Mkg - Body Shop finds new ways

The Body Shop has a healthy offering of sustainable products sold at its 2,500 retail stories. However, the chain felt it wasn't communicating its commitment to the environment strongly enough.

That will change beginning, August 28, when The Body Shop rolls out its "Nature's Way to Beautiful" print, online and in-store effort.

The rebranding initiative includes telling the story behind the products it sells through in-store displays. One such display explains how many of The Body Shop's products' ingredients, such as aloe and seaweed, are harvested in environmental-friendly ways.

"The kind of environment that we are in now, where we have species dying out everyday, we as a business have to be ethical about how we fulfill our ingredient needs," said Shelley Simmons, director of brand and value initiatives at the company.

When sourcing aloe, a staple in The Body Shop's products, for instance, the company works with farmers who hand-cut the plant from its roots, so it grows back faster the next time.

These and other aspects of the harvesting procedure will also be conveyed on the company's Web site, which will be updated later this week. Starting Sept. 3, Facebook users can log onto the company's microsite to sign the "Together & Fair" pledge. The initiative encourages consumers to spread the word about a new ethical product or service he or she has recently purchased.

The Body Shop is far from alone in such efforts. Wal-Mart, in a meeting earlier this month, requested buyers to submit a list of "green products" and the marketing angles behind these brands. Those that make the cut will receive heavy promotion during the retailer's 2009 "Earth Month" campaign.

In the meantime, The Body Shop will continue to bolster its product line. It is launching two new collections on Sept.18. The first, Well Being, is a line of bodywashes, gels and lotions that address common needs such as "energy," "sleep," and "total detox." The other, Nature's Mineral, is The Body Shop's first mineral make-up line and the packaging is 15% recycleable. The new products will be featured in print ads running in October fashion and beauty books in the U.S. and Canada support. Leagas Delaney, London, UK, handles.

"Many people care about issues, but they're too busy to join a group or do a grassroots piece. But everyone shops," Simmons said. "It's a very simple interaction to get people in the mindset."