The Body Shop seduces Tinder to promote CSR effort

Women can 'swipe right' on monkey to learn more about Bio-Bridges program

Rebecca Harris July 12, 2016

Body Shop TinderThe Body Shop is hoping to find love for its new CSR program with a campaign on dating app Tinder.

The Tinder campaign promotes The Body Shop’s global Bio-Bridges planting program, which connects rainforests that have been deforested to help endangered animals find a mate, enabling them to breed and thrive.

Female Tinder users 18-35 in Toronto and Vancouver will encounter “Reggie,” a Red Shanked Douc monkey from Central Vietnam looking for love. Those who swipe right will receive a message from Reggie and a link to learn more about the Bio-Bridges program and how they can help. They’re also given a code for a 50% discount on their first item.

“Help Reggie Find Love” is a global campaign led by The Body Shop International, but the Canadian office was looking for an interesting way to speak to millennials and reach new audiences, said Jayme Jenkins, vice-president of marketing and corporate responsibility for The Body Shop Canada.

“With Tinder being the modern place to [find love], it seemed like a natural fit,” she said. “It’s a relatively new medium for brands… and we wanted to do something totally different, relevant and in the moment.”

The campaign also includes an in-store and online elements that will allow customers to support the program. Every purchase made at The Body Shop (in stores or online) from July to September will fund one square metre of rainforest bio-bridge.

The Bio-Bridges program is a part of The Body Shop’s “Enrich Not Exploit Commitment.” The goal of the CSR platform, which launched in February, is to make The Body Shop the “the world’s most ethical and truly sustainable global business.”