SAN FRANCISCO: Ruder Finn has been retained by The Body Shop to
promote the company's store redesign and expansion in the US.
The agency previously worked with the skincare and cosmetics company to
launch its Ayurveda line, a holistic approach to well-being based on
traditional Indian medicine.
Now The Body Shop is rolling out its updated look, and has enlisted the
agency to handle major openings at three stores, plus local media
relations for the smaller openings.
The budget for the account was not disclosed.
Bamboo flooring, hemp fabric behind product displays, and greater use of
recycled and natural materials are all part of the new look.
'We've had the same store look since 1988. It was just a tired look for
us,' said Chad Little, The Body Shop media relations manager.
'This is an exclusive US store design - a larger footprint. New stores
are 30 to 50 per cent bigger than the old ones.'
The Body Shop is updating 35 existing stores and opening 20 more in
'It is a very aggressive plan,' Little said.
The Body Shop does not have an agency of record in the US.
In March, the firm laid off global PR head Pleun van Akkerveeken just
eight months after she was appointed (PRWeek, 13 March).
The redundancy followed a PR shake-up, which saw the firm merge its
campaigns, press and internal communications into one unit.
Former head of campaigns Steve McIvor was appointed to head the unit and
joined the executive committee reporting to chief executive Patrick
Gournay replaced Anita Roddick as CEO three years ago when she became
joint chairman with her husband Gordon.