BA links with Body Shop to boost customer care

British Airways and The Body Shop are to launch a joint marketing partnership, initially through BA’s Club World class, which could see the retailer’s skin and body care services becoming available to passengers in BA airport lounges.

The move would be similar to the service already offered by rival Virgin Atlantic Airways, which offers passengers in-flight massage and a range of Neal’s Yard cosmetics.

The BA/Body Shop link-up will take effect in summer 1997.

As a first part of the deal, BA Club World travellers will receive bags of Body Shop items. A Body Shop spokesman says it is possible the company may extend collaboration to offer services at airport lounges.

Details of the partnership will be announced at The Body Shop’s interim results meeting tomorrow (Thursday). News of the link-up came shortly after it was revealed that the company is planning a national TV ad campaign to counter Virgin’s mooted launch of a chain of 100 cosmetics and retail stores.

Hamish Taylor, general manager brands at BA, says: “We wanted to improve the well-being programme [of customer care] that we have run since 1993 and with the Body Shop we have a brand that is recognised internationally.”

Twinings is aiming to attract more consumers to its speciality tea and infusions market with the launch of a 2m press advertising campaign in food, drink and cookery magazines. The ads, through Saatchi & Saatchi, focus on the wide range of teas available and carry a freephone number inviting readers to ring for free samples. Julia Mooney, Twinings UK marketing manager, says: “This is the first time Twinings has incorporated a response mechanism in our advertising and we look forward to seeing the results.”

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