The Body Shop has appointed Bean Andrews Norways Cramphorn to create a UK advertising campaign to combat the launch of Virgin’s chain of cosmetics stores.
It will be the retailer’s first ad campaign, and is a U-turn for Body Shop founder and chief executive Anita Roddick, who has always criticised the use of advertising.
Roddick says: “We are getting back to our roots – skin, hair, colour and attitude. We’re not afraid to campaign on human rights as well as talk about our products.”
The retailer has been in talks with three agencies since last October, and this week confirmed the appointment of Bean Andrews. Although the chain has always eschewed mainstream advertising, it worked with St Luke’s for two years.
St Luke’s never produced any advertising for the chain, but advised on the use of the Internet and unconventional uses of TV.
Virgin’s cosmetics chain could present tough competition for The Body Shop, and Virgin has already poached a number of the chain’s design and marketing staff.