“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

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.

History of The Body Shop

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.

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.

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.

The Problem

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.

The Solution

Strengths

The Body Shop as a brand is well liked for its ethical

standards and natural ingredients.

Weaknesses

Due to increased transparency on the web, The

Body Shop’s skeletons are easy to find. Competitors

are offering more natural cosmetics for lower prices.

Having the same “green message” as everyone else

puts The Body Shop in the back of many people’s minds.

Opportunities

The Body Shop will emphasize it’s original positioning

of ethical beauty. Our target cares about the world and

appreciates The Body Shop’s standards. We are going

to separate The Body Shop from it’s competitors by

focusing on ethical beauty and humanitarian issues.

Threats

Over the last 10 years the market for natural organic beauty

products have swelled. There is an emphasis on being small

and local. This makes The Body Shop seem big and

corporate.

S.W.O.T. Analysis

The Body Shop has used rather safe and

timid advertising over the last decade,

decreasing market share and brand value.

Also 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.

Why Does Our ClientNeed to

Advertise?

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

a variety of unique and culturally rooted

ingredients. We will emphasize our values

and bring natural elements to big cities.

The Body Shop will be an extension to the

community. We want people to know that The

Body Shop doesn’t just talk the talk,

it walks the walk.

What is the Advertising Going to

Accomplish?

Who Are We Going to

Connect With?

We will target existing customers as well as

metropolitan women of all ages around the world.

These women agree with the humanitarian beliefs the

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.

What is the Single Most

Effective Message

We Can Give Them?

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.

To a more Beautiful World

Outdoor AmbientWe 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

Advertising PollutionWe will pick visible billboards in areas

that are saturated with advertising and

plant those billboards so they grow into

grows, the words would recede behind

the plants, creating a natural work of art.

picturesque green displays. As the plant

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.

Visual Pollution

Seedsof ChangeA complimentary Wildflower Seed

Bag will be attached to every

product we sell. Consumers will be

encouraged to plant these seeds in

their communities.

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.

The Hidden Garden

The Girl EffectThe 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.

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.

To a MoreBeautifulWorld.com

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.

Executions Cover Flow

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.

Product Page

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.

What’s New?

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.

We Are More Than A Brand

Account Planners

Rob Beason

Olga Kedik

Art Directors

Edward Tang

Billy Wirawan

Jezherel Platon