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The Body Shop

This article was originally published in The Rose Sheet

Executive Summary

Firm is planning its first advertisement -- an infomercial that is expected to air in select markets around the U.S. before the end of the year. The 30-minute long infomercial will feature footage of co-founder Anita Roddick in countries such as Nepal, Brazil and Mexico, where The Body Shop gets the ingredients for its Trade Not Aid program. The infomercial also will include product pictures, as well as shots of people trying out products in The Body Shop stores. The infomercial will be more "campaign-driven than product-driven," The Body Shop says, because it will primarily explain where the firm gets its ingredients and the rationale for its business policies
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