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The Body Shop Chooses Buzz Marketing

Posted on January 9, 2009
Acia Baghdadi

Nothing new here—some companies sell the perfect holiday gifts. A prime example is The Body Shop. Just in time to get buzz out before the holidays, the company launched a blogger campaign in December with BuzzParadise. BuzzParadise is the Vanksen Group platform that puts brands in contact with bloggers. For the occasion, the brand became Santa for 12 influential French bloggers by inviting them to a The Body Shop store in Paris. There, the bloggers were able to discover The Body Shop and the brand’s secrets alongside Graham Clewer, Head of Ethical Trade at The Body Shop.

Anita Roddick started the incredible The Body Shop adventure about 30 years ago. Over the years, the company has shown the world that “trade can change the world,” and in particular, the world of beauty. The Body Shop has developed its own fair trade program, which it calls Community Trade in order to establish long-lasting trade relationships with disadvantaged communities around the world. The aim of the program is to allow as many people and communities as possible the chance to have financial and social independence. Currently 60% of the company’s products contain at least one ingredient that comes from this uncommon program.

In addition to discussing the topic with The Body Shop team, the bloggers were able to receive beauty and make-up tips from make-up artist Karin Sattar, who turned them into “princesses for a day.” (In order to see pictures of the event, head to our Flickr page.) Additionally, in order to celebrate the holidays, The Body Shop sent a gift-box of cranberry products to 30 BuzzParadise bloggers. The bloggers loved the gift and were even given the chance to run mini-contests on their websites so that one of their lucky readers could win one, too.

For those you of Francophones who didn’t get the chance to participate in this operation, you can read about it on participating French blogs: au pays des merveilles, babillages, le monde de moumone, miss fashion and the beauty and the geek, just to name a few...