The Body Shop, one of the most consistent critics of traditional
advertising, has appointed Bean Andrews Norways Cramphorn and PHD
Compass to run its first advertising campaign .
The landmark move follows a competitive pitch last November, involving
an undisclosed number of agencies. It comes after the Body Shop severed
its ties last summer with St Luke’s, which had acted as a strategic
planning consultant for two years.
During its seven-month search, the Body Shop had always denied it was
planning a traditional ad campaign.
BANC and PHD Compass will work closely to produce the Body Shop’s first
branding campaign, using a multi-media strategy that embraces posters,
press and specialist media, but not television.
The Body Shop’s change of strategy is seen as an attempt to counter
recent negative publicity, including a disappointing trading statement.
It aims to justify a premium pricing for Body Shop products and to
establish a firm positioning in the market before the launch of Virgin
Touch, Richard Branson’s cosmetics range, later this year. Branson has
already recruited 20 Body Shop Colourings staff, including some
The Body Shop’s advertising will break in September and the approach
will focus on specific product areas, while also emphasising the Body
Shop’s distinctive personality. There will be a strong link between
media placement and creative strategy to obtain maximum impact on a
The Body Shop had hired St Luke’s in October 1994 with a brief to advise
it on using the Internet and ’unconventional’ TV advertising. However,
no tangible results of the relationship were ever revealed.
The Body Shop’s founder, Anita Roddick, said: ’We’ve something to say
about selling products that promote well-being and celebrate our
customers rather than debase them. We’re not afraid to campaign on human
rights and talk about our products. We’ve resisted the ordinary for 21
years, why stop now?’
Robert Bean, the BANC chairman, said: ’We’re delighted a company with a
progressive approach to communication has decided to work with us. We’ll
do our best to spread their word in ways even they didn’t think of.’