Can The Body Shop’s new campaign and brand purpose save it in 2024?

By Alessandro Carrara | Published: 3-Jan-2024

The Body Shop has been battling with consistent declining sales, and was recently sold to Aurelius Group following six years under Natura & Co

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After a year of lagging profits, job cuts and its sale to Aurelius Group, The Body Shop has come out of the gate swinging in 2024 with a new campaign and refocused brand purpose.

The British heritage business claims it is now the world’s first global cosmetics retailer to achieve 100% vegan formulations across its entire product range.

This includes its skin care, body care, hair care, make-up and fragrance offerings, which were fully certified by The Vegan Society, a registered charity, in December 2023.

Accompanying this is the new ‘Yes! Another vegan’ campaign, which The Body Shop said plays into the “stereotypical reaction” to a vegan announcement - the eyeroll.

While the campaign is largely tongue in cheek, the business said it actually feeds

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