Brand & Product Activation Campaign
Sector
Beauty
What We Did
Social Strategy, Comms Hierarchy, Messaging Framework, Creative Strategy, Creative Ideation, Copywriting, Art Direction, Casting, Production, Post Production, Design & Artworking.
What We Delivered
A global 360° campaign for rollout across all markets, including key visuals for OOH and in-store, alongside assets designed to drive consideration and conversion across e-commerce, paid social and organic social.
Results
making glow feel like an attitude.
The campaign rethinks what it means to be beautiful, and created heated discussion in the comments section on social. The work sparked debate around humour, bodies and what belongs in public-facing advertising. Some people thought the provocation went too far. Others recognised precisely the opposite, a Body Shop they remembered back to it’s lovable, original self. Rooted in nature and built around individuality, Rebellious by Nature confidently celebrates The Body Shop’s legacy whilst carrying its attitude forward.
Background
The new face of rebellion.
At the end of 2025, The Body Shop set out a new Global Brand Plan with a clear ambition: invest in the brand by reviving the bold, audacious and playful spirit that made it famous in the first place.
The Body Shop has a unique place in global culture. Since 1976, its body-loving, ethically sourced products have been given, received and shared with love. At the same time, body care is having a new cultural moment. Gen Z and Alpha are bringing play and joy to personal care to create rituals that feel individual, expressive and fun.
For Summer 2026, The Body Shop created a special-edition collection inspired by the magic of golden hour. Glow oils, tanning drops, lip oils, SPF and Vanilla body care: products designed to deliver that unmistakable feeling of warm skin and effortless glow, without the fussy routine.
It's an opportunity to connect The Body Shop’s body care heritage with a new generation: championing human connection while turning everyday routines into moments of scent, texture, play and self-expression.
Challenge
How do you own summer when everyone is selling summer? The Body Shop needed to stand out in an oversaturated seasonal beauty market while balancing two different stories: the comeback of customer-requested Vanilla and the launch of Glow Oils as hero NPD.
Creating a global glow moment.
Not summer as a season, but as a global state of glow. Summer isn’t one global moment. Australia, India, Canada, the UK and the Middle East don’t share a climate, cultural dress code or retail calendar. Summer in one market can mean winter in another.
Summer beauty has a habit of selling the same fantasy. Beach. Bikini. Bronzed body. Repeat. We needed to find something more universal. A feeling of summer that could cross seasons, cultures and categories. Something recognisable without being predictable. Flexible enough to move from lips to skin, from Born Lippy to Glow, while still feeling like one bright, ownable world for The Body Shop.
Solution
Making glow feel like an attitude. For The Body Shop Summer 2026 global campaign, we took a different route. Serve Summer Your Way treated summer less as a place or season and more as a feeling you could switch on. Glow oils, tanning drops, lip oils, SPF, Vanilla body care became props for getting ready, showing off and hyping up your friends.
Serving summer your way.
Colour, texture, movement and people coming together with a joyful self-expression and collective energy of festival season. We wanted to show radiance as it actually exists across different skin tones, bodies and textures. Stretch marks, scars, cellulite, anything natural, all included. Not perfect skin, but your real skin, having a really good summer.
Victor Sabbe
Chief Marketing Officer
The Body Shop
Behind The Scenes
For The Body Shop’s Summer 2026 campaign, we helped bring Serve Summer Your Way to life as a bold, playful celebration of glow, self-expression and real skin. The creative was built around the idea that summer isn’t a look or a location - it’s a feeling you can make your own.
We brought together vibrant set design, expressive casting, playful art direction and a mix of hero product moments to create a visual world full of colour, movement and energy.
The result was a colourful, inclusive campaign designed to work across markets and formats, showing The Body Shop’s products in use, in motion and on real people - celebrating summer exactly as you choose to enjoy it.
