The Body Shop has brought on three new agencies, as it endeavours to rejuvenate its brand with a renewed focus on communicating its heritage as a pioneer of brand activism.
Together, Mother, One Green Bean and Forpeople will bring The Body Shop's purpose to life through an enhanced the omnichannel experience. This is a new strategy for The Body Shop, and the three do not take over from an incumbent.
The Body Shop has a history of brand purpose, but it seems to have lost its way a bit since it left the gaze of eco-pioneer founder Dame Anita Roddick and joined L'Oreal.
Now, it has been acquired by Natura & Co, which hopes to align The Body Shop with its commitment to generating positive economic, social and environmental change.
The new direction will see The Body Shop shout about its purpose-based heritage, and its commitment to business as a force of good, feminism and sustainably-sourced ingredients.
The three agencies have been brought on to drive this vision. Mother will lead brand and creative strategy and ATL development, One Green Bean will handle global PR strategy and creative delivery and Forpeople will deliver brand identity, global retail design and packaging design.
As part of the brand rejuvenation, it hopes to engage customers more in its activism, inviting them to get involved in provocative conversations, which will play out on social media.
It will also roll out new store formats that contain activism spaces designed to encourage conversation and action.
Store staff in 70 countries around the world will campaign and lobby for its social causes, encouraging customers to learn about key topics and join them in driving material and lasting change at both global and local levels.
The brand is also preparing to roll out a more engaging store design later this year, connecting customers and staff more closely to its social causes, as well as its array of ethical products.
Commenting on the new strategy and agency appointments, 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."