01 The Brief

The Body Shop is known for its body and skincare range, along with their manifesto ‘Changemaking for the Planet’. This year for their festive PR pop-up, they were looking to see how they could effectively engage their guests and consumers to not just shop for the sake of gifting, but to be more conscious about the gifts that they buy and receive.

The Body Shop has various initiatives that aim to work with ethical and sustainable farmers for their natural and raw ingredients, as well as a paper program working with paper artisans in India. How do we let these unsung heroes shine through their latest festive campaign, whilst keeping the pop-up interactive and interesting for the guests?

02 Event

The space was split into 3 zones, with each zone focusing on different aspects of Changemaking.

The entrance and first zone focuses on Changemaking for Myself, which focused on self-care and awareness to be more conscious of how we feel as individuals. Programming here consisted of a self-care wall where guests could write down encouraging words and liners for themselves and others as a form of encouragement. Opposite of the wall sat a mirror installation filled with quotes of reflection that also served as a popular photo spot.

The second zone was Changemaking for the Environment, which included 2 main programming – A refill station by The Body Shop, and an exclusive pop-up festive upcycling cardmaking workshop, where I was the facilitator of the day.

Working with a local paper artisan Print and Matters, we gave old The Body Shop brown paper bags a new life by breaking them down into pulp and into new greeting card-sized papers as a base for the activity. Various shapes were cut from paper bags from past festive campaigns that could no longe be used, and these became the ornaments that guests could use to decorate their cards with.

Changemaking for Communities, the last zone, consisted of a corner to corner-sized busy wall, with 4 panels that represented different initiatives that The Body Shop has in order to support fair trade and sustainability.

Each panel has an interactive feature that invites guests to explore within the boards, from a showcase of raw ingredients, scent funnels of their festive scents, to a yarn bomb questionnaire to find out what they look for in a good product, and displays of their wide range of scents. Most of the interactive features consists of recycled products, mostly emptied bottles from their empties programme in-store, that were converted into petri-dishes, yarn holders, and even a small tree made out of the bottles.