Brands over time

The Body Shop
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

75 of The Body Shop's own blog posts, press releases and announcements, 2024 to 2026, measured sentence by sentence. How the writing has moved over the years, how it compares with 8 other beauty brands, and what it sounds like in its own words.

Pages measured
75
Years covered
2024–26
Archived before ChatGPT
0
Blog · press
75 · 0

01 · Homepage

One capture a year

The Body Shop's homepage from 2005 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026thebodyshop.com4 Jul 2026
The Body Shop homepage, 4 Jul 2026

Screenshot of The Body Shop’s homepage (thebodyshop.com) as archived by the Internet Archive on 4 Jul 2026. © The Body Shop or its licensors. Shown for comparison and review; not endorsed by The Body Shop.

Homepage

2026

“Your Bag 0items”

Page title

Nature Inspired Skincare, Body & Beauty Products | The Body Shop

Open on the Internet Archive
  1. 2011Update from Ecuador
  2. 2012Email me when in stock
  3. 2017TOGETHER, LET’S TAKE A STAND
  4. 2021seriously sweet sale
  5. 2024WHERE TO FIND US
  6. 2025Your Bag 0items

18 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
4
8
12
Beauty avg 11.5
9.5
9.3
10.9
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
2019no pages
2020no pages
2021no pages
2022no pages
2023no pages
202411 pp
202560 pp
20264 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
20249.511
20259.360
202610.94

Years with pages: 2024 (11), 2025 (60), 2026 (4). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

The Body Shop among beauty brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Em dashes

    22% less than its sector

    1.87 against a sector average of 2.40; mid-table, 5th of 9.

  2. Sentence length

    18% less than its sector

    9.4 against a sector average of 11.5; 2nd lowest of 9.

  3. "We"

    16% more than its sector

    37% against a sector average of 31%; 3rd highest of 9.

Sentence length2nd lowest of 9
The Body Shop 9.4
8.315.6
ContractionsMid-table, 6th of 9
The Body Shop 13.9
4.918.6
"You"Mid-table, 4th of 9
The Body Shop 61%
33%75%
"We"3rd highest of 9
The Body Shop 37%
18%60%
QuestionsMid-table, 4th of 9
The Body Shop 3.1
1.24.2
Long words3rd lowest of 9
The Body Shop 24%
22%29%
Em dashesMid-table, 5th of 9
The Body Shop 1.87
0.765.55
AI-associated wordsMid-table, 4th of 9
The Body Shop 1.59
0.402.51
ExclamationsMid-table, 5th of 9
The Body Shop 1.44
0.053.82
Page length2nd highest of 9
The Body Shop 1,470
5225,303

Pages measured: Boots 46 · The Body Shop 75 · Cult Beauty 134 · LOOKFANTASTIC 132 · Space NK 132 · Neal's Yard Remedies 121 · Molton Brown 37 · The INKEY List 100 · Bulldog Skincare 99. Measures and method: SGR-010; this sector and its brands were added by Brands over time, measured exactly as the studies measured theirs. Sector averages and ranks cover every brand in the sector on this site.

04 · Vocabulary

Words The Body Shop uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

hand106.0 vs 8.7
collections49.9 vs 3.6
balm100.9 vs 24.2
hands34.3 vs 2.6
passion30.2 vs 1.3
routines32.1 vs 2.6
feel52.5 vs 8.9
tree23.2 vs 0.9
trade20.6 vs 0.7
The Body ShopSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 75 pages. Checked for product names and page furniture.

05 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

20243 Dec · Blog
“Once you’ve used all the lovely stuff in your bottle, give it a good rinse and dry, bring it back and refill it.”
Our Refill Scheme
202513 Jan · Blog
“We’ve come a long way since the humble beginning of our first ever Mango Body Butter, which was launched in 1992. These days they look a little different, but their legendary status has never faltered.”
What is body butter?
202520 Jan · Blog
“You don’t have to hold a placard, shout down a megaphone or glue yourself to anything to be a changemaker.”
Change-makers Self-Love Kit
202617 Sep · Blog
“There’s no denying it – combination skin can be tricky to manage. While the mix of oily and dry skin may seem like an unlikely pairing, it’s actually super common. The key is being able to balance your products so oily areas and dry patches are both taken care of.”
Combination skincare guide

06 · Every page

All 81 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 75 count towards the measures; the rest were not measured (6 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

20264 pages
202560 pages
202411 pages
Not measured6 pages
  • Stocking Filler Ideas20 Jan 2025 · blog · 491 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Skincare Routines for Different Skin Types20 Jan 2025 · blog · 636 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Skin Concerns14 Jan 2025 · blog · 550 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Skincare tips4 Dec 2024 · blog · 551 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Refill Store Locator3 Dec 2024 · blog · 637 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Our brand valuesundated · blog · 654 wordsMostly short lines (lists, tables, link pages) rather than prose

07 · Method

How this was measured

The pages

The Body Shop's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.