Jilly Forster is to leave The Body Shop next month to launch an
independent creative marketing consultancy.
Forster, credited with spearheading The Body Shop’s philosophy of PR-
only marketing during her 11 years at the company, will take on The Body
Shop as one of her first clients.
Recruited by The Body Shop founder Anita Roddick as communications
director, Forster set up its first public relations division and has
since held a number of marketing roles as well as being one of the
firm’s eight board directors.
These include head of marketing and her current post, head of corporate
style - a new job as ‘guardian’ of the Body Shop brand encompassing its
shops, products, campaigns and corporate profile.
Body Shop head of public relations John Grounds said the company will
decide in May if it is to replace Forster.
Grounds also added that it was ‘too early’ to comment on speculation
that The Body Shop is to ditch its PR-led marketing philosophy and begin
When Forster and Gavin Grant, now head of public affairs, created The
Body Shop’s first marketing department in 1994 Grant said ‘hell will
freeze over’ before it ventured into TV advertising.
The Body Shop tested press and radio advertising in the US last year but
so far there is no indication the company plans to use them in the UK.
At the moment it is relying on a marketing department and communications
team of 14 headed by director Adrian Hodges, which handles world wide
public relations from The Body Shop’s West Sussex headquarters.