Southampton-based Headstream PR will promote the ethical beauty chain on blogs and social networks.
The Body Shop has enjoyed recent success thanks to the popularity of social activism of the kind spearheaded by its late founder Anita Roddick. Its focus on sustainability and fair trade has hit mainstream consciousness, resulting in an increase in sales. The chain opened 161 stores last year, with parent company L'Oreal reporting like-for-like sales up almost six per cent.
Headstream has recently completed web campaigns for other well-known retail outfits. The agency won a brief from Branson-owned Virgin Books to promote its titles online (PRWeek, 22 January) and also worked to create buzz for the adaptation of hit film The Kite Runner on the web (PRWeek, 5 November 2007).