Body Shop campaign goes back to ethics positioning

by Jemima Bokaie, Marketing 19-Aug-08, 10:15

LONDON - The Body Shop has unveiled a fresh global positioning for its first major marketing campaign designed to re-establish its ethical heritage after its takeover by L'Oreal.

The 'Nature's way to beautiful' campaign carries details of the brand's manifesto and uses the lines 'In business we play fair', 'Hand selected naturally' and 'Less packaging, more beautiful'. The activity, which also spans direct marketing, is the first work for the brand by Leagas Delaney.

It coincides with the launch of Wellbeing, a range of beauty products showcasing how natural ingredients act on emotions. Ads to support the range use lines including 'Get your grrr back' and 'Sleep like a babe'.