The Body Shop appoints agency trio for brand purpose
Cosmetics and skincare brand The Body Shop has brought on Mother, One Green Bean and forpeople to support it in its mission to bring new life to the brand and implement a strategic plan for activism.
The diverse agencies will handle different aspects of the brief - Mother will handle The Body Shop's brand and creative strategy; One Green Bean will be responsible for global PR and creative delivery; while forpeople will manage brand identity, global retail and packaging design.
The resulting campaign will take the form of a multi-channel strategy, encouraging interaction both online and offline. There is also a plan to create provocative conversations via social media, as well as creating activism spaces within physical stores. Staff will be encouraged to campaign for The Body Shop's causes, bringing customers in through learning and engagement to add numbers to their social campaigns.
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."