Innocos
Brand Strategy, Brand Identity, Brand World, Brand Guidelines
Understand First
Amidst a pivotal moment in its history, The Body Shop faced the challenge of reigniting belief in the brand following its emergence from administration. With a legacy as a pioneer of ethical beauty, the brand sought to reaffirm its purpose and relevance in today’s competitive market. Free The Birds was appointed to create a unifying campaign that would not only energise loyal customers but also capture the attention of a new generation of conscious consumers – restoring clarity to The Body Shop’s voice and sparking renewed momentum across all platforms.
Free The Birds developed the ‘Back for Good’ campaign as both a rallying cry and a statement of intent. It articulated The Body Shop’s enduring values while injecting a fresh energy to galvanise both customers and internal teams. Alongside this powerful core message, the complementary line ‘Good Value, Good Values’ underscored the brand’s ethical and accessible positioning – a dual message that ran consistently across all campaign elements.
Working in close collaboration with The Body Shop’s in-house creative team, Free The Birds crafted a bold visual identity for the campaign, built around a distinctive circle motif that unified retail displays, high-street windows, and flagship store takeovers in London’s Soho, Brighton, and Leeds. The design spilled out onto the streets with high-impact out-of-home activations, including branded taxis, digivans, and a nationwide radio campaign, altogether achieving tens of millions of impressions. Playful, interactive elements like the Wheel of ‘Good’ Fortune brought the campaign to life in stores, creating moments of engagement that reinforced the brand’s joyful spirit.
Market research ahead of the campaign had shown uncertainty among consumers about the future of The Body Shop. ‘Back for Good’ successfully transformed perception, rallying long-time fans while creating emotional connection with younger audiences who value authenticity, inclusivity, and sustainability.The campaign’s impact was immediate and measurable. The Body Shop exceeded forecasts both online and in-store, generating millions in sales, with retail revenue outperforming expectations and e-commerce surpassing its forecast. Most importantly, the campaign helped The Body Shop reclaim its position as a beauty brand with purpose at its core, reinvigorating its founding mission and setting the stage for future growth.
