Gender equality is fundamentally not part of Japanese culture.

The Body Shop is an old brand which has lost relevance in a sea of digital-first skincare, makeup, and fragrance brands, yet their core messages are as relevant and modern as ever. White Musk is just not fashionable anymore. Further, equality might need a reality check. Many people support the idea of equality, yet most people are willing to accept inequality if it falls in their favour.

How can we resurrect the message at the core of White Musk and call for change, whilst remaining respectful of Japanese history and culture?

The culture of gifting in Japan is an act that shows RESPECT, generosity, and friendliness towards their peers. It says a lot about one’s relationship and how they treat each other. That’s why gifts are often reciprocated. For example, on Valentine’s Day, females give male friends and colleagues gifts to acknowledge them in their lives whilst on White Day (March 14th) vice versa with men giving their thanks back which is expected to be of equal or higher value.

It’s also becoming more popular for females to give gifts to their female friends on Valentine’s Day. 

We make the act of purchasing White Musk for a female friend/colleague an act of showing them that they deserve the respect they should receive. The purchase would symbolise the acknowledgment of gender inequality rather than indifference and apathy.

We launch White Musk in gift packages (with chocolates) during the week before the national event for those preparing / thinking about what to gift women in their lives. These could be assembled and collected at White Musk gift stations (like pop up stalls) across Metropolitan areas in Japan.

On White Day, we can launch a series of thank you messages (OOH and socials) towards women and their efforts in day to day life.

Have The Body Shop partner with Working Women’s Network organisation and donate a share of its the profits made from White Musk to their cause so that the individuals involved in the purchase know who and what they’re supporting when buying White Musk but also what difference they’re contributing towards.

Consider partnerships with the following female activists, getting them to promote the significance of White Musk as a potential gift for women on White Day but also to drive awareness online.
    ︎ Yumi Ishikawa – KuToo movement
    ︎ Activist Rina Ishii on Japanese Society and Feminism
    ︎ Naomi Watanabe – standing against female body image and behaviour stereotypes

We launch White Musk in gift packages (with chocolates) during the week before the national event for those preparing / thinking about what to gift women in their lives. These could be assembled, collected, and customised at White Musk gift stations (similar to pop up stalls) across Metropolitan areas in Japan.

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