The Body Shop, known for the natural ingredients it uses in its products, introduced a new certified organic skin care line, Nutriganics, at a press conference in Taipei in February with support from Ketchum Taiwan. Consumers are today increasingly seeking out organic ingredients both in the food they buy and the products they use. The Nutriganics range features a blend of 15 organic ingredients and has received a stamp of approval from ECOCERT, an international control and certification organization.

To strengthen media interaction and drive for Nutriganics products, a press conference was held in a carefully dressed venue with product samples, photography, flowers and with fair trade drinks and nibbles available. Model Tiffany Hsu was invited to the launch to share her beauty tips. A dialogue between clinical dermatologist Chiu Jun-tan and the Nutriganics product manager was used to highlight the benefits of the range to smooth the first signs of ageing for a more revitalized complexion. Several one-on-one interviews with Hsu were arranged to reinforce the key messages to the media.

The press conference was successful in promoting the new range in terms of both media coverage and message delivery with more than 310 pieces of coverage generated to date.