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Who are we? Our Story The Vision Our Mission Our Values Enrich Not Exploit Positioning Tone of voice Logo Font Colour Image Guidelines Our Stores Products Our Consumer Sustainability Animal Testing Community Trade Communication
Who are we? Our founder, Dame Anita Roddick, began following her vision of a brand that could change the world for better in 1976. For over 40 years we’ve been rule breaking, never faking and change making. We now have over 3,000 stores in 66 countries and employ over 22,000 people who help us bring our unique blend of ethical beauty together with a sense of humour and serious purpose to the world. With the focus of using naturally sourced ingredients at the heart of our beauty products, we continue to stand up for what’s right by enriching our products, our people and our planet.
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YOU DO “ IFTHINGS WELL,
DO THEM BETTER. BE DARING, BE FIRST, BE DIFFERENT, BE JUST.
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Dame Anita Roddick, Founder of The Body Shop 06
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OUR STORY When our first store opened in Brighton in 1976, we knew we wanted to build an ethical brand which would be bigger than just a profitable business – we wanted to help positively impact the planet and do something good for the public. Since then, we have collaborated with a number of schemes and foundations to construct a fairer and more sustainable way of producing naturally sourced products to become a socially and environmentally responsible brand.
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1986
1976
The very first The Body Shop store opens on 26th March in Brighton, on the south coast of England.
1982
New shops are opening at a rate of two per month.
Save the Whales with Greenpeace is the first major campaign that Anita and The Body Shop launch.
1990
The Body Shop Foundation, a charity which funds human rights, animal and environmental protection groups, is established.
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1992
Our most famous product, the Body Butter is first launched, beginning with Mango.
1996
The Against Animal Testing campaign gathers four million signatures, leading to a UK-wide ban on animal testing on cosmetic products & ingredients.
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2002
The Body Shop runs a global campaign with Greenpeace International to promote renewable energy.
2003
The Body Shop helps to establish The Global Shea Alliance to improve shea production and drive greater benefits to the women involved in it.
Peter Saunders becomes CEO of The Body Shop. Anita Roddick is appointed Dame of the British Empire.
2013
After 20 years of campaigning, we celebrate a ban preventing the import and sale of animal tested products and ingredients in the EU. Jeremy Schwartz becomes CEO.
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2017
We launch our biggest campaign ever: Forever Against Animal Testing, which aims to end animal testing in cosmetics everywhere and forever.
2017
Launch of the World Bio-Bridges Mission, a commitment to re-wild some of the most threatened areas of the world by building 10 new Bio-Bridges by 2020.
THE VISION Enrich not exploit.
Our predominant aim is to make the world we live in a fairer, safer and more ethical community. In the past 40 years we have done a brilliant job of fulfilling this goal and we will ensure to continue increasing our environmental and social activism in years to come. Since the beginning, our vision for The Body Shop has been to: • Secure high quality ingredients that really work • Provide a sustainable income through a fairly traded relationship • Bring great products and inspiration to our customers Now, our current vision is more concentrated around evolving our new Enrich Not Exploit global commitment, focussing on three pillars: enrich our people, enrich our products and enrich our planet.
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OUR MISSION
A company with a difference.
Our mission includes dedicating our business to social and environmental change whilst ensuring it is ecologically sustainable: meeting the needs of the present without compromising the future. We meaningfully contribute to local, national and international communities in which we trade carefully, honestly and fairly. Another aspect of our mission is to passionately campaign for the protection of the environment, human and civil rights, and against animal testing within the cosmetics industry.
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OUR VALUES
Support Community Fair Trade. Activate Self Esteem. Defend Human Rights. Against Animal Testing. Protect the Planet. We are consistently influenced by these values in everything we do, from product development to our supply chain and dealing with customers. We feel these fundamental principles will result in a happier, safer and more sustainable future. As well as these 5 core values, our focus between 2016-2020 will be the Enrich Not Exploit global commitment.
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ENRICH NOT EXPLOIT We’ve always done things differently, broken the mould, been bold, been brave. Today, our commitment and core value is to enrich, not exploit. For us, this means enriching people as well as our planet, its biodiversity and resources. We are dedicated to working fairly with our farmers and suppliers and helping communities to thrive in both developed and developing countries. Our products enrich, but never make false promises and are, of course, never tested on animals. We are proud to be original, irreverent and campaign for what’s right. It’s in our hands.
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POSITIONING
Naturally inspired cosmetic products for those who care. We are for women who believe nature has the power to enhance health and make life beautiful. By using naturally sourced ingredients, our products will make you look and feel wonderful on the inside and out. Unlike other conventional cosmetic brands, we pride ourselves in being extremely ethically conscious and consistently fighting for what’s right.
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Low Price
HIGH Price
HIGHLY ETHICAL
NOT VERY ETHICAL 20
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TONE OF VOICE
playful. QUIRKY. Casual. fun. enthusiastic. We speak to our consumers on a conversational level by incorporating the third person into all of our marketing- this makes us much more approachable and enables us to build a close relationship with them. Our tone of voice is clear and coherent, so we stick to using everyday language as it makes the message easy to understand for everybody.
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BODY SHOP “ THE IS CURRENTLY
METAMORPHOSING, BUT WE WILL SURVIVE AND THRIVE BECAUSE WE HAVE A CONSISTENT RESPECT FOR OUR HERITAGE. THE COMPANY STANDS FOR SOMETHING OTHER THAN A MOISTURISER AND PROFITS. THIS IS THE MODEL FOR THE FUTURE.
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Dame Anita Roddick, Founder of The Body Shop
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LOGO Logo HISTORY
1976 - 1988
1988 - 2004
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2004 - present
The logo ‘hugs’ around the name to make it the centre of attention and to demonstrate protectiveness.
Distinguished round shape to reflect softness and friendliness.
The use of dark green (see Colour Palette for specific colour) in our logo is linked to the ethical consciousness of the brand.
The shape of the logo is used to represent the Earth, which is a major focus of ours.
In the word-mark, displayed mainly on the store-front, the ‘O’ is replaced by the recognisable shape in the logo.
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12mm
16mm
m 3m
16mm
24mm
*To scale
15mm
30mm
15mm
5mm
There should always be at least a 5mm space between the logo and any other elements. The blue outline in the diagram demonstrates the size of the minimum gap.
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This logo shows the spacing that should be between the letters reading ‘THE BODY SHOP’ and the outside ring. It is drawn to scale, so these measurements should be altered proportionally depending on the overall size of the logo. The text should be equally spaced making it legible and clear.
When paired with other components, the green box should be at least the height and width of a letter E, in font Avenir Next. This measurement should be taken from the edge of the text, making it even on all sides.
There should always be a clear space around the logo. The height and width of this gap is the same as the space around ‘THE BODY SHOP’ – the size of a letter E.
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Logo usage do’s
1. On most occasions, use the green logo on a white background.
2. Sometimes, it is more necessary to use the black logo on a white background.
3. On a coloured background, use the white logo (or black logo if a light colour).
4. On a rare occasion it may be suitable to place the logo on a simple/ one-colour image. 29
Logo usage dont’s
1. Don’t use more the one colour in the logo and avoid using colours other than green, black and white.
3. Don’t change the angle of the logo by tilting it.
2. Never distort the logo by making it too wide or too narrow. It should always be a perfectly round circle.
4. Always use a solid fill colour and don’t outline the logo. 30
5. Never place the logo on a busy image, making it unclear to read.
A A
BEBAS NEUE
BCDEFGHIJKLMN PQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ AVENIR NEXT
BCDEFGHIJKLMN PQRSTUVWXYZ
0123456789 abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 31
FONT The typeface, Bebas Neue, should be used for titles and headings as it is bold and catches attention. This is also the font that is used for the text in the logo. Avenir Next is to be used in Demi Bold for sub-headings and occasionally in Regular for body text. This should be used in the word-mark in uppercase letters to read ‘THE BODY SHOP’. Open Sans, however, should only ever be used for main body text in no bigger than size 12 font. It is a simple sans serif, therefore readable for everybody.
A
OPEN SANS
BCDEFGHIJKLMN PQRSTUVWXYZ
0123456789 abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz(.,?!:;) 32
COLOUR PALETTE We use a green based colour palette as we feel these best represent our core values. The bold and refreshing colours reflect eco-friendliness and naturally sourced ingredients. Black and white are occasionally incorporated into our colour palette to contrast against the green. 33
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IMAGE GUIDELINES COLOURFUL. NATURAL. fun. relaxed. bold.
Just like us, we love our images to be bursting with colour and happiness. The focus of our photography is either on products or beautiful people and places from across the world. Imagery should be from real-life scenarios that portray people going about their day-today life in their natural habitat. They should feel warm, friendly and engaging to make our customers feel welcome and absorbed in our brand. Editing of imagery should be kept to a minimum, the contrast and vibrancy may be altered in some cases to make the photographs look bolder and more powerful. Our logo should be incorporated into images used for advertising campaigns, however this isn’t necessary for those posted on social media, such as Instagram. Most importantly, they should look and feel playful and relaxed.
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OUR STORES AN ENVIRONMENT IN WHICH TO THRIVE.
The Body Shop stores are the principal point of contact for our customers, so we regularly refresh them in order to remain competitive and continue to draw in new and existing customers. Our stores are vibrant, social hubs where beauty and activism meet. With the recent Enrich Not Exploit commitment, we have invested in making our retail outlets ecofriendly by using locally sourced wood, LED lighting and non-toxic paint. The store design combines technology with nature, resulting in a warm, human space, ensuring that the retail environment is visually in line with the high quality of the products. In the stores, there should be tables along the centre (depending on the size of the store) featuring new and best-selling products. All retail spaces will feature bays along the side and back walls organised in ranges. The bays include: Bath and Body, Fragrance, Skincare and Make-Up. In our larger stores, we also have a Bodycare Bar and a Skincare Bar – these are more interactive as they allow products to be smelt and tested. Due to the use of quality materials, modernised structures and understated branding on the store front, our retail environment is professional and fresh.
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PRODUCTS As a cosmetic brand, we offer a wide range of lines and products including skin and body care, haircare, make-up, fragrances and more. Due to us having opened stores all over the world, we offer a variety of products according to the culture, weather and the religion of the country where it is located. For instance, in Muslim countries like Malaysia, The Body Shop sells products which do not contain alcohol in its formula. Although we offer a men’s range, our products are primarily aimed at females who care about themselves and the environment. We pride ourselves in creating high quality cosmetics from naturally sourced ingredients to encourage women to feel naturally beautiful.
BEST SELLERS
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face
body
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hair
make up
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fragrance
men’s
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OUR CONSUMER The typical Body Shop consumer is female, well-educated, conscientious, adventurous, confident, and ambitious. Although our brand began with creating beauty products for women, we started to consider expanding our men’s range in recent years due to them becoming increasingly more skin and body conscious. We mainly target women aged 20-55 - because of this wide range of ages, the product segmentation is also wide. As well as women who like to invest in high quality cosmetics for low-mid prices, we also attract consumers who have an interest or feel strongly about the environment and appreciate the natural ingredients we use in our products.
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Pen portrait:
Jenny, aged 44, is a regular The Body Shop customer who uses our products to stay looking young and refreshed. She enjoys family holidays and looking after her rabbit, Buddy.
Jenny
Paul (43), Jenny’s husband, enjoys running and travelling. He volunteers in communities in developing countries and likes The Body Shop men’s fragrances that Jenny buys for him. Jenny has a degree in Animal Behaviour and Welfare and currently works at a local animal sanctuary caring for pets. Jenny and Paul’s children, Ruby (7) and Max (9), enjoy cycling in the countryside where they live being eco-friendly.
Jenny’s favourite products
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SUSTAINABILITY Sustainability is evidently very important to us, which is why we launched the Enrich Not Exploit commitment in 2016 - we feel this is a huge step to lead us to being truly sustainable. To reach this goal, not only must we source everything in ways that have no negative social or environmental impacts, we must be careful to ensure activities do not disrupt ecosystems in the way they are sourced. We pay close attention to the material of our packaging; all of our bottles were 100% post-consumer recycled packaging (PCR) by 2008 and more recently, we started to use innovative plastic (made from air pollution). Also, our carrier bags are made from 100% recycled paper and printed with water soluble inks, making them further recyclable.
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ANIMAL TESTING
Be informed, be outraged, be #ForeverAgainstAnimalTesting. Another huge aspect of our brand is that we’re strongly against animal testing. Together with Cruelty Free International, we’re taking a stand against animal cruelty. We are consistently campaigning instore and online to encourage consumers to sign our petition and tell their friends. Our products undergo extensive testing to ensure they are safe and effective for use, while remaining cruelty-free. We use three main testing methods involving computer data, laboratory-created tissues and eventually, people. Together, we can finally put an end to animal testing.
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COMMUNITY TRADE Community Trade is at the heart of our business. Since 1987, we’ve been sourcing quality ingredients and accessories from expert producers across the world and enriching economically vulnerable communities. We strive to give our support and sustained trade to the people who need it most by sourcing some of the finest raw ingredients from the four corners of the globe. We harness the skills of small-scale farmers, traditional artisans and rural communities who are experts in their field. We add our expertise to create effective products that are made with love and care.
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COMMUNICATION Our communication strategy is to connect with consumers via social media and by campaigning and protesting for what we care about. As well as our website, we have developed an easy navigable mobile app to make online shopping at The Body Shop simpler and quicker. We are constantly active on social media such as Instagram and Twitter to ensure our followers and customers are updated on the latest products and news regarding our #ForeverAgainstAnimalTesting and Enrich Not Exploit campaigns. We also have a YouTube channel where we showcase videos of guest speakers discussing global issues/ projects and also tutorials of how to use our products.
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INSTAGRAM @thebodyshop
CUSTOMER “ NO WILL BE ABLE
We aim to post 4-5 pictures daily, making sure there is a mixture of products, short video tutorials and campaigns. We have 1.2 million Instagram followers, so we use this platform to maintain and draw in new and existing customers.
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TO GO TO OUR PROPERTIES – WHETHER IT’S OUR SOCIAL MEDIA, WEBSITE, OR STORES – AND NOT SEE FIGHTING AGAINST ANIMAL TESTING IS A PRIMARY FOCUS FOR US.
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Andrea Blieden, The Body Shop’s Vice President of Marketing
@TheBodyShopUK
twitter @TheBodyShop
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We post roughly twice a day on Facebook as we don’t want to bombard our followers with information. However, on Twitter, we aim to post around 5 times a day as a younger demographic use it and continuous posting makes them more engaged. Again, this is a combination of posts regarding products and also campaigns.
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Rose Tovell N0726294 62