London, 9 April, 2026: The only relationship someone has across their whole life – from the moment they are born to the moment they die – is with their body. It supports them through every issue, injury and inflection point, so it needs backing with quality health and wellness support.
Enter Back Your Body, a brand platform built on the simple but powerful insight that we often take our bodies for granted until something goes wrong. The platform is a rallying cry to the nation to change that behaviour. As pioneers in the wellness space, Holland & Barrett is reframing its role, encouraging people to take a more proactive approach to their health and wellbeing, and giving them the advice, science-led products, tools and confidence to support their bodies every day, not just when something feels off. Holland & Barrett is also launching its ‘Back Your Body’ business commitment, which includes 300,000 free Wellness Check-Ins per month across stores nationwide, to help people understand what their bodies need.
Headed up by Shelley Smoler, CCO and Damien Le Castrac, CSO, the platform is designed to unlock growth among a more proactive 25–39 audience, people already engaged in their wellbeing, who trust the brand but don’t yet see it as modern or relevant to them. By repositioning Holland & Barrett as a partner in everyday health, the platform shifts perceptions from a familiar high street presence to a brand built for the way people live now. The platform also includes a new brand identity and design toolkit created by Lucky Generals.
Back Your Body is launching with a campaign that does this by literally giving the body a voice (or multiple bodies, and body parts, multiple voices in fact), putting it centre stage and allowing it to express what it needs, when it needs it. You can see the film here: HERE
And what beautiful voices they are. From knees to toes to hearts to stomachs, the ad shot by PRETTYBIRD’s Bradley & Pablo features the song “Show Me Love” by Robin S., being sung by an increasingly varied and sonically diverse choir of actual body parts. Set to air during prime TV spots, the multi-million-pound campaign also includes a creator-led social activation, developed by Fabric and The Academy that brings to life Back Your Body through the lens of Body Talks, utilising people’s real-life stories about backing their bodies.
There will also be Out Of Home Shot by the photography and directing duo The Mason’s.
Mark Singleton the CMO at Holland & Barrett, said: “Our bodies do so much for us, yet too often we only pay attention when something isn’t right. Back Your Body is about shifting that mindset, encouraging people to listen, support and invest in their bodies every day. This is why Holland & Barrett exists. As more people take a proactive approach to their health and wellbeing, we want Holland & Barrett to be the brand that helps them do that with confidence, relevance and ease.”
Shelley Smoler, CCO, and Damien le Castrec, CSO, from Lucky Generals, said: “Strategy said, people take their body for granted until it stops. Creative said, how the hell can you blame them? It doesn’t ask for anything. So, for Holland & Barrett, we broke that silence and gave the body a voice. Turns out, it wanted to sing a 90s banger.”
