Talking
shop for The
Body Shop
The Body Shop
Global messaging and tone of voice
The Body Shop is one of the most recognisable brands in the world. But without consistent messaging across all countries, their message could get lost.
What we did
Content audit
Tone of voice principles
Tone and messaging guidelines
Training workshop
The Body Shop has a long history of activism and campaigning – always against a background of sustainability. But with over 2,500 outlets in more than 80 countries, keeping their communications consistent wasn’t easy.
That’s when they asked Lark to create some key messaging principles that every executive could follow. The brand also wanted to highlight the sustainable element of their business – with the proof to back up their positioning.
“We’re growing our positive impact on the planet through bold activism and responsible business practices so we can have an inspiring influence on our industry and our society.”
One of the new key messages
After carrying out a content audit and discovery calls, we created a new set of tone and messaging guidelines for The Body Shop. The Green Book of Corporate Comms would help their global teams find the right way to talk about the brand, the product, and its ethos – authentically, powerfully and consistently.
These updated principles would give also team leaders the confidence, evidence and a unified voice when talking to journalists, investors or other business leaders worldwide.
Impact
Following the launch of The Green Book, The Body Shop asked us to work on more global comms. We created a number of engaging editorial toolkits for leaders in each country to use when discussing brand issues like climate change or a campaign to lower the voting age.
