The Body Shop: 25 years of Community Fair Trade - a story shared with customers

In 2012, The Body Shop re-thought its communication around customer experience. Using stories about the products and its commitments, the brand forges strong relations with consumers. Discovery.

Storyselling The Body Shop

Customer experience, storyselling… The Body Shop maintains a strong relationship with consumers.

Storyselling The Body Shop

Customer experience, storyselling… The Body Shop maintains a strong relationship with consumers.

2012 marked a turning point for The Body Shop. At the heart of the brand’s communication, there now lies a flagship concept: the customer experience, based on storyselling. Within the 340 new concept stores opened worldwide, the stories told offer customers an original sensorial experience, woven around the brand’s products and commitments. Around a central table, customers are enticed to test products and to discover their ingredients, how they’re grown, harvested or distilled. A wall within these stores also showcases the brand’s partnerships with NGOs and local producers as part of the Community Fair Trade programme, which celebrated its 25th anniversary in 2012 and now benefits over 300,000 people. All these stories are helping to forge strong relationships with customers and convey the essential difference of the brand: its ethical commitment. Aloe vera from Guatemala, babassu oil from Brazil, tea tree oil from Kenya, or shea butter from Ghana: in 2012, over 90% of The Body Shop products contained Community Fair Trade ingredients.

Sustainable procurement

  • Over 90% of The Body Shop products contain community fair trade ingredients