Time for a make-over
Once one of the UK’s most successful brands, The Body Shop’s fortunes waned after the mid 1990s. While its ethical roots became blurred by growth, many new, similar ‘ethical’ brands were eroding its market share.
Having been asked to help redefine the brand’s values and completely revitalise its look and feel, we worked on the entire rebrand, from the new identity, brand guidelines, interiors and signage to consumer and corporate marketing, direct mail, POS and training manuals. We also redesigned the ‘Love Your Body’ loyalty scheme, and worked on a new internal comms campaign.
2.1 million loyalty cards were sold across 16 countries by the end of the year after the relaunch of the ‘Love Your Body’ loyalty programme, making a significant impact on the average transaction values in store.