Case Studies

The Body Shop

THE TASK: To celebrate the EU ban on animal testing in cosmetic products, while boosting the call to action for Singaporeans to sign the pledge to push for a global ban in The Body Shop’s Cruelty-Free campaign.

A media launch party was held to introduce the range of new cruelty-free makeup products fronted by international celebrity Leona Lewis. Select key media were also provided exclusive celebrity Q&As for qualitative coverage.

On the digital front, some 15 local personalities including Angelique Teo, Oli Pettigrew, Daniel Boey, Benjamin Heng and more were engaged to participate in a short video to support the fight against animal testing in cosmetic products.