S W O T Strong (CSR) brand identity Extensive CSR program Firstmover brand advantage Able to draw from L’Oreal economies of scale and experience curve Own retail network Owned by L’Oreal and is thereby connected to their none-ethical image High seasonality in sales (Christmas) Increasing doubt and mistrust about CSR Increasing preference for ecological and ethical products Growing men’s cosmetic market Economic recovery in sight Credibility issue
Enablers, (NGO's and Opinion Leaders)
- Address the credibility issue
- Target their communication towards opinion leaders, instead of the customers/ consumers
- Risk of negative communication
- Solid brand equity
Action/Response strategies - the CSR credibility issue:
Proactive strategies ?
Alliances and coalitions Sponsorships
Active role Passive role
1. Get publicity simulate third-party endorsement
2. Transparent communication, all external communication
Kinds of celeb spokesperson:
Ambassador for projects
Hire celebrity as “Creative executive”
One of the core elements is The Body Shop’s CSR Programs, ideal to use an ambassador – voluntarily.
Message structure: “We could do it better”-strategy.
Interpersonal Communication Tactics
ICT through digital media
- Directly response from a personalized character
- More serious and trustworthy
- 'Down to earth'-communication
Social digital platform, Facebook
- Personalized executives profiles
- Award the best comment, idea, solution etc.
- Firstly, implementation of the idea.
And secondly some kind of status
Secure suitable level op participation
- Beta-version among members club
- Indicate acceptance
Organizational Media Tactics
Digital media social media
Make their traditional report interactive, connected to Facebook, Twitter or other social media.
Involvement of the public: larger credibility, trough different kinds of online features or an application to Smartphone's that include two-way-communication
News Media Tactics:
Twitter is an ideal forum to post news from The Body Shop (ideal for all kinds of news)
Create a possibility for the Body Shop to create a more personal angle to the message
Product and campaign news: Facebook and an app could be used to publish news about the campaigns and products.