To create an unconventional campaign that re-establishes The Body Shop as the original pioneers of ethical beauty.
To hold a protest style event.
Dame Anita Roddick (the founder of The Body Shop) was a human rights activist and environmental campaigner. Therefore, I decided to honour her legacy and create a protest style event, to be held outside a central London branch. The protest campaign is titled 'Make up your mind' which encourages the public to have a choice as to whether they decide to offer their custom to a company that is ethical, or to support the opposite. Furthermore, the phrase 'Make up your mind' includes a double meaning of the word 'make up', demonstrating that The Body Shop is a beauty company. The company have five ethical values, all of which I have addressed.