The Body Shop Spreads The Virus Of Kindness
COVID-19 has consumed our lives completely. Being isolated at home has not only affected my everyday routine, but it has made me realize that our digital habits have changed as consumers. Due to the circumstances and complete boredom, we all spend more time on social media platforms than ever before. Not only is this an excellent opportunity for brands to reach consumers, but the catch is that brands need to tailor their messaging to maintain a loyal customer base. The Body Shop is one of the brands that found a way of connecting with consumers digitally by changing their messaging in such a way that it projects positivity in a time of despair.
The Body Shop’s is taking action.
At the beginning of the outbreak, The Body Shop communicated to its customers that all their stores would implement strict hygiene protocols. All shops removed product testers and encouraged customers to pop into the shop to wash their hands at the stores’ sinks or use the hand sanitizers placed around the store. Unfortunately, as the virus spiraled, The Body Shop released a statement that all their stores will close from March 16 until at least Friday, March 27. The Body Shop store employees will continue to receive payment for all hours scheduled for that period. The brand also encouraged customers to stay home safely and purchase products at their online store if needed. The brand took the opportunity to take a Corporate Social Responsibility (CSR) role by initiating a program to donate approximately 30,000 units of cleansing products to vulnerable communities who are struggling to protect themselves.
How is The Body Shop tailoring their messaging?
Most cosmetic brands offer unmissable promotions during this time, and it does make sense since they need the finances to pay for the rental space of closed stores and support their employees. But pushing customers to purchase goods at this time will not be efficient in retaining a loyal customer. People don’t want to waste money on unnecessary cosmetic products, especially since the virus caused a financial strain on every household. The Body Shop does an excellent job of supporting their customers by focusing on their needs rather than being focused on pushing sales. The Body Shop changed their voice by using the #Timetocare as part of their digital strategy. The aim is to post positive content that will inspire consumers to take care of themselves and be involved in acts of kindness during uncertain times.
How The Body Shop’s messaging inspires me?
Communicating to their customers to take action via self-love is just a fantastic way of connecting with customers. The Body Shop’s posts on Instagram personally inspired me to implement a bit of self-care into myself even when I am just staying home and staring at a computer the entire day. It completely changes my view on how to approach quarantining at home. Instead of being frustrated about the situation, I look forward to beginning a new routine of exercise, plan a schedule of a normal work day and to take it easy from time to time.
Does the messaging stay true to The Body Shop brand?
The positive attitude The Body Shop has into taking care of their communities puts a smile on my face. In my opinion, I believe that their messaging gives the brand a personality. More so, it feels more personal and genuine than a brand. What makes this even more authentic is the fact that The Body Shop stays true to corporate values. The Body Shop is a Certified B Corporation, which is a business that lives the highest social and environmental standards for people and the planet. The company uses profits and growth to create a positive impact on their employees, communities and the environment. Therefore the COVID-19 outbreak is no different. Spreading positivity is all that the world needs right now and it is great to see that a brand can take action by acts of kindness or even posting a positive message instead of pushing promotions to make me feel like I have to purchase something. I am already part of The Body Shop fan club and due to the #Timetocare initiative, the company has reassured me that they care not only for me as a customer but for society as a whole.
The long-term effect the COVID-19 will have brand messaging.
We as marketers will need to do what we do best. We need to adapt by staying on top of the latest trends, following the data for insight, and understanding new consumer behaviors. These factors will be vital in driving successful marketing strategies moving forward. As the whole world struggles to find their ground during this challenging time, it goes without saying that compassion in marketing strategies will be crucial to ensure the brand remains in a positive light. The Body Shop is an excellent example for other brands to take part in a compassionate approach to build long-term customer trust, satisfaction and loyalty. It all comes down to a brand being humane and keeping people at heart.
