The Body Shop to change its tune with its first TV ad
The TVC is being played upon a good media mix of lifestyle, entertainment and infotainment channels to shed spotlight on the brand's core ideology of being an ethical beauty brand
A cosmetics, skin care and perfume company, The Body Shop recently considered using TV advertising for the first-time ever in India for the brand’s global ad campaign. “India is the first market ever for the brand to have released a TVC. Having been in the industry for so long this seemed to be one unexplored platform for us. We want to put the spotlight on the core ideology of The Body Shop that we are an ethical beauty brand on the TV Screen,” Harmeet Singh, VP Marketing, Merchandising and E-Commerce Asia South, The Body Shop told exchange4media.
Turning to TV
Singh added, “The TVC is a milestone in The Body Shop’s history globally. There is always a right time for everything. I guess this was it for us as a brand." The retailer recently roped in Bollywood actor Shraddha Kapoor as their brand ambassador. Speaking about the creative cut behind the TVC created by Publicis India, Singh added, “This TVC echoes what we as a brand believe in, alongside sharing information about our latest novelty. So our deep rooted values of beauty inside and out, compassion towards all living beings - be it animal or plants, and working towards a better and fairer world, while showcasing the efficacy of our body yogurts range The British Rise Body Yogurts was precisely our brief to the creative agency.”
She revealed that the TVC is being played upon a good media mix of lifestyle, entertainment and infotainment channels.
The business of beauty
If the Euromonitor 2018 report is anything to go by, it shows the beauty and personal care market in India stood at Rs 97,100 crore last year. This included colour cosmetics at Rs 8,000 crore and skincare products at around Rs 12,500 crore. Overall, the market for beauty and personal care products is growing at 10 per cent, and the services business is growing faster, at 25 per cent, a rate higher than even the US or some European markets.
To make online shopping experiences more seamless, Singh shared that The Body Shop is leveraging on the Instagram Shopping option in addition to e-commerce on the website. “We are tapping on Instagram Shopping in a big way as it is an interesting and easy to access online shopping. The Body Shop’s omni-channel strategies are based on providing the best shopping experience to our customers," she pointed out.
To trend or not to trend?
While influencer-marketing is a big part of the brand’s strategy, Singh revealed that The Body Shop has certain mandates that it ticks off before engaging in influencer collaborations. “In the era of digitalisation, social media is the primary mode of connection. Social media influencers have grown to play a pivotal role. Nowadays, influencers have their own fan base and following who anxiously look forward to their views and reviews and follow them almost religiously. We are activists who stand up for the right, we believe in inner and outer beauty, we care for our world, planet and environment, and stand against animal cruelty. These values are very close to us as a brand and with them, we aim to create a more beautiful and fairer world. Keeping this in mind we prefer to associate with people who have similar values and not just more followers. We feel the right communication too grabs maximum eyeballs, just like we believe that ‘business for good’ is an absolute truth,” she explained.
The Body Shop entered India in 2006 and has established its footprint as one of the largest international beauty retailers in the country with over 185 stores in 70 cities across the country.
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