THE WHAT? Natura &Co-owned The Body Shop has appointed FCB Brasil as its agency of record, according to a report published by Ad Week.

THE DETAILS The ethical beauty brand chose FCB from three shortlisted candidates; the agency is charged with creating and implementing campaigns and overseeing strategic planning from this month onwards.

THE WHY? The move is said to be part of the activist beauty brand’s wider mission to return to its roots as a campaigning force with purpose. Paula Andrade, VP, Retail at Natura &Co said in a statement, per Ad Week, “For the brand’s current phase, we need to find new ways to tell and leverage these stories and that’s where FCB comes in, with all its expertise and creative quality, to deliver these messages to our consumers in a relevant way and grow this network together.”

Added Ricardo John, CEO & CCO, FCB Brasil, “FCB identifies with the activist vein, and with the challenge of developing ideas capable of creating behaviors without compromising the business vision.”