The Body Shop Unveils First Outdoor Campaign Targeting On-The-Go Audiences

The Body Shop promotion with OUTFRONT Media is intended to get petitions against cosmetics testing on animals signed at its 3,000 global stores.

The Body Shop’s first out-of-home campaign in the U.S. is meant to connect its retail locations with its long-time battle against animal testing in cosmetics.

In an alliance with the non-profit organization Cruelty Free International, the campaign, which is was started last summer, is now continuing with a roll out on OUTFRONT Media’s digital billboards to promote a global ban on animal testing of cosmetic products and ingredients. The goal is to get 8 million signers on a petition calling for the United Nations to introduce an international convention “to end the practice once and for all,” the cosmetics retailer says.

“The Body Shop has been Forever Against Animal Testing since the 1980s,” said Andrea Blieden, General Manager, U.S. at The Body Shop. “We’re so excited to continue to spread the buzz of our campaign and bring our petition to outdoor audiences through our first ever out-of-home marketing campaign and digital billboards in New York City. This activation puts us one step closer to our goal of delivering our petition and signatures to the United Nations later this year, and finally preventing animal testing in cosmetics forever, everywhere.”

The Body Shop, which has an estimated 250 franchises in the U.S. and a total 3,000 outlets across 66 countries, will feature the petitions in each of its locations. The 42-year-old company has been emphasizing its own “cruelty-free” products since 1989. (In addition to getting customers to sign the petition in-store, there’s also an online document people can put there name on.)

The ads will run from March 19, 2018 to April 16, 2018 in New York City’s Times Square as well as on a newly-installed Liveboards in historic Helmsley Walkway, underneath the Helmsley Building, a New York City Landmark designed by the architects of Grand Central Terminal.

The campaign will be amplified by a cross-platform effort, a rep for OUTFRONT and The Body Shop told GeoMarketing.

“The Body Shop is currently and has been leveraging paid search (includes Google Maps), paid display (includes geo-targeted campaigns), and paid social (includes geo-targeted campaigns) to amplify the campaign efforts,” the rep said. “Consumers are encouraged to use the campaign hashtag #ForeverAgainstAnimalTesting on social media to raise awareness of the issue.”

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David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.