L’Oreal

The Body Shop is an iconic beauty brand—the first global brand to show the world that business could be a force for good. However, over time the brand lost its USP—its campaigning ethos, its famed use of fair trade ingredients, and its deep brand storytelling. When I joined the brand to lead its marketing communications and values, I made it my mission to bring back the DNA—unlocking human and ingredient stories, launching experiential PR-led brand and product campaigns, running social campaigns rooted in the core values like “Against Animal Testing” and “Self-Esteem,” and partnering with influencers, media, and other organizations to amplify these stories.

The results

• Transformed this legacy business into sales growth and profitability.

• Increased PR ROI by 160%+ and improved brand rankings—became the Top 5 leading beauty skincare brand, reaching over 2 billion consumers annually. 

• Inspired, and helped drive, a global rebrand that united the brand around its DNA.