Body Shop scraps marketing team

The Body Shop is axing its UK marketing operation, which has resulted in the departure of Nina Custerson, the head of UK marketing. She leaves without a job to go to.

Marketing is now being centralised under director of communications Marina Galanti, who joined in April from Benetton. Future campaigns will be handled by the corporate communications department.

Custerson’s exit follows the departure of Sandra Pickering, the Body Shop’s head of global marketing, in July.

A Body Shop spokesman says: “The main marketing and communications strategy for the UK retail market will be developed by the corporate communications department under Galanti. Previously the UK was treated as separate, but now we are looking at having a consistent worldwide message.”

He says marketing campaigns will be global, with “a clear strategy tailored to individual markets”. An example of this is the “self-esteem and well-being” campaign, which is being introduced in the UK, Australia, Switzerland and the US, with adapted versions for the different markets.

Custerson joined the Body Shop at the beginning of this year. She previously worked as head of visual marketing and merchandising for womenswear chain Richards.

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