Women often have to prove more than men when it comes to justifying their hard work. Greek philosopher Heraclitus observed that change is the only constant in life. The campaign by The Body Shop highlights how women are changing the world as they continue to battle stereotypes around them, showing resilience and emerging victorious in their endeavours. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Harmeet Singh, VP – marketing, digital and product, The Body Shop Asia- South, talks to BrandWagon Online about the conceptualisation, thoughts and more about the campaign. (Edited excerpts)
What was the thought behind the campaign?
The campaign’s main idea is to celebrate and showcase inspirational female changemakers who embody the brand’s new ideology, ‘Changemaking Beauty’. These women, including Shefali Shah, Bala Devi, and Anny Divya, among others, have made significant contributions in their respective fields, serving as role models for others. By highlighting their stories, The Body Shop aims to celebrate and inspire everyone to believe in their power to effect positive change in the world. At The Body Shop, everything the brand does is about creating positive change, for you, as well as for communities, and our planet. The brand is working continuously to make a positive systemic impact, across society, within the beauty culture, and right into the corridors of power.
Which agency has conceptualised the ad? Why did you choose it?
The Body Shop created this campaign to align with its longstanding philosophy of advocating for a fairer and more beautiful world. By featuring these remarkable women, the brand intends to inspire and motivate others to recognise their potential to create a positive impact.
Given the campaign’s unique essence, we chose Brandmovers India agency for the execution. Their approach encapsulated our brand’s ethos of empowering beauty, sustainability, and making an impact in the beauty industry. They executed the campaign to resonate with our target audience by emphasising the transforming impact of ethical beauty choices, leveraging their extensive understanding of the Indian market and creative prowess. The agency effectively expressed our commitment to a more inclusive, sustainable, and beautiful world through powerful tales and a call to action. Their long-standing partnership with us has enhanced the collaboration by ensuring that our brand’s voice and values are represented with the right message.
How do you intend to influence consumers with this campaign?
The Changemaking Beauty campaign intends to motivate a larger audience by highlighting real-life examples of resilience, determination, and impact. By connecting these stories to The Body Shop’s goal of fostering positive change, the brand hopes to build a stronger bond with its existing and new audience. The inclusion of the Edelweiss product range further underscores the brand’s commitment to quality and ethical beauty practices. Additionally, through this campaign, the brand pioneered the philosophy that business can be a force for good and this ethos is encapsulated in its purpose ‘to exist to fight for a fairer and more beautiful world’.
Which are the mediums you will advertise on and why?
The advertising strategy encompasses a diverse array of mediums, including all The Body Shop India stores and various digital platforms. To ensure a broad audience reach, the brand adopts a multi-channel approach, incorporating both brick-and-mortar retail outlets and online channels. Additionally, strategic collaborations with influencers who resonate with the brand’s ethos were leveraged. Recognising the pivotal role of social media in contemporary marketing, platforms such as Instagram, Facebook, and YouTube are harnessed to amplify the campaign’s reach.
What was the budget for this campaign?
Change comes with a purpose, the campaign aims to celebrate inspirational individuals and motivate everyone to believe in their ability to make a positive impact in the realm of change-making beauty. The investment was not only financial; it was an investment in a vision of beauty that represents more than just aesthetics. The allocation spent reflected the brand’s ethos, weaving its purpose into every strand of communication. The combination of creativity, media prowess, and digital engagement was crafted not only to reach but also to resonate with the brand to redefine beauty.