What’s The Body Shop Doing on Tinder?

Today, The Body Shop is rolling out a new “gorilla” marketing campaign on dating app Tinder to introduce the brand's new Bio-Bridges program. The brand's hero Reggie, a Red Shanked Douc monkey from Vietnam, is featured and looking for his mate – or at least someone DTMA (down to monkey around).
 
From Reggie's profile, Tinder users can learn more about the Bio-Bridges program, which restores wildlife corridors within damaged landscapes and helps endangered species reconnect, enabling them to breed and thrive. Through this program, The Body Shop aims to protect and regenerate 75 million square meters of forest by 2020 to protect it from exploitation, poaching and unsustainable harvesting, said the brand.
 
The Body Shop's first Bio-Bridge project is based in the Khe Nuoc Trong forest in north-central Vietnam, where Reggie, the Red Shanked Douc, lives. The Red Shanked Douc is on the IUCN (International Union for Conservation of Nature) red list of endangered species.
 
 “The Bio-Bridges program is an important component of our Enrich Not Exploit Commitment, the first stage in our ultimate aim to become the world's most ethical and truly sustainable global business,” said Toby Milton, general manager of The Body Shop Canada. “The Tinder campaign is a fun way to reach a new audience and create awareness among Canadians about our global sustainability initiatives and show customers how they can get involved.”
 
The Tinder placement will run in conjunction with an in-store and online campaign that will allow customers to directly support the program.  For every purchase made at The Body Shop from July-September, the L'Oréal-owned brand will fund one square meter of rainforest.