Introduction
The purpose of this paper is to design a media relations plan for The body shop's new
productions. A proper media relationships plan will ensure that the marketing of this
new product will have a positive effect on product exposure, brand awareness,
consumer behaviour, sales and profitability, and competition in the marketplace.
Brand background
The revenue of the British cosmetics, skin care and perfume company The Body Shop
has fluctuated between 2016 and 2022. In 2022, the total revenue was measured at
around 408 million British pounds, a slight decrease when compared to the previous
year.
In 2021, out of twenty products rated, the Body Shop’s shower gels & bath products
were the most popular products among customers in Great Britain. Over four million
British people reported using Body Shop shower gels & bath products that year. The
Body Shop products are particularly popular among UK women, with about three
million women reporting using The Body Shop’s body creams and moisturizers. The
Body Shop products are sold all over the world and can generally be categorized into
five regions: Europe and the Middle East, Asia Pacific, America, South America and
Other. Out of these five regions, The Body Shop products are most popular in the
European and Middle Eastern (EMEA) region followed by the Asia Pacific region,
as measured by revenue. In the EMEA region the yearly revenue totaled 90 million
British pounds.
OBJECTIVES(少了 200 字）
The body shop was once a globally recognised natural beauty brand, but its
influence and market share has declined this year, and in my opinion there are several
reasons for this. The first is due to increased competition in the market, due to the rise
of brands such as lush and aesop in recent years with natural and organic slogans,
resulting in the body shop's many consumers being attracted to divert. Secondly, the
body shop's product homogenisation is serious and lack of innovation, in the case of
price and quality remain unchanged need to make new marketing attempts. Lastly, the
body shop's marketing model is too traditional and has not been adapted to the needs
of consumers in different regions in the expansion of the global market.
In summary, the newly launched ‘Re-green’ series of activities aims at product
innovation and service upgrading based on the core values of the original products,
and combines with its media relationships plan to achieve the goals of enhancing
brand awareness, guiding consumer consumption and responding to market
competition.
Marketing Objectives:
·Achieve a measurable 3.5-5% increase in beauty product sales by the end of 2025.
·Increase The body shops' market share in the beauty cosmetics industry by 2% within
the first year of launching the “Re-green product line”.
Marketing Communication Objectives:
·Achieve a 10% growth in the number of beauty consumers (excluding potential
customers) by the end of 2025.
·By creating excitement and anticipation for The body shops' beauty line, aims to
achieve a 10%increase in awareness of The body shops' beauty section within the first
two months of the launch.
Marketing PR Objectives:
·Securing a minimum of 10 positive media coverages, including a feature inreputable
beauty,to enhance The body shops' credibility in the beauty industry by end of
2024.
·Increase for a 20%increase in positive sentiment and brand mentions through
features inreputabe beauty and fashion publications.by the end of the campaign.
·Achieve a 25%rise in average likes,comments,and shares on Instagram posts related
to the launch within the first two months of the launch.
Content creations
Media target publications
Online publications
Vogue Sustainability, ELLE Green and other eco-fashion media released in-depth
interviews to tell the story of brand innovation.
Broadcast
Participated in BBC Radio 4's “Costing the Earth” programme to discuss sustainable
beauty trends.
Print publications
Featured in The Guardian Weekend, comparing The Body Shop's environmental
practices with those of its competitors.
Media company
Reason
name
Online Vogue UK · Prestigious fashion endorsement: the leading fashion
publications provide the brand with an upscale image.
· Expertise in sustainability matters: the 'Green Beauty'
section emphasizes the idea of environmental
conservation and attracts affluent consumers.
·Vertical beauty influencer: Concentrates on beauty
assessments and compilations to influence consumer
Popsugar Beauty UK buying choices.
·The appeal of young women: the audience primarily
consists of women aged 25-40, ideal for trying new
products and sharing recommendations.
·Viral: focuses on social engagement via challenges (e.g.
Glamour UK #7DaySkincareChallenge).
·Value-for-money focused: attracts young buyers seeking
good value, effective at trying out new products.
·Popular beauty influencer: driving festive spending with
features such as the Ethical Gift Guide.
Cosmopolitan UK · Young women reach: readers are mostly 18-35 year olds,
which lends itself to promotions and word-of-mouth.
·Has promoted Ginger Shampoo, a recommended brand
for the 2020 Christmas season.
·Premium readership penetration: covering high-income
and highly educated groups, suitable for brand upgrading
Print
The Times narratives.
·In-depth reporting capabilities: elevating the brand's
position in the industry through business case analyses.
Beauty Pie · Ingredient Party Trust: Attract rational consumers with
ingredient analysis and cost-effective evaluation.
LBC is one of the UK's leading talk radio stations and in
LBC 2019 The Body Shop took part in LBC's ‘Sustainable
（Leading Britain’s Consumption’ listener engagement programme which
Conversation） was well received. By engaging with LBC's interactive
programme, the brand not only raises awareness, but also
reinforces its image as an ‘ethical beauty leader’.
Boardcast
· BBC Radio 4 has a strong reputation as the most popular
radio station in the world.
BBC Radio 4 ·Anita Roddick, the founder of The Body Shop, has
participated in its Woman's Hour programme, so there is
a good basis for cooperation.
NEWS PROVIDED BY
THE BODY SHOP
26-02-2025, 10:30 AM
Revolutionising Sustainable Beauty with Biodegradable Innovation：
The new collection “RE-GREEN”
THE BODY SHOP, the UK's leader in ethical beauty, today revealed the worldwide
launch of its new ‘Re-Green’ product line, set to be available starting 25th April this
year. The 'Re-green' collection seeks to transform sustainability in skincare by
introducing innovative biodegradable packaging technology - a first for bath and
shower items - while preserving the original products' natural, 100% additive-free
manufacturing process. Furthermore, the collection will be released every quarter in
various product combinations inspired by different themes of nature (for example,
oasis in the desert, revitalization in the ocean, and life in the glacier).
To align with the quarterly launch of the ‘Re-green’ collection, The Body Shop is
providing an Empty Bottle Reward - recycle any Body Shop packaging and get a free
sample of ‘Re-green’. Through AR technology, consumers will have the ability to
trace the origins of the product's ingredients.
"More than just a product, it's a movement," states CEO David Boynton. Our ocean-
degradable packaging establishes a new benchmark that beauty must not be achieved
at the expense of the Earth. With fresh offerings in various themed collections, there's
always a way to discover your favorite.
ABOUT THE BODY SHOP:
The Body Shop is a prominent skincare and cosmetics brand that was established in
1976 in the UK. The Body Shop is dedicated to offering premium skincare, body, and
hair care products rooted in core principles of natural ingredients, environmental
conservation, and anti-animal testing, focusing on sustainability and social
responsibility, while also engaging in community trade and charitable efforts to
advance environmental protection and fair trade.
For additional details regarding the ‘Re-green’ series of The Body Shop initiative or to
set up an interview, please get in touch.
Sarah Wilkinson | PR Manager, The Body Shop UK
Tel: +44 (0)20 7946 0812 | Email: swilkinson@thebodyshop.com
Email pitch
Feature story（Category of FS identified and recommended draft FS）
MEDIA TARGET: Vogue UK
SPECIAL INVITATION: The Body Shop Launches Innovative ‘Re-Green’ Collection
- Transforming Sustainable Beauty
Dear Chioma Nnadi:
This is Sarah from The Body Shop PR team. The Body Shop, the UK's ground-
breaking ethical beauty brand, is launching its ‘Re-Green’ range following its
acquisition by the esteemed Auréa Group. We'd love your coverage of this
groundbreaking new collection.
- Key features
Marine Biodegradable Packaging: This innovative packaging reflects The Body
Shop's commitment to constantly evolving and creating new solutions. The
technology is the world's first marine biodegradable packaging for bath products,
setting a new environmental benchmark for the industry.
-Nature Themed/Seasonal Launch:
Launched seasonal nature-themed product portfolios, such as ‘Desert Oasis’ and
‘Glacier Life,’ which incorporate environmental stories into the design to improve the
user experience.
-Engaging technology experience:
Use AR technology to monitor ingredient sources and implement an ‘Empty Bottle
Rewards Programme’ (offering free samples in exchange for returned packaging) to
incentivise consumers to engage in eco-friendly practices.
-Meaningful:
The ‘Re-Green’ range addresses the urgent global need for sustainable beauty and
integrates the brand's 50 years of ethical practices, providing the industry with an
example of a ‘viable environmental solution’.
Supporting materials: High-quality images, product samples and interviews with
brand leaders are easily accessible.
For additional questions, please contact us at uk.pressoffice@thebodyshop.com
Sarah Henriques | Public Relations Manager, The Body Shop UK
Tel: +44 (0)20 7946 0812 | PR Manager, The Body Shop UK
Feature story
Early in the morning, lizzie, a member of the World Society for the Prevention of
Cruelty to Animals (WSPCA), is on her balcony watering her little green plants. The
beautiful plants are planted in a simple, lightweight bottle with the body shop's AR
logo printed on it. By scanning the AR logo on the bottle, you can see the number,
species and daily life of various creatures in a fixed sea area, or the migration of birds
and animals in a forest. This is the new line designed by The Body Shop, ‘Re-green’,
which is packaged in ‘marine biodegradable materials’. ‘Every day I swipe the AR
logo and see the fish swimming freely in the ocean and it makes me feel good, it
makes me more motivated to save more animals,’ says Lizzie.
Meanwhile, on a beach in Brighton, England, a surfer picks up an empty plastic bottle
washed ashore by the waves. But this time, it's the ‘Re-green’ logo that makes her
smile - not just any rubbish, but The Body Shop's newest biodegradable packaging,
which in a few months' time will have disappeared into the wild without a trace.
‘We want to prove that beauty shouldn't be ‘paid for’ by the planet.’ CEO David
Boynton explains, holding up a pale green shower gel. Inspired by the water storage
mechanisms of desert plants, the product development team developed a ‘cactus gel
formula’ that locks in moisture, increasing skin moisture retention by 30 per cent after
bathing. What's more, each quarterly themed collection has a hidden nature egg - scan
the bottle's AR logo and you'll see how water is harvested from Alpine glaciers, or
how communities in Madagascar get their shea butter from fair trade.
In the BBC's Earth Bill programme, R&D Director Sarah presented a comparative
experiment: traditional bath products have a carbon footprint of 300 grams from
production to disposal, whereas Re-green has a lifecycle of just 80 grams. When
pressed by the host on whether ‘eco-friendly means high price’, she smiled and
pointed to the ingredient list: ‘We cut out all chemical additives, but the cost is lower.
True sustainability should be within everyone's reach.’
The ‘Re-green’ line is rewriting the rules of beauty with a gentle force. Like the empty
bottle that washes up on the shore, it will eventually disappear, but the change left
behind is happening.
