The Body Shop ReInvents Its Green-ness

Green mania is in full effect, as every retailer, from major corporations to small mom-and-pop shops, claims to be making green-focused efforts. But with all the hoopla, consumers are beginning to get a little cynical.

Is that bamboo underwear really sustainable (not to mention comfortable?!) and what exactly does paraben-free mean? As consumer eco-friendly intelligence accelerates, it's more important than ever before for retailers to be honest, consistent and forth-coming.

A leader in the green revolution (and one of the founders), The Body Shop, has faced this crisis of conscience before. Originally beginning as one of the first eco-friendly cosmetic and skincare companies 32 years ago, the company quickly lost its credibility when it sold out to L'Oreal in 2006--who at that time had yet to ban animal testing. But, as they say, it isn't over till the fat lady sings. And in 2008, it's an entirely new day for The Body Shop.

The company is currently seeking to reclaim its environmentally responsible reputation. The latest campaign boasts, "Less packaging. More beautiful." According to GlobeandMail.com, the company is committed to boasting a bit more loudly about all of its green-ness.

"We're trying to bring some fun back," said Peter Saunders, CEO of the company. "We probably are guilty of being a little too serious. The whole brand is about nature--it's about fun, it's about personal treats and pampering."

The Body Shop is working with London-based Leagas Delaney to redesign its marketing campaign to convey this commitment to the environment and fun.

To be honest, though, I thought The Body Shop was sort of over. I knew they had an eco-friendly conscience, but they have been so quiet for so long, I had nearly forgotten about them. Can a new ad campaign bring them back? It might help. Consumers need to start thinking of The Body Shop again for them to come back in an even bigger way.

But the entire scenario lends itself to an important question--how do retailers distinguish themselves amidst a sea of green companies? How is YOUR green better or different than the other companies green techniques? And frankly, does it even matter? Isn't it more important that retailers are making a commitment to the green lifestyle?

Leave your thoughts here!

--Heather Strang

Comments

[Chelsea]

I remember the Body Shop as always being very eco-conscious, with products that don't test on animals, etc. Hopefully this will bring them back into the light again. And by the way, have you ever felt bamboo fabric? It's like silk! So yes, the underwear IS comfortable! :)