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SS WW

OO TT

Strong (CSR) brand identity Strong (CSR) brand identity

Extensive CSR programExtensive CSR program

Firstmover brand advantageFirstmover brand advantage

Able to draw from L’Oreal economies Able to draw from L’Oreal economies of scale and experience curveof scale and experience curve

Own retail networkOwn retail network

Owned by L’Oreal and is thereby Owned by L’Oreal and is thereby connected to their none-ethical imageconnected to their none-ethical image

High seasonality in sales (Christmas)High seasonality in sales (Christmas)

Increasing doubt and mistrust about Increasing doubt and mistrust about CSRCSR

Increasing preference for ecological Increasing preference for ecological and ethical productsand ethical products

Growing men’s cosmetic marketGrowing men’s cosmetic market

Economic recovery in sightEconomic recovery in sight

Credibility issue

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Key Publics

• Enablers, (NGO's and Opinion Leaders)- Address the credibility issue- Target their communication towards opinion

leaders, instead of the customers/ consumers- Risk of negative communication- Solid brand equity

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Action/Response strategies - the CSR credibility issue:

Proactive strategies ?• Action tools

Alliances and coalitions Sponsorships

Active role Passive role

• Communication tools

1. Get publicity simulate third-party endorsement2. Transparent communication, all external communication

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Message strategy

• Kinds of celeb spokesperson:– Endorsement deal– Ambassador for projects– Hire celebrity as “Creative executive”

• One of the core elements is The Body Shop’s CSR Programs, ideal to use an ambassador – voluntarily.

• Message structure: “We could do it better”-strategy.

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Interpersonal Communication Tactics• ICT through digital media

- Directly response from a personalized character- More serious and trustworthy- 'Down to earth'-communication

• Social digital platform, Facebook- Personalized executives profiles- Award the best comment, idea, solution etc.- Firstly, implementation of the idea.

And secondly some kind of status• Secure suitable level op participation

- Beta-version among members club- Indicate acceptance

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Organizational Media Tactics

• Digital media social media• Make their traditional report interactive,

connected to Facebook, Twitter or other social media.

• Involvement of the public: larger credibility, trough different kinds of online features or an application to Smartphone's that include two-way-communication

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News Media Tactics:

• Twitter is an ideal forum to post news from The Body Shop (ideal for all kinds of news)

• Create a possibility for the Body Shop to create a more personal angle to the message

• Product and campaign news: Facebook and an app could be used to publish news about the campaigns and products.