The Body Shop Reformulates Body Butter Range

The Body Shop has relaunched its Body Butters, one of its most iconic and best-selling product lines. Launched 29 years ago by Founder Dame Anita Roddick, the improved formulas feature new ingredients and are housed in 100% sustainable packaging.
 
The new Body Butter formula is now certified vegan, made with a minimum of 95% natural origin ingredients. It packaged in a fully recyclable tub, made of 100% recycled plastic PET, including Community Fair Trade plastic from India, and aluminum lids. 
 
All formats also contain Community Fair Trade shea butter from Ghana, according to the company.
 
“Our Body Butters have constantly evolved over time to better meet the needs of our customers,” said Hilary Lloyd, VP brand and activism, The Body Shop. “Our 2022 ambitions to package products with a minimum of 75% post-consumer recycled plastic, alongside our aim to be 100% vegan by 2023 were critical drivers for this iconic relaunch. We couldn't be more proud of the efforts made to better our products and felt it was important to bolster this message with a strong marketing campaign that spreads the word far and wide—in celebration of bodies, love and new Body Butter.”
 
The product's moisturization lasts 96 hours and is categorized across four textures based on differing skin needs: creamy, rich, extra-rich and ultra-rich butter.
 
The creamy butter, which designed for normal skin types, has new British Rose and Strawberry fragrances. Rich butter, designed for sensitive and dry skin types, now contains avocado. The extra-rich variant has a new argan scent.

The Body Shop, which is a certified B Corp, has created a robust marketing campaign to mark the relaunch. It worked with certified WBENC1 women-owned agency Odysseus Arms to create the integrated North American campaign which is anchored in a custom song and video produced by an award-winning music video director known for his work with Beyoncé, Lizzo and Janelle Monáe.