1. The Body Shop is a great example of a company that uses societal marketing concepts.

The
Body Shop is a British skin care, perfume, and cosmetics company founded in 1976 by Dame
Anita Roddick (Bhasin 2019). It's well-known that individuals are eager to keep up a healthy
lifestyle and use organic skincare products. They meet the customer's need for a healthy
lifestyle by using natural, organic, and vegetable-based materials as ingredients for their
products. It is totally against animal testing, advocates community trade, and completes the
protection of the planet. The brand promotes environmental awareness and protests against
product experimentation on animals. The Body Shop's dedicated customers express their
appreciation for its stance on environmental and social concerns (Bhasin 2019). The Body Shop
launched the "Forever against Animal Testing" campaign on June 1 in 2017, to collect 8 million
signatures from petitioning the United Nations to implement a global ban on animal testing in
cosmetics and ingredients by 2020, therefore protecting millions of animals worldwide (Ganatra
et al. 2021).
https://www.thebodyshop.com/en-gb/about-us/activism/faat/a/a00018

2. The Body Shop's marketers have utilized social media effectively to communicate with their
consumers. They often post pictures, videos about their products and use hashtags to promote
them on social media platforms such as Facebook and Instagram. Additionally, the Body Shop
has chosen to collaborate with various celebrities and influencers to advertise its goods. For
instance, to market their Body Butter, they collaborated with Paul Foster, a Singaporean actor
and broadcaster; he shared a photo of himself with the product and then used the hashtag to
reach out to his followers and other social media users. They usually run meaningful campaigns
for their customers to join online. Therefore, the brand can raise the awareness of their
customers of protecting our planet and boost the brand's image as well. In the "Forever Against
Animal Testing" campaign, the Body Shop teamed up with "Game of Thrones" star Maisie
Williams and other famous faces and social influencers like Kelly Osbourne and Ariel Winter.
These celebrities took a picture while wearing a t-shirt with the printed line "I Am Forever
Against Animal Testing," pose a gesture as bunny ears, and then shared it on their Instagram or
Facebook with the hashtag #ForeverAgainstAnimalTesting.
Figure 1. Reproduced from Blanaru 2017

Figure 2. Reproduced from Blanaru 2017

References

Bhasin, H 2019, 'Marketing Strategy of the Body Shop - Body Shop Strategy,' Marketing91, April
11, viewed October 23, 2021, https://www.marketing91.com/marketing-strategy-of-the-body-
shop/

Blanaru, C 2017, 'Kelly Osbourne, Maisie Williams, Ariel Winter join The Body Shop in a bid to
end animal testing - AdHugger', AdHugger, June 3, viewed October 23, 2021,
https://www.adhugger.net/2017/06/03/kelly-osbourne-maisie-williams-ariel-winter-join-body-
shop-bid-end-animal-testing/

Ganatra, V, Sinha, R, Srishti, S, Pandey, R, Kadam, P, Ristiansyah, S, Sin, L, Yin, C, Kee, D,

Jin, L, Wei, O & Wei, L 2021, 'The Body Shop "Forever Against Animal Testing,"' International
Journal of Applied Business and International Management, April, vol. 6, no. 1, pp. 90-100,
viewed October 23, 2021, http://dx.doi.org/10.32535/ijabim.v6i1.1082