LONDON — The Body Shop has retained The Fourth Angel as its global PR and communications agency, PRovoke Media has learned.

The three-year-old agency has been appointed as the activist beauty retailer’s strategic and creative brand PR partner after a successful six-month project working on its Self Love campaign, which launched last month with The Body Shop Global Self Love Index and presenter Jameela Jamil as the leading ambassador.

As well as retained consumer brand communications, The Fourth Angel is supporting other initiatives on a project basis, including sustainability communications and The Body Shop At Home, which enables independent consultants to earn an income from The Body Shop products by hosting at-home or virtual sales parties.

The Body Shop operates in 70 countries. The Fourth Angel will be supporting the global PR team in key markets including China, India, the US and Canada, Indonesia, Brazil, Nigeria, Russia, Japan, Germany, the UK, France, South Africa, Australia, Sweden, Denmark, the Netherlands, Spain, South Korea, Mexico and Canada. The Body Shop also works with other agencies, including One Green Bean in the UK.

Sanjani Shah, The Body Shop's global head of PRsaid: “We’ve been working with the The Fourth Angel team for six months now to help us plan and deliver the Self Love campaign. The team brought fantastic strategic and creative nous to the party working as an extension of our team to great effect.  We’re delighted to be retaining them going forward to help us continue the campaign for the rest of the year, and to plan for 2022.”

Angie Moxham, founder and CEO of The Fourth Angel added: “The Body Shop is a dream brand and client to work with. We’re chuffed to bits with the work we’ve collectively done with the global team and all the markets over the last six months. The Self Love campaign has gone above and beyond what we hoped and imagined.  We’ve learnt so much in a very short space of time and are really excited about the rest of this year and next.”

Moxham set up The Fourth Angel in 2018 after leaving 3 Monkeys Zeno, the firm she founded in 2003, and hired media specialist Sarah Perry as MD at the start of last year. The Body Shop account is the latest in a series of wins for the agency, including Vision Express and Solgar.