Teasing And Revealing
Having in mind the story of activism strongly built into The Body Shop brand, the communication strategy was developed. It included teaser and reveal phase, designed to introduce the brand’s vision as changemaking beauty.
The teaser phase was based on social media teasing content and stories published by the influencers. The reveal phase included an opening event organization, social media campaign, and influencer campaign. We prepared a technical scenario for the event which started with a Beauty Walk – march of the changemaking beauty, and continued with a debate, Beauty Talk. When the debate was over, a representative of The Body Shop invited the participants to the official ribbon cutting and a vegan cocktail.
15 promoters, representing beauty of all shapes and sizes were hired to carry placards and a megaphone through Skopje City Mall, where the store opening event took place. The Beauty Talk was moderated by Ana Jovkovska, author, feminist and former TV host. A total of 21 influencers, journalists, activists and other public figures were present.