“You are beautiful, but sometimes you may need a helping hand, it’s about making the best of yourself.” With an acoustic and natural sound, without a magnificent formal clothe but a long-white dress, without a magnificent make-up accommodates but a simple-smiling face. Nature’s Way to Beautiful has wrote out the theme of The Body Shop’s new campaign: simple and natural.
This commercial was mainly divided as three parts within two minutes time period. Its background color tone is “green”; it helps remind the audience that the basic color tones of The Body Shop’s product package and store-design. There is no speak aside in introducing the function of new cosmetic product, but an acoustic sound and changing natural images in strengthening the three keep values in The Body Shop’s green business: Activating self-esteem, supporting community trade and protecting our planet. In this commercial, it presents large amounts of image of the natural environment, and taking turns with sentences of words in the screen instead of speak aside. And leads the audience think from self-esteem to community image, and then to the core question of what is the way to be beautiful. And finally show up the answer: The Body Shop could provide you the nature’s way to be beautiful.
Nature’s Way to be beauty has successfully addressed its “green” image in its TV commercial and press release. Firstly, the TV commercial and the press release are focusing on communicating self esteem and self image of beauty. Secondly, Nature’s Way to Be Beauty coveys the theme of community building and community service. This part presents on how The Body Shop sustain a community-based trade to run a ethical business. Furthermore, the commercial move to a broader scale by presenting the image of natural environment, the flowing river, the wildlife and the sweeping hills. And the model standing on the top of mountain confidently and hopefully. And the sentence show out “ Because we believed that the only way to be beautiful is the natural’s way.” The whole commercial ends with the logo of The Body Shop.
Overall, the campaign has successfully in employing the effective elements in building a green advertisement. pictorial elements,written material and music are centralized to the key line that: How we should define beauty? This is a tough question could be answered in different ways. And this commercial did successfully showed to the audience that the definition from The Body Shop: Nature’s way. It’s a sufficient appeal to those who care about their body health and ingredients of the products.
And The Body Shop is wise in employing the use of social media through this campaign, in accessing a more upscale global market, it seems that some of the leading companies of cosmetic products are turning their voice in their values and beliefs instead of the product itself. The Body Shop is showing their way in the path of global market of the natural beauty philosophy.
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