THE BODY SHOP CARLA CHICHARRO ISHITA DHIRAWANI
INTEGRATED COMMUNICATIONS DESN 5230M 2013-2014 MIKE SHEEDY
RESEARCH background ?hng]^] [r :gbmZ Kh]]b\d bg *20/% Ma^ ;h]r Lahi bl ma^ hkb`bgZe gZmnkZe Zg] ^mab\Ze [^Znmr brand. All of their products are animal cruelty free and vegetarian. They were the first international cosmetics brand to be recognised under the Humane Cosmetics Standard. The Body Shop believes in fair trade, has long been a force for positive social and environmental change and have their own charity; The Body Shop Foundation. They want to be relevant for the future with their own unique visual identity that reflects their DNA – a creative, intelligent, pioneering, rule breaking, law changing, original and true beauty brand.
problem analysis The Body Shop wants a new visual language for their brand communications that reflects their pioneering spirit within the beauty industry and as a forward-thinking British brand. Ma^r o^ ZepZrl nl^] pbg]hp ihlm^kl Zg] phk] h_ fhnma mh ikhfhm^ ma^bk ikh]n\ml Zg] [kZg] Zg] therefore, the challenge is to expand from there to form a new visual communication style. Our work has to enclose their brand identity and values: quirky tone of voice, product efficacy and premium beauty credibility.
brand benefits - Multi-channel opportunities: Franchise stores in over 60 markets worldwide and an expanding business model that includes e-commerce sites, travel retail and selective wholesale. & IZkm h_ ma^ E HkÂŽZe `khni3 Hiihkmngbmr mh `khp% ^qiZg] Zg] aZl fnemb\nemnkZe m^Zfl' - Their CSR is engraved in their DNA and overall business model: - Against animal testing - For trading fairly - Campaigns on their five core Values: Support Community Fair Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet - Own a charitable foundation.
Product benefits -
Products made with raw ingredients from artisan farmers and traded fairly. Not animal-tested 100% vegetarian and less chemicals on their products Smell like natural products
target RESEARCH Who are they? MILLENIALS / GENERATION Y 16-24
11.9%
25-34
13.4%
7,519,015 8,466,790
25.3%
TOTAL POPULATION IN 2011: 63,185,000 People between 18-34 represent aproximately 25.3% of the UK Population
What are they like? Beauty enthusiasts who are looking for an AMBITIOUS FAST MOVING CONFIDENT aspirational brand they can believe in. Who want a brand they can trust to deliver FLEXIBLE QUESTIONING DEMANDING a sensorial product experience, be FAMILY FOCUSED OPTIMISTIC TECH SAVY transparent in their business ethics and embody their own values. BELIEFS & ETHICS “EXPERIENCE CULTURE” GREEN Primarily female, but not exclusively.
insights A single model of what it means for women to be in control of their body is giving way to multi-faceted, multicultural models.
“I LIKE BRANDS THAT MAKE ME FEEL GOOD ABOUT MYSELF.” “I LIKE BRANDS THAT HAVE THE SAME BELIEFS AS I DO.”
Increasing numbers of consumers are taking an interest in making ethical and environmentally friendly choices “I CONSUME NATURAL AND ORGANIC when it comes to shopping and investments. PRODUCTS. The organic and Fairtrade markets are well established “I WORRY ABOUT ENVIRONMENTAL, and growing. SOCIAL AND ANIMAL-RELATED ISSUES.”
motivations for choosing the body shop products -
Trendy Green brand Best natural ingredients Fair trade welfare Helps with other environmental and social causes
mARKET RESEARCH market size UK Sales of Ethical Cosmetics by Value (£m), 2008-2012
200
£570m
£528m
300
£473m
400
£486m
500
£566m
600
Ethical cosmetics is generally a vulnerable sector during times of economic crisis because of the higher price tages but they have a loyal customer base.
100 0
The wider availability of ethical cosmetics has boosted sales, as it is now easier to purchase such products.
2008 2009 2010
2011
2012
consumer trends Attitudes towards animal testing 60 50
55.5%
33.6% of respondents check regularly to ensure the cosmetics they buy are not tested on animals, while 10.9% do so ocassionally.
40 30 20
33.6%
17%
10 0
10.9% Regularly
Ocassionally
Never
83%
1, h_ Ma^ ;h]r Lahi l k^`neZk \nlmhf^kl lZr maZm they choose retailers who take social and environmental issues seriously.
Respondents who check that their cosmetics are not tested on animals (% of respondents), July 2013 Ages
Social grades A
16-19 5.2%
E
9.9% 20-24 17.5% 25-34
B
2.6%
D
17%
13% 12.5%
30% C1
25% C2
competitors Who are they? E HK¡:E
Bg ma^ r^Zk ^g]bg` ,*lm =^\^f[^k +)*+% E Hk®Ze !ND" Em] k^\hk]^] Z mnkgho^k h_ {1,1'-f% Zg increase of 5.8% on the turnover of £792.3m recorded in the previous year, which, in turn, was a 2.3% increase over the turnover of £774.5m declared the year before that. In the year ending 31st =^\^f[^k +)**% E Hk®Ze k^\hk]^] Z ik^&mZq ikh_bm h_ {*))'.f% pab\a bg\k^Zl^] [r **'0 ma^ following year to reach £112.2m.
PROCTER & GAMBLE
For its financial year ending 30th June 2008, Procter & Gamble (Health & Beauty Care) Ltd recorded a turnover of £19.3m, compared with £57.6m in the previous year.
BOOTS UK
In the 12 months ending 31st March 2013, Boots UK Ltd registered a turnover of £6.2bn, a decrease of 2.4% from the previous year, when turnover was £6.35bn. Additionally, this was down on the previous 12 months, when turnover was £6.37bn, indicating 2 years of falling turnover for the company. Pre-tax profit rose from £220m in the year ending 31st March 2011 to £240m the following year, and again to £452m in the year ending 31st March 2013.
LUSH COSMETICS
In the 12 months ending 30th June 2013, Lush Cosmetics Ltd registered a turnover of £362.9m, an increase of 11.3% over the previous year, when turnover was declared at £326m. This, in turn, was a 19.8% increase over the previous year. The company recorded a pre-tax profit of £21.9m in the r^Zk ^g]bg` ,)ma Cng^ +)*,% Z _Zee h_ */', _khf ma^ ik^obhnl r^Zk l {+/'+f'
SUPERDRUG
In the 12 months ending 29th December 2012, Superdrug Stores PLC registered a turnover of £1.02bn, down slightly from a turnover £1.05bn in the 53-week period ending 31st December 2011. The turnover between 2010 and 2011 was unchanged, at £1.05bn. Superdrug Stores PLC moved from a pre-tax profit of £5.5m in 2011 to a pre-tax loss of £4m in the year ending 29th December 2012.
BATH & BODY WORKS They announced sales results for february and year to date ended March 2013. For the month, the company reported comparable store sales increase 4% against 6% a year ago. For the year to date ended March 2013, the company reported comparable store sales increase 2% against 6% a year ago.
Sources: HUGHES, K. 2014. Toiletries: Market Report Plus 2014. 26th Edition. Key Note. BAXTER, J. 2010. Cosmetics & Fragrances: Market Report Plus 2010. 23rd Edition. Key Note.
media analysis IN-‐STORE PROMOTIONS & window display
social media They use their social networks to publish make-up tutorials, body and skincare advice, their brand ambassadors “The Heartmakers”, vloggers and bloggers that use their products, benefits about their products and their adverts and social campaigns.
word of mouth Bm l ma^bk fhlm ihp^k_ne Zg] nl^] _hkf h_ Z]o^kmblbg`'
BEAUTY BLOG +
strategy/concept strategic objectives Our main strategy is to emphasize on the “fruity” fragrance which is a trademark quality of all The Body Shop products. Body Shop products have a very distinct smell and we decided to play around with that and also make that our Unique Selling Proposition (USP). Our objective was to remind our target audience about this feature of The Body Shop products.
proposition “IT SMELLS SO GOOD, IT MAKES ME WANNA LICK IT!” We decided upon this proposition since most of the Body Shop users bought their products because of the tempting fragrances more than anything else. It is what makes its products very different from the competetors.
human truth Since Body Shop specialized in Fruity fragrances, we took the liberty to play with the smell and taste factor. The human truth is that if we smell something good, it makes us want to taste it (especially when the smell is related to food). Hence, we picked this aspect and came up with our USP and headline which is “It smells so good, it makes me wanna lick it”.
creative concept Since our USP was about smell and taste, we initially wanted to show people licking each other signifying that The Body Shop products smell so good, it makes you want to lick it off someone elses [h]r' ;nm p^ k^Zebs^] maZm mabl \hg\^im phne]g m _bm pbma Ma^ ;h]r Lahil [kZg] oZen^l Zg] a^g\^ p^ dropped that concept. Our basic concept revolved around people licking themselves which could be percieved as both funny or disgusting. We decided to have our models make funny faces and make it look fun and quirky. Our social message poster played around the idea of “sticking your tongue out”. Since our entire campaign was about about licking yourself, we played around with that pun and created “Stick your tongue out to Racism”. Our social campaign was about diversity and “stick your tongue out to rascism” so as to mock it and be against it. Our smartphone app also relates to the social campaign and the idea of sticking your tongue out. By taking a selfie with your tongue out, it will give you a new flavor (2 The Body Shop flavors combined) and the users will be able to participate in our social media campaign, share it on their social media websites and get their new flavor samples in their nearest retail store.
idea generation 1. GEOLOCALIZED & AUGMENTED REALITY APP We thought that the best way to change The Body Shops communication was to create an app that worked with two innovative technologies that would get their target audience to ma^bk lmhk^l' Ma^ Zii phne] ghmb_r ma^ nl^kl pa^g ma^r k^ g^Zk Z k^mZbe lmhk^ makhn`a Z pop-up that would include a message about discounts in the store. Once they click on the message, the app would ask the user to use the camera of the phone (through the app) so that the app could guide them to the store. The user would then see footsteps on the floor that would lead to the nearest store. After re-reading the brief, we discovered that the app would be a secondary form of communication and that the most important thing were the posters. Therefore, we discarded the app and thought more about the posters. 2. POSTERS WITH PEOPLE BITING EACH OTHER We knew that the best asset of The Body Shop products was the smell and thought we aZ] mh mZd^ Z]oZgmZ`^ h_ bm' MaZm l par p^ mahn`am h_ lahpbg` i^hie^ [bmbg` ^Z\a hma^k because it smells so good it makes you want to eat it. We thought of having sensual images of people biting each other, for example, a man biting a womans neck because la^ l p^Zkbg` Ma^ ;h]r Lahi l pabm^ fnld i^k_nf^' ;nm Z_m^k mabgdbg` Z ehm Zg] ]bl\nllbg` bm pbma hnk mnmhk% p^ k^Zebs^] maZm bm ]b]g m _bm pbma Ma^ ;h]r Lahi oZen^l' Ma^r ]hg m l^ee ikh]n\ml% ma^r l^ee ma^ [^g^_bml h_ ma^ ikh]n\ml Zg] if we were showing something sensual, we were saying that the benefit was getting noticed by a man. 3. POSTERS WITH PEOPLE LICKING EACH OTHER We thought that having people licking each other would be something funny and quirky, lbfbeZk mh Ma^ ;h]r Lahi l b]^gmbmr' ;nm Z_m^k `bobg` bm Z ehm h_ mahn`am% p^ mahn`am maZm The Body Shop defends individuality, independence and freedom. Therefore, we thought that the best way to communicate the smell benefits was to have someone lick himself instead of having someone else lick them. 4. POSTERS WITH PEOPLE LICKING THEMSELVES, SOCIAL CAMPAIGN AND APP Once we thought of the idea of showing people licking themselves, the idea of the social \ZfiZb`g \Zf^ mh nl bglmZgmer' Pa^g rhn lmb\d rhnk mhg`n^ hnm mh lhf^mabg`% rhn k^ dismissing that person or concept. We wanted to communicate this with our racism campaign by showing people from different ethnicities sticking their tongues out. After defining the social campaign, we thought of creating a social media campaign that combined the idea of mixing two flavours (against racism) and having to go to the retail stores: “Create your flavour� campaign and The Body ShApp. The Body ShApp includes product range information but it also includes the #TBSselfie that generates a new flavour combining 2 The Body Shop flavours. With the new flavour they can enter the contest, share them on their social networks and get a free sample in the nearest retail store.
tone of voice The tone of voice we picked for this idea was fun and quirky. We wanted people to be able to relate to the ads and have a little laugh over it. Body Shop is a quirky brand hence we wanted to continue that characteristic and also try and add the social campaign with the quirky tone.
media planning PRINT MEDIA We had 4 A3 posters for each product of The Body Shop, ie. Color crush lipsticks, Drops of youth face cream, The Body Shop Body Butter and the White musk perfume. We also had 1 poster for the social campaign of The Body Shop which was about Racism. We followed the brief of d&ad and also think print media around different cities of the UK and in areas that are near retail stores is very effective for the brand. OUTDOOR MEDIA The Body Shop has always done window displays and posters in their retail stores. We wanted to take that concept to a next level and not only place posters around cities but also have bus panels in local buses. The brand would gain in presence and visibility and our target audience, who usually takes public transportation, will be reminded to go to their nearest The Body Shop retail store. DIGITAL MEDIA Mobile Application- “The BodyShapp” We created a Mobile App called the “The BodyShapp” which would enable the consumer to register and sign in to the portal and enjoy alot of different benefits. Inside the app, they will find the entire The Body Shop Range making it easy for the consumer to pick which product they like and discover their benefits and product information. The app would also help the user locate the nearest retail store through a geolocalized map. Although, the main feature about this app would be the #TBTSELFIE. The user has to take a picture of herself sticking her tongue out and the app will automatically generate a new personalized flavour based on her looks and style. The user can share this new flavour on her social networks, enter the flavour in our social media campaign and/or claim samples with the new flavour in her nearest retail store. Therefore, users will not only engage with the brand through their stores but they will also do it online, through social media. The best flavour of the promotion will be chosen to produce a new flavour that will be sold in all stores of The Body Shop and the profits on that product will be given to charities that fight against racism.
final visuals a3 posters -� print media
Drops of Youth Nutriganics
White Musk Perfume
Color Crush Lipsticks
Body Butter
bus/ BUS STOP panels
SOCIAL CAMPAIGN
We decided to have people from all around the world- U.K, Africa, Greece, India, Taiwan stick their tongues out to Racism. This idea acted as a pun to the whole “It smells so good, it makes me want to lick it” campaign. People could participate in the “create your own flavour” contest by logging on to the Body Shop website or downloading The Body Shapp.
mobile app