The Visual Strategy Guide

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Contents

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TABLE OF CONTENTS

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Brand Overview

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History Timeline

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New Vision

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Brand Verve

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Target Audience

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Visual Verve

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Current Competitions

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Adjacent Competitions

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Future Competitions

The Current Brand

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The Future Brand

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Brand Competitors

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THE CURRENT BRAND

The Current Brand

08 Brand Overview 10 History Timeline

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“The Body Shop Foundation is run by our staff and supports social and environmental activism. We don’t tend to support big agencies.” —Anita Roddick


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Brand Overview Founder | Anita Roddick Founded | 1976 Headquarters | Brighton, UK Products |

The Body Shop International Limited, trading as The Body Shop, is a British cosmetics, skin care and perfume company that was founded in 1976 by the late British environmental and human rights campaigner Dame Anita Roddick. In 1970, she visited “The Body Shop”, a shop in Berkeley, California, selling naturally-scented soaps and lotions. The shop, run by Peggy Short and Jane Saunders, used natural ingredients and helped to employ and train

Skin care, Cosmetics,

immigrant women. Six years later, in 1976, Roddick opened

Fragrances

a similar shop in the UK, also named The Body Shop. Her vision was to sell products with natural, ethical and sustainably sourced ingredients, with simple packaging. In addition, Anita promised that the ingredients used in her products were not tested on animals, were not synthetic, and long before the Fairtrade movement­–that they had been ethically sourced from ground-level growers rather than commodity brokers.


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History Timeline Save the Whales

Against Animal Testing

Save the Whales with Greenpeace is the

The company files suit

first major campaign that Anita and The

against a television

Body Shop launch.

program that claims it uses products that have

First Store Opens

been tested on animals.

The founder, Anita Roddick, opened

Order of the British Empire

the very first The Body Shop store on the 26th of March in Brighton, on the

Anita Roddick is awarded an OBE.

south coast of England. They sell natural ingredient cosmetics.

1976

1986 1984

1993

1988

1987

1990

More Stores Open

The Body Shop Foundation

The Body Shop goes

The foundation is a charity which

public with 138 stores in

funds human rights, animal and

operation.

environmental protection groups. Community Trade The first Community Fair Trade product for The Body Shop is a footsie roller, produced by Teddy Exports, a supplier in southern India. Thanks to trade with The Body Shop, the Teddy School opens in 1994, bringing an opportunity to educate the local children.


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Humane Cosmetics Standard

Our Future Vision

The Body Shop is the first international

Instead of just taking care of

cosmetics company to be recognized

one’s outward appearance,

under the Humane Cosmetics Standard

like using natural ingredients

supported by leading international

for skin care products, The

animal protection groups.

Body Shop plan to expand our natural ingredients initiative

The Founder Passes Away

from skin care to health based on the same goodwill.

Anita Roddick passed away at 64.

We will apply our fair trade practices in developing organic farms and markets.

1997

1996

2007

2006

2018­-now

2012

Against Animal Testing Campaign

The Body Shop Sold to L’Oréal

“Against Animal Testing” re-launch

The Against Animal Testing campaign

Roddick rather controversially sold

The Body Shop re-launch the ‘Against

gathers four million signatures–the

The Body Shop to cosmetics giant L’Oréal,

Animal Testing’ campaign in partnership

largest ever petition at the time–and

the same L’Oréal that continues to test

with Cruelty Free International.

delivers it to the European Commission.

new ingredients on animals.

In November 1998, the campaign leads to a UK-wide ban on animal testing on cosmetic products & ingredients.

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The Future Brand

16 New Vision 18 Brand Verve 20 Target Audience 38 Visual Verve

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“If you do things well, do them better. Be daring, be first, be different, be just.”

—Anita Roddick


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Our mission is to increase environmental awareness through a holistic approach to beauty and health.


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THE FUTURE BRAND

New Vision Pass on the idea of being force of good in business. Instead of just taking care of one’s outward appearance, like using natural ingredients for skin care products, The Body Shop will also explore the internal health of the body based on the same goodwill. The Body Shop will make effort on achieving the high quality requirements through strict quality control of food. In addition, The Body Shop will also cooperate with professional scholars and scientists to advocating zero pollution and eliminate genetic modification on all of its expansion.

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Brand Verve Inspiring | Businesses have an opportunity to do better. We hope to have the ability to inspire consumers with a positive and powerful perspective. Conscientious | We are responsible for what we stand for with an authentic mind and heart. We are accountable for all of our actions. Healthy | Not just taking care of one’s outer appearance, We plan to expand our natural ingredients initiative from skin care to health.


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Target Audience In order to determine The Body Shop’s competitiveness in the market place, we researched the persona by observing people associated with our brand. We identify our potential audience from diverse perspectives. The lifestyles of our audience allow us to have a deeper understanding of the brand and how to be appealing to customers.

Main Persona Out of Persona

Consumerist Shopper

Naturalist Make-Up Artist

Economical Nature Lover


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Eco-conscious Shopper

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Health-conscious Mom

Environmentalist Advocator

Vegetarian Yoga Teacher

Night Owl College Student

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Main Persona

A Naturalist Make-Up Artist 36 | Male | Freelance Artist | Los Angeles, CA

Jason Cordova Jason is a native American who has been working in the make-up and skin care industry for several years. He has a 7-year-old child who has sensitive skin. Currently, he is a successful freelance make-up artist as well as a professional skin care advisor.


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Personal Traits Apart from working as a freelance make-up artist, he loves to share his personal experience about skin care or products that he recommends using on her blog. Having a child with a sensitive skin makes him choose skin care products carefully. He has a lot of knowledge about harmful ingredients in cosmetic products because she wants to be professional and accurate about what she shares on her blog. He loves to go to farmers markets, because He believes that healthy eating is also a way to keep beauty natural. He has a flexible schedule of working. Once he has time, he would love to spend time with her family and do outdoor activities. His wife will prepare vitamins for him everyday. They would go to gym regularly. He reads the magazines about makeup to absorb new ideas and take a look at new and interesting products.

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Main Persona

A Economical Nature Lover 42 | Female | Environmental Lawyer | Minneapolis, MN

Valentina Neta Valentina is a Mexican immigrant who works as a lawyer who cares a lot about environment. She is always caring and loves to help others. She has a simple but satisfied lifestyle.


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Personal Traits She cares about the environment a lot so that she works as a environmental lawyer even if it pays less than other lawyer jobs. She loves to use the products that have natural ingredients. When she can afford, she buys it. She cooks by herself because she has to be mindful of her monthly costs, and it also is a way to stay healthy. She just starts to learn how to plant some organic ingredients in her backyard. Everyone in her neighborhood who knows Valentina considers her as a caring and supportive person. She plans to join the organization running the local farmers market to help promote organic farming. She sometimes organizes a group of people to recycle in the neighborhood.

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Main Persona

A Eco-conscious Shopper 28 | Female | Newspaper Editor | San Francisco, CA

Hamamoto Misato Hamamoto is a Japanese immigrant who works for a newspaper in San Francisco. She has a regular routine daily to keep good health and tries to be minimalist in lifestyle.


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Personal Traits She takes environmental protection seriously, because she thinks it’s everyone’s duty and should start from small steps from each of us. She never buys plastic bags when she goes shopping. She always remembers to carry one recycle bag with her. She uses products that are reusable. She grabs a cup of coffee everyday before work. She has a good habit of using her own reusable coffee cup. She always buys groceries in small portions, so that she is less likely to waste them. She checks the ingredients list to make sure there are no harmful components to the environment before she buys the products. She would be happy to share tips with her friends on protecting the environment and encourage them to do it.

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Main Persona

A Health-conscious Mom 32 | Female | Full-time Mom | Chicago, IL

Samantha Lee Samantha is original from Taiwan and married to an American. She moved to the United States 6 years ago. They have a 5-year-old child. She loves her family so much that she takes good care of them and is very serious about living healthily.


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Personal Traits Apart from taking care of her child and husband, in her free time, she loves to join some events that is aiming for environmental protection. She usually goes to the organic food markets for grocery shopping, even if they are more expensive than regular markets. She always makes choices based on what is better for her family’s health. She cares about the ingredients of the products that are related to skin, because her child has sensitive skin. She would like to plan a small trip sometimes with her husband to have a chance to get close to the nature. To have a balanced and healthy lifestyle, she prepares three meals for her husband and child almost everyday. She is not a blind shopper that easily believes commercial messages. She makes sure first hand whether their claims are true. She eats vitamins everyday and reminds her family to take them in order to balance their health.

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Main Persona

A Environmentalist Advocator 48 | Male | College Professor | Denver, CO

Jayden Fields Berton is a professor who specializes in social science at the University of Colorado, Denver. He has a wife and a high school daughter. He cares a lot about environmental issues.


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Personal Traits He likes the books about sustainable development in order to keep himself updated toward the news to be resourceful while seeing things in different angles. He leads students activist group in college to promote the importance of environmental protection, because he wants to start to increase eco-consciousness from college. He would help his wife and daughter recognizes brands that are healthy and pollution free. He is very passionate about what he does for a living. He is very serious about the habit of recycling at home. He wouldn’t use disposable tableware when taking out from a restaurant. He brings his own utensils. Sometimes he gives speeches about the importance of environmental protection.

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Main Persona

A Vegetarian Yoga Teacher 24 | Female | Yoga Teacher | Brooklyn, NY

Zohana Parikh Zohana is of Indian descent and who grew up in Brooklyn. Currently, she is a yoga teacher. She started to be a vegetarian last year. She has a dog and she is an animal rights person. She cares about the issues about animal protection.


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Personal Traits She exercises regularly to keep her body in good shape. If She has time, she prefers to cook at home everyday. She seldom eats fast food. She walks her dog everyday in the park in the early morning. She meets many people who also love animals in her neighborhood. She loves to read articles or to watch TV programs promoting good health. She cares about what kinds of food can provide enough protein for her, because she is a vegetarian. She joins the petition signatures to present to the UN General Assembly in an effort to end animal testing. She always shops in organic markets even they are more expensive.

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Out of Persona

A Consumerist Shopper 25 | Female | Fashion Designer | Boston, MA

Hae Min Kim Hae Min is a fresh graduate from a fashion design school in Korea. She came to the United States to pursuit her master’s degree. She loves fashion and shopping.


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Personal Traits She always pays attention to new fashion and new make-up products. She is not mindful enough to look into the safety of ingredients. She is easily be drawn by the visual value of a commercial. She seldom cares about the issues around the environment or society. Sometimes she is kind of wasteful. She eliminates products she just brought to get a new one. She loves animals but she doesn’t put too much effort in helping them. She doesn’t care about eating organic food. She cares more about the price. She cares more about saving money to buy clothes. She seldom wears the same outfit everyday.

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Out of Persona

A Night Owl College Student 19 | Male | College Student | Pittsburgh, PA

Zack Hensley Zack is a freshmen in college whose major is game design. His mom always worries about whether he takes good care of himself or not. He is passionate about designing games.


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Personal Traits He has a great passionate for game design. He usually spends a lot of time on it and loses track of time. He never cares about choosing skin care products. He always uses brands that his mom used to choose for him. As a student, he always chooses to buy food at a discount supermarket. He would rather save the money than choose healthier or organic food. He is aware of the importance of environmental protection, but he doesn’t take any practical step to carry out. He likes to stay at home more than going outdoors. He usually stays up late playing video games. He forgets to bring the recycle bag and asks for plastic bag when he shops for groceries very often.

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Original Visual Verve The original The Body Shop was much more hippie style when it first came to California.

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Current Visual Verve The current brand is much more mainstream mall style.

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Future Visual Verve The future brand is a modern and organic style which is also getting back to the original touch.

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BRAND COMPETITORS

Brand Competitors The purpose of exploring brand competitors is to make The Body Shop identity clear and thorough. In this process, we found the competitors in three different breakthrough point, which are current competitors, adjacent competitors, and future competitors. Through this stage, we can identify what we need and to have better understanding of relevant industry.

48 Current Competitions 50 Adjacent Competitions 52 Future Competitions

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“There is no scientific answer for success. You can not define it. You have simply got to live it and do it.”

—Anita Roddick


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Current Competitions The Body Shop is a great crueltyfree alternative, which against animal testing and care about nature value. In this direction, we search 10 of skin care or makeup brands which are also value the same points.

THE VISUAL STRATEGY GUIDE

Nature’s Gate

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Beauty Without Cruelty

Inspired by the eco-conscious

It has a full line of cruelty-

consumer and the Mother

free, vegan skin, body, and

Nature. Nature’s Gate offers

hair care products made

a cohesive line of holistic

with natural ingredients and

beauty products from hair

aroma-therapeutic essential

to toes.

oils, and color cosmetics.

Pacifica

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Body Crystal of California

For vegan and cruelty-free

Body Crystal of California

makeup products, shop

is a vegan and cruelty-

Pacifica for all of your skin

free company. They sell

care, makeup, hair, nail

animal-free, all-natural body

polish, fragrance and body

splashes, fragrances, and

product needs.

deodorant stones.


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LUSH

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NYX

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RMS beauty

LUSH is a powerful beauty

NYX remains cruelty-free

A established green ans

brands. They convince most

despite their acquisition

organic makeup brand

people that they make totally

by L’Oreal. It’s a good quality

offering minimalist makeup.

natural products. They

drugstore makeup brand,

Their range mainly consists

dedicated to green policy and

offering highly pigmented

of versatile paint pot, like

against animal testing.

products in both natural

items for face, cheeks, lips,

and bold shades.

and eyes.

e.l.f.

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W3ll People

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Gabriel Cosmetics

They sell professional

This is one of the top green

This brand is 100% vegan

makeup and beauty products

makeup brands. Everything

and Leaping Bunny-certified.

that are affordable for

is free of petrochemicals,

They also own ZuZu Luxe.

any budget and Cruelty-free.

artificial preservatives. Their

Both of these lines are

brushes are also synthetic

natural and paraben-free.

and cruelty-free.

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L’Occitane

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Prose

L’Occitane is an international

Prose is dedicated to making

retailer of body, face,

fresh, customized hair care

fragrances and home

from natural ingredients in

products based in France.

the US.

Kiehl’s

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Melaleuca

Kiehl’s LLC is an American

Its mission is to improve

cosmetics brand retailer that

our environment with

specializes in premium skin,

non-toxic, home-cleaning

hair, and body care products.

products that are safer for your home and allow you

Adjacent Competitions In this process, we identify other brands in two ways: The brands that are in skincare or makeup industry but not be cruelty-free or Eco-friendly related. And, the brands that are not about skincare or makeup but also aiming for eco-friendly. This is a stage that helps us to see things from different angles and to broaden our vision.

to live clean without the hazards of harsh chemicals.


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Sephora

BRAND COMPETITORS

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Dr. Bronner’s

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EO Products

Featuring nearly 300 brands

Dr. Bronner’s is the top-

An essential collection of

along with its own private

selling soap in the U.S.

natural bath, body, skin, and

label, Sephora offers beauty

natural marketplace. They

hair care products made

products including cosmetics,

committed to making

with active botanicals and

skincare, body, fragrance, nail

socially and environmentally

always scented with pure

color, and haircare.

responsible products

essential oils.

of the highest quality.

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Patagonia

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Burt’s Bees

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Alvarado Street Bakery

Patagonia isn’t just known for

Burt’s Bees is an American

Alvarado Street Bakery

their durable outerwear; they

personal care products

has been a leader in healthy,

are also a major proponent of

company that markets its

organic whole and sprouted

the Go Green movement.

products internationally.

grain baked products for

They make products for

more than 20 years, supporting

personal care, health, beauty,

sustainable agricultural and

and personal hygiene.

business practices.

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Whole Foods Market

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Sprouts Farmers Market

Whole Foods Market Inc.

It’s a neighborhood grocery

is an American supermarket

stores offer thousands

chain that specializes

of natural, organic & gluten-

in selling organic products.

free foods. Discover fresh produce, meats, vitamins, supplements & more.

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Future Competitions For exploring the potential of The Body Shop in the future, we did more research on the possibilities that our brand could expand. For the new directions, we are focusing on health towards personal care to environmental care.

Bluebonnet

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Alternative Apparel

A Texas-based supplement

Alternative Apparel is a leader

manufacturer, Bluebonnet

in eco-friendly production of

offers a little bit of everything

clothing, from their use of eco-

when it comes to your health,

fleece for jackets to organic

including a wide selection of

cotton in tanks.

vitamins and minerals.


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Cascadian Farms

BRAND COMPETITORS

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The Plant Cafe Organic

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Apple Gate

Cascadian Farms is one of

Serving local organic food

They produce natural and

the country’s leading brands

and ethical raised meats

organic meats, cheese and

of organic foods. It produces

in support of health and a

frozen products without GMO

healthy frozen vegetables.

more sustainable planet.

ingredients and the source our meat from farms, where animals are treated with care and respect and are allowed to grow at their natural rate.

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Seventh Generation

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Big Bear Natural Foods

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Green Chef

It’s an American company

Big Bear Natural Foods

Get healthy and flavorful

that sells cleaning, paper, and

is a natural food market with

meal kits delivered to

personal care products. They

a focus on providing our

your door. Green Chef is all

distributes products to natural

communities with healthy,

about eating and living

food stores, supermarkets,

natural, and organic choices

green. The ingredients are

mass merchants.

for food at an affordable price.

sustainable and delicious.

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Move to the Next Phase

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MOVE TO THE NEXT PHASE

The Visual Development Guide In this first book, The Visual Strategy Guide, we researched for the history and future possibilities to have a full understanding of The Body Shop. Next phase, in The Visual Development Guide, we will start to create our new logo for our first step in re-branding.

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Colophon This book is a noncommercial project for educational proposes and is not intended to represent The Body Shop brand. Designer Christine Wang Class GR604 Nature Identity Instructor Hunter Wimmer Photography Unsplash.com, iStock Software Adobe Creative Cloud Typefaces Caecilia Tisa Sans Binding & Printing Blurb.com

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