The Body Shop’s revenue is on a decline due to the saturated cosmetic market with similar ethics. This causes them to blend in with their competitors. Our project aims to differentiate The Body Shop from its competitors through community fair trade.
The Body Shop
The Body Shop is an ethical cosmetics company that has made a commitment to enrich, not exploit, people as well as the planet. They are committed to working fairly with farmers and suppliers and helping communities around the world thrive.
ROLE
Visual Design, Content Strategy, Copy editing, User Testing, Research
TEAM
Jessica Hui, Rob Koch, Venus Lau
DURATION
4 weeks
TOOLS
Adobe Illustrator, Keynote
Industry Problem
Opportunity
The Body Shop is explicit about their relationship with fair trade communities; including the processes involved in the harvesting and treatment as well as how fair trade positively impacts the communities.
Design Solution
A web experience that creates transparency between consumers and fair trade suppliers. Our aim is to enrich consumers with the stories behind the products in order to shift their mindset from “I purchased" to “I contributed”.
How might we re-establish the Body Shop as the ethical retail leader of the cosmetic industry through promoting Community Fair Trade as a key motivator to purchase?
Customer Segment
We are focusing on moving a 1 time shopper into an occasional shopper. This comes from fact that only 49% of The Body Shop customers shop once a year. From that we decided that our long term goal is to build customer loyalty. From our Sprint, we asked How might we… 1. Expose The Body Shop’s processes of sourcing and production, and 2. Present The Body Shop’s values clearly to build customer loyalty?
Persona
We are focusing on moving a 1 time shopper into an occasional shopper. This comes from fact that only 49% of The Body Shop customers shop once a year. From that we decided that our long term goal is to build customer loyalty. From our Sprint, we asked "How might we…"
1. Expose The Body Shop’s processes of sourcing and production?
2. Present The Body Shop’s values clearly to build customer loyalty?
Insight - Radical Transparency
Everlane is an online clothing retailer that is the leader of sustainable apparel and price transparency. They run their business on the concept of ‘radical transparency’ as a core value. They share their stories partnering with ethical factories around the world, down to the true cost for materials, hardware, labour, duties, and transport. Their transparency in their cost breakdown has helped to build customers’ trust in the company.
Reflection
As my team and I decided to take upon an industry-wide problem, we faced many challenges in struggling to create an experience that wouldn't cater solely to a younger audience. Through user testing, I learned that this was the best approach towards pinpointing pain areas within our design decisions. Had we not done user-testing, we would have been lacking the perspective of the user-group that we were designing for.