The Body Shop has appointed agencies Together, Mother, and One Green Bean and Forpeople in a bid to rejuvenate its image and place a greater focus on its brand activism.
The three agencies will have different roles under the brief: Mother will oversee the company’s brand and creative strategy, forpeople will manage brand identity, global retail and packaging design, and One Green Bean will look after The Body Shop’s global PR and creative delivery.
Working together the agencies will offer an omnichannel experience with online and offline interaction being encouraged. Conversations will be created on social media while in-store the brand plans to create activism spaces.
Lionel Thoreau, Global Brand Director at The Body Shop,
said: “We are moving into an exciting new phase at The Body Shop. 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.
“We want to inspire them to join us as activists generating positive change for causes that matter, and we firmly believe that Mother, One Green Bean and forpeople are the ideal partners to help us do that.”
As part of the campaign staff will be encouraged to engage with consumers and promote The Body Shop’s causes through learning and engagement while a new store design is set to be rolled out later this year. The design is hoped to better connect its staff and consumers with its social causes.