Marketing in the News- The Body Shop Encourages Women to be a Changemaker in New Ad

The Body Shop is a pioneer for brand activism. They were one of the first brands to have prohibited animal testing, and they have committed to environmental sustainability through packaging design, product sourcing, as well as being a certified B Corporation. As well as their environmental work, the brand also emphasizes empowerment, advocating for feminism, body positivity, and fighting inequality. The Body Shop is a brand that I have trusted and respected for their commitment to sustainability, so when I saw an article on Economic Times that featured their new ad campaign in India, I had to stop and read. 

The article is an overview of The Body Shop’s latest advertising video that was released in India to promote the brand’s new signature, “Changemaking Beauty”. It explains how the brand is embracing its mission to use business as a force for good, empowering women and girls to create positive change in the world. The article then outlines the impact of the campaign’s utilization of three influential women that speak to their life experiences. It states that when the unification of these inspiring figures is portrayed across The Body Shop’s locations in India and on their digital platforms, it inspires viewers to take part in the “fight for a fairer and more beautiful world” as per the brand’s intention. Finally, the article relays the words of vice president of Marketing e-commerce and product for Asia South, Harmeet Singh, as she describes the purpose of the campaign: “With this new communication campaign in India, we are shedding light on how every individual can be a Changemaker in their own way.”

The Body Shop’s manifesto begins with the phrase, “Your body is yours for life” which has come to embody all that the brand embraces. Their value proposition empowers customers as it suggests taking care of one's body in order to create the positive changes in the world that has become the brand’s purpose. The slogan sells their body products, while alluding to a sense of agency to act responsibly for the greater good. From sustaining the environment, to fighting inequality, promoting beauty in the world, and being an agent for positive change, The Body Shop’s motto delivers the whole purpose of the brand wrapped in a pretty package that inspires cust

omers and fellow businesses to buy into their mission.

 

As the company has based its brand around standing up against societal issues such as sexism, climate justice, body image issues, and countless others, it is constantly looking for ways to advocate for their cause. The ET article explores the intended impact of The Body Shop’s new Changemaking Beauty campaign, which was created to promote their social mission-driven business model. Rather than spending their advertising dollars on flashy displays crediting the actual products that they sell, The Body Shop created a video that allows three inspiring women to showcase their successes to empower viewers to do the same. While many companies are pivoting toward a more socially responsible mission, I haven’t seen many campaigns that don’t feature products. The Body Shop’s passion and dedication to their purpose shines in this campaign, allowing customers who are also struggling through difficult situations due to societal circumstances to connect with the brand on a personal level. This has not only resonated with customers' sense of purpose and personal responsibility, but has allowed the company’s brand personality and reputation to develop even further. 

With so many life altering events happening in the world, it is important for companies to take responsibility for their actions and recognize the influence they have to make change. The ET article described the impact of the Changemaking Beauty campaign effectively, showing me that even when the media has become oversaturated with meaningless ploys to bring in profit, there are still ways to communicate purpose and inspire viewers to do good in the world.

Read the ET article

Watch the Ad

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