How The Body Shop is winning the beauty game with ethical standards

Founded by Dame Anita Roddick, the story of The Body Shop began in Brighton, England in 1976. The company’s approach to beauty was radically different to the big players in the beauty industry of that time – focussing on ethically sourced and naturally-based ingredients from around the world, in no-nonsense packaging that consumers could easily refill. The Body Shop is rooted in activism, and it has always followed the vision of ‘Business as a force for good’.

In September 2024, Auréa, the growth capital firm co-founded by Mike Jatania and Paul Raphaël, completed its acquisition of The Body Shop.

In November this year, The Body Shop launched ‘The India Edit’, a campaign to celebrate its first-ever India-inspired collection.

In an exclusive conversation with Adgully, Harmeet Singh, Chief Brand Officer, The Body Shop, Asia South, speaks about the brand’s emphasis on sustainability, ethical sourcing, and the joy of gifting. Observing a strong consumer sentiment, Singh notes an increased inclination toward gifting in beauty and personal care, especially among millennials and Gen Z who value brands with purpose. The Body Shop tapped into this sentiment with its festive campaign, ‘Spark A Change 2.0’, featuring actress Diana Penty, which emphasized ethical beauty through purposeful gifting options, digital storytelling, and an immersive in-store experience.

Singh noted that the overall consumer and market sentiment in the beauty and personal care sector remains exceptionally strong, especially with the festive season. “Consumers are showing a highly positive attitude toward Gifting, positioning it as a central theme for the season. Bath & Body products and Fragrances are the most favoured gift choices, highlighting a clear preference for high-quality, luxurious offerings,” she added.

Singh further said, “There is an increasing consumer inclination towards brands that prioritize sustainability, ethical practices, and social responsibility. We have noticed enthusiastic engagement, particularly from millennials and Gen Z, who place significant value on ethical considerations in their purchasing decisions. They resonate with our efforts to create safe spaces and authentically represent diverse backgrounds.”

Looking ahead, she anticipates strong consumer interest to persist throughout the festive season. “Our commitment to sustainability, inclusivity, and ethical practices positions us favourably in the market. Our comprehensive marketing strategy is designed to not only meet, but exceed customer expectations, further reinforcing The Body Shop’s position as a leader in the beauty industry,” she added.

Singh informed that the core of the brand’s festive marketing strategy this year has been centered around the theme of ‘Gifting’, which is a cherished aspect of the season.

The brand rolled out a comprehensive campaign that integrated the following key elements:

Product Focus: We are offering a range of special promotions, including pre-packed gift sets, Create-Your-Own Gift (CYOG) options, exclusive festive discounts, and gift-with-purchase deals, starting at an accessible price of ₹695.

Sustainability and Ethical Sourcing: Our commitment to ethical sourcing is highlighted through the use of fair trade-certified recycled plastic in our festive merchandise, in partnership with Plastics for Change, which has recycled over 2,000 metric tonnes of plastic—equivalent to 100 million plastic bottles. Our commitment to sustainability continues with the introduction of stylish, multi-purpose makeup and travel pouches made from recycled plastic, available in two striking designs.

Digital Integration: We are leveraging social media, YouTube, Meta, and e-commerce for our festive video campaign, ‘Spark A Change 2.0,’ featuring Indian model and actress Diana Penty, showcasing simple skincare routines for a natural glow during the festivities.

In-Store Experience: We aim to create visually captivating festive gift displays to enhance customer engagement and ensure a memorable shopping experience, in addition to skin consultations, festive makeovers.

Elaborating on the ‘Spark A Change 2.0’ campaign, Singh said that it focused on the joy of giving and creating a positive impact. “Partnering with actress Diana Penty and our Community Fair Trade partner, Plastics for Change, we aim to bring this vision to life through several key elements:

Purpose-Driven Gifting: We emphasize Gifting with a purpose. Each purchase not only brings joy but also supports marginalized communities in India, particularly women waste collectors, by enhancing their income opportunities through our collaboration with Plastics for Change.

Diverse Product Offerings: Our Gifting range includes Create Your Own Gifts (CYOG) and Pre-Packed Gift Boxes starting at an affordable price of ₹695. We also, multi-purpose makeup & travel pouches made from recycled plastic, available in two eye-catching designs, reflecting our commitment to sustainability

Engaging Digital Content: Our campaign features engaging video content with Diana Penty, showcasing our nature-inspired products and the joy of giving. We leverage social media, YouTube, and e-commerce to maximize our reach and connect meaningfully with our audience.

Immersive In-Store Experience: Visually stunning festive displays will help to invite customers to explore our Gifting options, enhancing the shopping experience while reinforcing themes of joy and inclusivity in addition to skin consultations & festive makeovers.”

Spark A Change 2.0 blends purpose-driven offerings with impactful storytelling and digital engagement, aiming to delight customers and strengthen The Body Shop’s commitment to ethical beauty.

The Body Shop allocated a robust marketing and advertising budget for the festive season 2024 that reflected the company’s commitment to driving growth and enhancing its brand presence across platforms.

The company is anticipating a double-digit percentage increase in its marketing budget, enabling it to further invest in our integrated omnichannel strategy. This approach seamlessly blends physical retail, quick commerce, and digital marketing, allowing the brand to connect with its customers on multiple platforms. “The increased budget has enhanced our visibility and engagement while aligning with our core principles of sustainability and inclusivity. We believe that this strategic investment will not only elevate our festive offerings, but also strengthen our position as a leader in the beauty industry,” Singh affirmed.

She further said, “To address the increasing fragmentation of media consumption, we strategically allocated our festive advertising budget across various platforms. A significant portion was dedicated to digital channels, including social media, search engines, and video streaming services, to engage younger consumers effectively. We also invested in strategic partnerships to amplify our messaging and showcase our festive offerings authentically.”

In addition to digital, the company recognized the value of traditional media, allocating resources to reach broader demographics. The company also focussed on in-store promotions and experiential marketing to enhance customer experience and drive foot traffic to its locations.

“This diversified approach maximized our reach and strengthen connections with our audience while reinforcing The Body Shop’s commitment to sustainability and ethical practices,” Singh concluded.

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