The document describes a student's extended project proposal to create an advertising campaign for The Body Shop's makeup range. The campaign aims to change the way girls use makeup by promoting natural beauty. Research was conducted on existing campaigns and their effects on girls' self-esteem. A TV advert, billboard, and website banner were created showing a model enjoying herself without airbrushing to promote a natural look. Feedback on the first TV advert draft led to improvements in audio and video quality. The final campaign was evaluated as successfully conveying the message of natural beauty in a fun, quirky way.

1. Extended Project
The Body Shop: Inner Beauty
Advertising Campaign
Sarah Innes

2. Brief: Aim of Project
Brief
For the Extended Project, there are four types of Project to pick from:
• Write a dissertation
• Produce an artefact, like a sculpture, model or DVD
• Develop and showcase a performance (sport, drama or music)
• Conduct an investigation/field study
Final Decision
Question: Can an advertising campaign change the way girls use make-up?
Company to Re-Brand: The Body Shop (make-up range)
Companies to Research:
Aveda - http://www.aveda.co.uk/home.tmpl
The Body Shop – http://www.thebodyshop.co.uk
Dainty Dolls – http://www.harrods.com/brand/dainty-doll
Production: Advertising Campaign – Poster, TV advert and website banner
•

3. Project Proposal :Advertising
Campaign
Question: Can an advertising campaign change the way girls use make-up?
Plan: I stared to research into advertising campaigns which target young girls to buy
beauty products and the belief that girls need to look a certain way. I researched
deeper in the matter by finding out how these campaigns effect the emotional minds
of these girls, making them think that women shown in the media are the norm. After
seeing these images of skinny ‘beautiful’ celebrities it triggers some young girls in
thinking that this is what you should look like to be popular like these celebrities,
resorting to anorexia and extreme beauty requiems to achieve this look. I looked into
why this happens, researching into documentaries, books, article and interviews to
find the answers for why girls feel they have to look a certain way.

4. Research
Nicola Roberts: Dainty Dolls Make-up
Dainty Dolls is a make-up range founded by Girls Aloud
singer Nicola Roberts. She set it up due to the life time
problem she has had finding make-up products which
have the correct colour pallet for her skin shade. As Nicola
has very fair skin and ginger hair, much of her life
consisted of making sure she always had a tan and darker
hair, she was ashamed with how she looked. After a life
long battle with the way she looked and the many bulling
reports in the Media, (2002) about her being a ‘ugly
duckling’ she finally had the will power to embrace who
she really is, taking of the fake tan and dyed hair she
found peace with herself and though that she decided to
help people in her situation making sure they understand
her story and that there is a make-up brand now out there
they can use to help be true to their colour.

5. The Body Shop
The Body Shop is a health and beauty chain shop; it advertises their products as being
made up of naturally sourced ingredients enhancing the natural beauty of the
customers and protecting the planet in the process. The stores sell many different
products such as make-up, skin care, hair care and shower products.
“I just want The Body Shop to be the best, most breathlessly exciting company – and
one that changes the way business is carried out. That is my vision.”Anita Roddick,
(2009) Human Rights Activist, Founder of The Body Shop.
The Body Shop does not advertise their products not through TV, radio and even
posters, their techniques is very different, they only advertise their beliefs such as
campaigns against trafficking in women. In 2009 the store launched a campaign to
Stop Sex Trafficking of Children and Young People, with the celebrity support of Jamie
Oliver, Robert Pattinson, Sienna Miller, Nicole Kidman, MPs and many more the
campaign and The Body Shop got a huge boost of media attention also including the
public.

6. Eating Disorders – How the media affects young children
Eating disorders is a widespread problem with men and
women; it has dramatically increased among pre-teens,
Alexandra Fawcett, (2009), Anorexia: beyond the statistics,
The Guardian where admissions went from 36 in 1996/7 to
81 in 2006/7 – a rise of 125%.
From a very young age women and men have been
educated to look and act a certain way. Every week in the
tabloids celebrities are slapped across every page; sharing
their crash dieting tips and being criticised for gaining a few
pounds. The main question asked is this the message we
want to send youth of today. Dove’s Real Beauty Campaign
is one of the only advertisements on the market that uses
real women to advertise their beauty products. As a main
company in the fight against body image problems in young
girls, Dove also holds various self confidence work shops
around the country to encourage young girls to think
positively about themselves and love their bodies no matter
what size they are.

7. Photography Idea
drawing the audience in thinking that if they
buy these clothes they will be as happy as
these women. The styling of the women is
very plan but very effective, each women
has their hair and make-up the same and
dressed in similar clothing, this is a very raw
representation of the brand showing how
This billboard advert featuring Chloẻ fall the women defines the clothing making
2010-2011 collection, the theme being the photo very relatable for the audience.
natural and beautiful, the same theme I
want to include in my advertising campaign. Mock up Poster/ Web Banner Idea
This poster is a good representation of the
end result I want to end up with, it shows
the models having fun outside, no matter
what the weather. The colours in the
photograph are very rich representing a
field of gold, the connotation that in these
clothes they are worth a million dollars,

8. Video Ideas
Chanel Mademoiselle Commercial (Spring/Summer 2011 Campaign)
http://vdioh.com/Video.aspx?VideoId=14999
This Chanel advert is the base for the base for the Spring/Summer collection starring
Blake Lively; I love this advert as it creates a scene of classic beauty. Many of the shots
focus on the direction of the light in the room, creating a visual focus for the audience
as the camera winds its way through the hose to the model. Shots taken with the
model show a behind the scenes effect, re-creating the image of her being an icon to
follow.Set in Paris it creates a simple representation of the brand, using soft music and
a mixture between the black and white in their final edit, it bring the whole look of the
shoot together. I will uses these TV advert to help with the final editing of my advert
as it shows a good demonstration of how you can uses music and visual colours to
change the tone of the advert.

9. Versace / Vanitas Chez Marionnaud
www.youtube.com/watch?v=3L1sr7CWJrs
This Versace perfume advert shows a great example on how to create an advert which
attracts the audience in. This advert does this by the use of close-ups, exotic blue
colours and a combination between focuses keeping the audience interested. The
dipped lights and strong movements of the model give a unique portal of the theme
of the perfume, showing the audience instantly what perfume represents. This advert
helps me create an idea for my advertising campaign as it shows how close-ups can
change the way the audience watches he advert, keeping them hooked on the screen
for a bit longer.

10. Story Board - TV Advert

11. First Cut of TV Advert - Inner Beauty
Make-up Collection
Feedback
Positive
- The footage flows from shot to shot
- The music is suited to the theme of the advert
- The quality of the footage is very clear.
- The structure of the advert is very clear.
Negative
- The shot of the make-up is poor quality.
- The voice recording about the make-up is crackly
and noisy.
- The music cuts are not smooth.
- Some fades are uneven.
http://www.youtube.com/watch?v=_
Improvements
zsNwZO-jF0
- Change the shot of the make-up.
- Re-edit the music to make it flow.
- Change the volume of the voice over.
- Edit the voice over to make it clean.

12. Final TV Advert - Inner Beauty, The
Body Shop
http://www.youtube.com/watch?v=Q7ywskUT
Jzg

13. Final Billboard - Inner Beauty, The
Body Shop

14. Final Billboard - Inner Beauty, The
Body Shop

15. Evaluation
In the duration of working on my project I have come up with and researched into many different
ideas for my project, I have chosen the best few and developed them to meet the standard of
work needed and in the end produced a high quality advertising campaign including a TV advert,
billboard and web banner. The brief was followed to a very high detail through the way I
constructed my advertising campaign, I now believe that girls can be changed and re-educated
about the way they use their make-up, and the advertising campaign I created has one of the
only pictures on the market which does not include air brushing. This is a constant reminder for
people who see the advert that you can be natural and beautiful and they can start their new
look with a brand new natural make-up collection which is good for your skin and confidence. My
whole project idea was to try and re-educate young girls that natural beauty is the way forward,
my advertising was made to stand up for the amount of false adverting in the market today.
My campaign encourages young girls to have fun and be the natural beauty that you were meant
to be, I back up the argument with the way I have laid out my campaign in the form of the ‘happy
go lucky’ vibe of my advert with the quirky music and the happy natural girl in the advert. If I did
this project again I would not do much differently, I am really pleased with the outcome of the
adverting campaign as it is exactly how I imagined it, the message I have sent out in the
advertising campaign is really strong due to way the models beauty and personality shines
through.