Body Shop Launches New 'Self Love Street' Commercials During 'Love Island'
Niko Pajkovic — August 9, 2021 — Marketing
References: thebodyshop & campaignlive
The Body Shop has launched a series of 30-second TV commercials inviting viewers to head to 'Self Love Street.' The ads, which encourage viewers to nurture a positive self-image and fight back against self-doubt, were strategically released during 'Love island,' a hit TV series known for its unrealistic representations of love and beauty.
Created by Wax/On, the campaign tackles issues relating to body image, romantic rejection, and the need for external validation. The ads depict three housemates and the alternative practices they employ to foster self-love. "We couldn't replicate what was going on in Love Island, so we had to create something which was much more believable much more real," said Ben Hooper, the creative partner of Wax/On.
Presented as a form of temporary intervention, these ads provide fans of 'Love Island' a much-needed break from the unrealistic portrayals found in the show.
Image Credit: The Body Shop
Created by Wax/On, the campaign tackles issues relating to body image, romantic rejection, and the need for external validation. The ads depict three housemates and the alternative practices they employ to foster self-love. "We couldn't replicate what was going on in Love Island, so we had to create something which was much more believable much more real," said Ben Hooper, the creative partner of Wax/On.
Presented as a form of temporary intervention, these ads provide fans of 'Love Island' a much-needed break from the unrealistic portrayals found in the show.
Image Credit: The Body Shop
Trend Themes
1. Positive Self-image Encouragement - Businesses can create similar campaigns that foster self-love by promoting positive messages for consumers.
2. Alternative Beauty Practices - There is an opportunity for businesses in the beauty industry to explore and promote alternative ways of fostering self-love.
3. Temporary Intervention Marketing - Similar to the Body Shop's campaign, businesses can create short-term marketing campaigns that provide a break from the harmful messages portrayed in certain media.
Industry Implications
1. Beauty Industry - Companies in the beauty industry could promote self-love through alternative beauty practices while also empowering positive self-image campaigns.
2. Marketing Industry - Marketing agencies could develop temporary intervention campaigns like the Body Shop's to provide a relief from harmful messages portrayed in media.
3. Entertainment Industry - The entertainment industry has the opportunity, as seen in Love Island, to accurately depict beauty and love without further perpetuating harmful, unrealistic standards.
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