Backstory
Founded by Anita Roddick in 1976, The Body Shop is the original ‘natural and ethical beauty’ brand. All of their products are animal cruelty free and vegetarian. They were the first international cosmetics brand to be recognised under the Humane Cosmetics Standard. The Body Shop believes in fair trade, has long been a force for positive social and environmental change and has their own charity; The Body Shop Foundation. They want to be relevant for the future with their own unique visual identity that reflects their DNA – a creative, intelligent, pioneering, rule breaking, law changing, original and true beauty brand.
Problem Statement
They lack a solid visual identity that can potentially attract new young users.
Primary Target Audience
Demographics
18-35 y/o
All races
Female
Middle to higher income classes
LIves in Suburban and urban
Psychographics
Beauty enthusiasts who are looking for an aspirational brand they can believe in.
These are people who want a brand they can trust to deliver a sensorial product experience.
They want their brand to be transparent in their business ethics and embody their own values.
Advertising Objective
To create a new visual language for their brand communications that reflects their pioneering spirit within the beauty industry and as a forward-thinking British brand.
Idea and concept
Utilize holidays to create a brand new image for body shop. Campaign during new year month. We utilize the new year to let people know that we’re giving our brand a new look. It’s sort of like ‘new year new me’ or ‘new year’s resolution’.
Execution
Digital Billboard.
We chose digital billboards because these are commonly found in urban areas where our target audience live and also digital billboards can also be found inside malls.
In store window posters.
This medium is a mandatory from the D&AD brief, but also body shop has been consistently putting up window poster in all of their shops.
Social media (IG Story)
To target the younger audience instagram is probably the best place to do it, especially our competitor Lush recently disconnected from all of their social media platform.
Pop up ads on online shopping website.
As mentioned before, more consumers are buying cosmetic products on online shopping website like shopee, lazada or even body shops website, so advertising on these online shopping platform will potentially attracts customer to visit the shop page and buy.
Transportation ads on LRT and MRT.
A large portion of our young audience will probably take public transport such as LRT and MRT to work or to study.
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