Oh, Body Shop, with your refusal to test on animals and your 100% PCR bottles and your run-ins with the DEA.  Did you think that this general coolness meant the rules didn’t apply to you?

And it’s all over the store…

Just being in this one store made me twitchy.  And when I think about all the Body Shop stores around the world, all sporting this campaign and its (SEE?  THAT’S HOW IT’S DONE) attendant apostrophe violation… well, “twitchy” doesn’t begin to describe it.

Think about it like this.  Someone, somewhere in the process of campaign design for a major multi-national corporation worth hundreds of millions of dollars (it was purchased by L’Oréal in 2006 for £652 million), someone doesn’t know whether to use “its” or “it’s.”  Fine.  But after that person wrote the initial campaign materials, they went through dozens of hands.  Maybe more than dozens.  And in all the design, editing, market testing, and publishing stages, nobody said “Hey, I think that’s spelled wrong.”

Feel like writing a letter?  Click here.  And then, you know, go write another letter, just to keep some perspective.  🙂