CHARLOTTE ADJCHAVANICH
Integrated International Brand Communications Director, The Body Shop
REFFERAL MARKETING
FD: Advocating ethical practices is at the core of The Body Shop’s purpose. What’s the cultural signifi cance of this, and how does it contribute to the authenticity of the brand?
CA: Sustainability was the DNA of The Body Shop from day one; we believe businesses should be a force for good. The company is over 40 years old now, and it’s fascinating to see the cultural shift that has taken place in that time. Today there are many brands that are taking a stand around issues like Fairtrade, animal testing, and human rights. Activism and sustainability are part of the zeitgeist now, so for The Body Shop it’s the perfect time to re-establish ourselves, tell our stories, and educate consumers about our mission. Branded content is not just about storytelling, it’s about education as well. I think brands need to teach people, and our goal is to keep raising awareness for causes that people don’t know about.
FD: How are you communicating specifi cally with Generation Z to bring them into the well- established Body Shop community?
CA: We know that Generation Z expect to be spoken to in a diff erent way, but of course, we don’t want to do anything drastic to alienate our core customer base, who are a little bit older and grew up with The Body Shop. Every brand wants to recruit younger customers, because you need to create realisation at a younger age and sustain the growth of your brand story. When connecting with Gen Z, we try to use more of a peer to peer tone of voice, and use very positive sentiment within the copy that we use on our posters, in store, and on our Instagram. We also work with younger
generation infl uencers, because we know that they have that insight into how that market are using these platforms. We never micromanage them, we just give them the brief,
This is why the group got involved in our 'Against Animal Testing'campaign is so powerful, they were completely legitimate and authentic.”
and let them talk, and that has been very powerful. Our 'Dare To Mask' campaign was launched with over 60 international digital infl uencers who came to the UK. That was one of our most successful campaigns to date, because our infl uencers spoke and recorded in their own authentic style, which really had high engagement with their fan base.
FD: Do you have any advice on nurturing a successful and natural infl uencer/brand relationship?
CA: Authenticity is key. It can be very challenging for a brand to get infl uencers into the beauty space, especially celebrity ones. Our strong ethical purpose can be a bit intimidating for
infl uencers, because they don’t want their partnership with us to close doors on other potential partnerships. So this is why the group that got involved in our ‘Against Animal Testing’ campaign is so powerful, they were completely legitimate and authentic. We meet with them, we talk to them not at them, and it’s a two-way conversation. We don’t ever want to be seen like we’ve 'sold out'. Our customers are intelligent, socially conscious, and thoughtful, and when they buy a product, they can feel good knowing they’ve supported a community trade project somewhere in the world. We want to continue to celebrate that.
thebodyshop.com
35 issue 31 spring 2018
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