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Body Shop is going to market with an ad campaign that underscores its green heritage.
The company's "Nature's way to beauty" campaign set to launch broadly this week is the first since the firm's acquisition in 2006 by L'Oreal — a move that some fierce Body Shop loyalists viewed as a sellout to a corporate giant with different values.
The campaign, which is to include the slogans "less packaging, more beautiful" and "in business we play fair," coincides with an expanded release of a product line called "Wellbeing" that reportedly will be sold in 100 percent post-consumer recyclate (PCR) plastic bottles. The Wellbeing bath oil, massage oil and aromatherapy products and its baby lotion and washing products have been available through the Body Shop At Home program.
The Body Shop, which has pledged to become carbon neutral by 2010, plans to convert all its PET bottles from 30 percent recycled material to 100 percent recycled material in the next 12 months.
The firm also plans to offer cotton sacks it calls a "Bag for Life," which bear the slogan "Green Is Not A Colour – It's A State Of Mind" and will sell for £3.50, about $6.50 U.S. Forty percent of proceeds from each sale are to go to the Children On The Edge charity.
