Changemaking Beauty
Services
- Brand blueprint
- Strategic brand behaviours
- Cross-company engagement
“Beth helped our cross-functional senior leadership team to radically rethink our brand strategy to point the business as a new generation, encouraging us to use our entire business as a canvas to enact our vision.”
Lucie Cohen, Global Brand Director
The project
Under new leadership, The Body Shop was under pressure to deliver a major global brand rejuvenation and repositioning.
We supported The Body Shop’s global brand leadership team to look back into the brand’s powerful history, as well as out, into the future of the category, to reimagine the way the brand show up for, and serves, a new generation of strongly values-driven, activist-minded youth communities across 80 global territories.
A welcome return to the fire and fury of the early days of The Body Shop.
Brand blueprint: an ambitious re-imagining of the brand’s strategic foundations and core values. Brand platform: a new organisational vision, attitude + culture-facing brand platform. Brand behaviour: a fresh set of key acts, gestures, deeds and behaviours to enact the refreshed vision and values. Brand growth model rebuild: a reimagining of the global marketing model to allows the brand to become dramatically more culturally-observant and culturally-responsive. Cross-company engagement: a programme of education, embedding and scenario planning across the global brand, product, and activism teams.