The BodyShop

Client

The Body Shop is an internationally recognized beauty brand known for its ethical approach to beauty, loyal customer base, and strong retail network across the Baltics. The brand operates in more than 70 countries worldwide and is represented in Estonia, Latvia, and Lithuania through both e-commerce and physical stores.

The goal for 2026 was to increase e-commerce revenue across the Baltics by 14.5% compared to the previous year.

The challenge

The beauty industry is highly competitive, especially during campaign periods when major brands compete for the same audience attention. In addition, it was essential to find the right balance between global brand communication and local market relevance.

Although The Body Shop had strong global creative assets and a well-established brand identity, these materials did not always perform equally well across Baltic markets. Campaigns required more localization, clearer messaging, and more authentic content to resonate with local audiences.

At the same time, the brand needed to increase e-commerce sales, improve advertising efficiency, and adapt quickly to the constantly evolving advertising environments of Meta and TikTok.

Our strategy

We developed a Baltic-wide performance marketing strategy focused on three key objectives:

• Increasing e-commerce revenue across all Baltic markets.
• Improving advertising efficiency and return on ad spend (ROAS).
• Connecting brand-building, retail campaigns, and sales-driven advertising into one integrated system.

To achieve this, we combined global visual assets with local UGC content, localized copy, and offer-based creative concepts. We also connected awareness campaigns, remarketing activities, retail promotions, and TikTok video content into a single marketing funnel.

Execution

The campaign structure followed a performance-first approach, where every activity was tied to a specific business objective.

We created localized creative assets tailored to audience behavior and platform dynamics in each Baltic market. The campaign mix included:

• UGC videos
• Product and offer-focused creatives
• Retail campaigns
• Loyalty program communications
• Dynamic remarketing

The strongest results came from ads where:

• The product was visible immediately.
• The offer was clear.
• The message was easy to understand within seconds.

We continuously tested different creative approaches, formats, and audience segments to improve campaign performance across Google, Meta, and TikTok.

Results

The first months of 2026 delivered strong growth across all Baltic markets.

• +24% overall growth compared to the previous year

E-commerce results significantly exceeded the original targets:

• +35% e-commerce revenue growth compared to the previous year

The best-performing campaigns included:

• Promotional retail campaigns
• Loyalty program campaigns
• Product-focused offer ads
• UGC-based sales campaigns

Key takeaways

In the beauty industry, attractive visuals alone are not enough. The most effective advertisements are those where the value proposition is immediately clear and the product is visible from the very first moment.

The project clearly demonstrated that local content outperforms global creative assets at almost every stage of the customer journey. The most successful campaigns combined a strong offer, clear visual hierarchy, and authentic local content.

Brand-building also plays a crucial role in driving long-term trust and business growth. Awareness campaigns and lifestyle content strengthened the performance of later sales campaigns and improved overall marketing effectiveness.

Summary

The Body Shop Baltics project demonstrated that combining a strong global brand with localized performance marketing can drive significant growth for both e-commerce and retail sales.

The strongest results came from campaigns that successfully combined a performance-driven strategy, local content, and compelling promotional offers into one cohesive marketing system.