Body Shop's bt10m green campaign

By Nitida Asawanipont
The Nation
Published on September 10, 2008

The Body Shop franchise here is spending Bt10 million to "reshuffle" its communications strategy.

This is The Body Shop's interna¬tional policy and intended to build a brand image - environmentally friendly.

In the past, the company pro¬moted products individually.

Assistant to the managing director Jatuporn Laosongchitra said international reshuffling started last month. Its new slogan is "Nature's Way to Beautiful".

Here, the campaign kicks off in the middle of next month, starting at CentralWorld and then with countrywide roadshows and a printmedia blitz.

The Body Shop has been around for 30 years, and 15 in Thailand.

It emphasises its products are made from natural ingredients.

Now, it will add that its manu¬facturing processes are naturefriendly and that its packaging is 100percent recyclable.

The company has already redecorated 12 of its 44 stores in the country. It will complete three more by the end of the year. The makeover will be finished next year. This is costing Bt40 million a year, Jatuporn added.

There are 2,200 The Body Shops internationally.

Jatuporn said the new look was "natural yet modern". Fixtures are made from timber from regrowth forest.

The brand has repacked its prod¬ucts, too, and uses materials that can be totally recycled. This is called "postconsumer recyclate". By the end of next year, all products will be packaged this way. It used to use polyethylene terephthalate bottles, of which only 30 per cent could be recycled. The company plans to launch two new product sets, WellBeing skincare products and Nature Mineral Makeup for sensitive skin. Prices range from Bt590 to Bt1,500.

It will relaunch a men's skincare line in November and launch new skincare products for women in the first quarter of next year. It is studying the business potential of food supplements for skincare.

Jatuporn admitted the current economic slowdown and political unrest had affected consumer spending.

The company said new products would maintain customer loyalty.

Spending per customer purchase is growing 6 per cent this year compared with 2007.

Jatuporn estimated the cosmetics market was worth Bt80 billion and would grow 8 per cent this year.

The Body Shop's annual growth will be 5 per cent year on year.

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Body Shop's bt10m green campaign

The Body Shop franchise here is spending Bt10 million to "reshuffle" its communications strategy.

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