The Body Shop: Grow Wild
Reimagining an iconic beauty brands 50th anniversary as a cultural platform for a new generation.

For The Body Shop’s 50th anniversary, I led the strategy behind Grow Wild — a global brand platform designed to reconnect an iconic beauty brand with the rebellious spirit it was built on, while making that purpose feel relevant to culture today.

Rather than treating the anniversary as a retrospective, I saw an opportunity to turn 50 years of activism into a forward-looking cultural conversation. Inspired by the idea that wildflowers grow freely, boldly and without permission, we created Grow Wild as a rallying cry for women and girls to take up space, challenge expectations and resist the pressures that ask them to make themselves smaller. The idea was deliberately bigger than a traditional beauty campaign: a platform capable of connecting brand purpose, product and culture.

I led the strategic development of the platform and helped shape the talent and partnership strategy, identifying voices who could bring genuine credibility and different perspectives to the idea. From there, I worked across creative, social, PR, influencer, experiential and brand teams to translate one central idea into a fully integrated global campaign spanning hero content, talent storytelling, earned media, social, paid, retail and live experiences.

The talent platform was underpinned with a creator and events strategy that recruited authentic voices and connected with our community to further amplify our campaign message and drive consideration through product storytelling.

Strategy Lead · Cultural Insight · Creative Platform · Talent Strategy · Partnerships · Integrated GTM · Cross-functional Leadership