Brief
The Brief we are currently working towards is a D&AD Awards competition which requires that we produce 4 new adverts for The Body Shop Company which is now owned by L’oreal Cosmetics.
The Brief states that the adverts must reflect the original Body Shop ethos and ethical awareness.
Here is the original mission statement, as devised by Anita Roddick when she first started the company in 1976:
our values
We believe every woman has the right to feel fabulous. We believe everyone has the right to earn a fair wage for their hard work, that child labour should be abolished, that amazing natural ingredients should be celebrated, not plundered, and that no animal should be tested on for cosmetic purposes. These beliefs form our five company values:
Against Animal Testing
Support Community Trade
Activate Self-esteem
Defend Human Rights
Protect our Planet
Compare the original mission statement to the present one devised by L’oreal:
our values
We believe there is only one way to be beautiful,
nature’s way.
We’ve believed this for years and still do. We constantly seek out wonderful natural ingredients from all four corners of the globe, and we bring you products bursting with effectiveness to enhance your natural beauty. Whilst we’re doing this we always strive to protect this beautiful planet and the people who depend on it. We don’t do it this way because it’s fashionable. We do it because, to us, it’s the only way.
There is a big difference between the two statements; the original statement is from a decade where sexism was expressed quite freely, with the statement only talking about women whereas in the present day, The Body shop produce mens cosmetics aswell as womens. The original statement sounds as if it has been devised to really get the point across about the company values whereas the L’oreal statement seems more revolved around getting people to buy their products and the sentence, “We don’t do it this way because it’s fashionable. We do it because, to us, it’s the only only way“, in itself proves that they’re just trying to be a more fashionable eco-friendly company.
Advertising: The Body Shop 