communities in need, but also to the communities
of our customers. Beautifying cities, purifying air,
bringing change and making the world more beautiful
are ways to demonstrate our ethics. This campaign
will help The Body Shop to position itself not just as a
beauty store, but as a store with great principles
that sustain our world and help the people.
