The Body Shop nails its purposeful #IWD2019 pop up

The Body Shop’s International Women’s Day pop up combined self-care with female empowerment, reviving the activist values the brand was founded on.

Household’s Brand Experience Strategist Iona Morton headed to the Body Shop’s latest pop up, excited to discover how our client was celebrating International Women’s Day. Held over three days in The Truman Brewery, East London, the event was easily spotted from from the street, with bright graphics and art by Laura Callaghan greeting guests and passers-by.

On entering, a whole world of The Body Shop opened up.

I made a bee-line for the back, past photo booths and messages of female empowerment, towards the afternoon’s panel talk. With a 100 per cent female audience in attendance, the panel discussed personal experiences of feminism and of course the panel’s title question ‘Can I be a feminist and still love my lipstick?’ – in summary, yes.

This was just one talk from a series of sell-out panel discussions.

Over the weekend the brand brought a host of inspiring women together from Radio 1 DJ Clare Amfo to body positive activist and author Megan Crabbe.

After the talk I headed downstairs to a hectic hall filled with women enjoying all things The Body Shop. Guests could enjoy free beauty treatments, provided they were happy to wait in line. There was also a chance to grab a coffee and chill, or pose at one of several Instagrammable moments, with donations made to girls’ rights charity Plan International for every picture posted.

The true meaning of International Women’s day was brought to the fore.

The brand also hosted ‘A She in Every Shea’ exhibition to educate guests about the women that produce The Body Shop’s Community Trade shea butter. The dual focus on the brand’s ethical credentials and predominantly female customer base meant that the celebration of female empowerment felt authentic rather than tokenistic. This is something that many brands struggle to achieve through purpose-driven campaigns and events.

Guests were encouraged to fill their baskets.

The pop up not only revived the brand’s activist roots but drove sales through an exclusive retail offer. There were plenty of moments for upsell including £3 screen-printed tote bags and personalised Body Butter. Other smart conversion tactics included 25 per cent off for all guests over the weekend, goodie bags for purchases over a certain value and ticketed talks with a value redeemable against product.

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