How we built direct-response principles into The Body Shop's promotional inserts
A repeatable insert format for The Body Shop's promotional offers, designed to convert without feeling like a discount flyer.
“We're really pleased with the creative and the level of service from the team.”
The Body Shop
The challenge
We've partnered with The Body Shop's internal creative team for several years and are firmly within their overflow roster.
Our approach
Winning them over with our design standards was easy enough. What they were surprised to find out, however, were the thumping results to boot.
Direct response principles
Four principles built into every insert, not just this one.
Interactivity
With such beauty products, it's essential to be conscious of paper stock and interactivity to generate intrigue.
Scarcity
Offer end dates should be something to shout about, not buried in the T&Cs.
Social proof
Frequent testimonials are peppered throughout, not isolated on one page.
Authority
Lean into The Body Shop's ethical, cruelty-free heritage at every opportunity.
Every segment delivered incremental profit vs control – we're pleased with how things continue to perform well.
The inserts
A look at the redesigned inserts in more detail.
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