Ruder Finn hired to promote The Body Shop's new makeover

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 skin care and cosmetics company to

launch its Ayurveda line, a holistic approach to wellness based on

Indian philosophy.

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


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's media relations manager. "This is

an exclusive US store design - a larger footprint. New stores are 30-50%

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 doesn't have an agency of record in the US.

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