The Body Shop Trials 'Gorilla' Marketing with Monkey Tinder Takeover

TINDER USERS CAN SWIPE RIGHT TO HELP KICK OFF NEW BIO-BRIDGES CAMPAIGN

TORONTO and VANCOUVER, July 7, 2016 /CNW/ - Today, The Body Shop launches a new 'gorilla' marketing campaign on dating app Tinder to introduce the brand's new Bio-Bridges program aimed at helping endangered species find love. The brand's hero Reggie, a Red Shanked Douc monkey from Vietnam, is featured and looking for his (pri)mate – or at least someone DTMA (down to monkey around).

From Reggie's profile, Tinder users can learn more about the Bio-Bridges program which restores wildlife corridors within damaged landscapes and helps endangered species reconnect, enabling them to breed and thrive. Through this program, The Body Shop aims to protect and regenerate 75 million square metres of forest by 2020 to protect it from exploitation, poaching and unsustainable harvesting. The Body Shop's first Bio-Bridge project is based in the Khe Nuoc Trong forest in north-central Vietnam, where Reggie, the Red Shanked Douc, lives. The Red Shanked Douc is on the IUCN (International Union for Conservation of Nature) red list of endangered species.

 "The Bio-Bridges program is an important component of our Enrich Not Exploit™ Commitment, the first stage in our ultimate aim to become the world's most ethical and truly sustainable global business," says Toby Milton, General Manager of The Body Shop Canada. "The Tinder campaign is a fun way to reach a new audience and create awareness among Canadians about our global sustainability initiatives and show customers how they can get involved."

This Tinder placement will run in conjunction with an in-store and online campaign titled, 'Help Reggie Find Love', that will allow customers to directly support the program. Every purchase made at The Body Shop from July-September will fund one square metre of rainforest Bio-Bridge, bringing Reggie one meter closer to finding 'The One'.

Learn more at findreggielove.ca.

Media Note: Chris Davis, International CSR and Campaigns Director, The Body Shop, Toby Milton, General Manager at The Body Shop Canada, and Jennifer Spencer, Vice President, Marketing & Corporate Responsibility at The Body Shop Canada, are available for interviews upon request.

About The Body Shop

Founded in 1976 in Brighton, England, by Anita Roddick, The Body Shop is a global beauty brand. The Body Shop seeks to make a positive difference in the world by offering high-quality, naturally-inspired skincare, hair care and make-up produced ethically and sustainably. The Body Shop pioneered the philosophy that business can be a force for good and after being acquired by L'Oréal in 2006, it is scaling up its vision. The Body Shop has more than 3,000 stores in more than 60 countries.

The Commitment can be found in full at www.thebodyshop.com/Commitment

SOURCE The Body Shop

Image with caption: "The Body Shop Takes Over Tinder to Help Endangered Species Find Love (CNW Group/The Body Shop)". Image available at: http://photos.newswire.ca/images/download/20160707_C4903_PHOTO_EN_728885.jpg

Image with caption: "The Body Shop (CNW Group/The Body Shop)". Image available at: http://photos.newswire.ca/images/download/20160707_C4903_PHOTO_EN_728979.jpg

For further information: Jennifer Spencer, The Body Shop Canada: [email protected]; Anne Klinger, ROI Relations: [email protected]