Lily Cole unveiled as first face of The Body Shop
She will front the new Beauty with Heart campaign
Cole will front the brand’s new Beauty with Heart campaign, where The Body Shop will encourage its customers to “look good, feel good and do good” while buying its products. This campaign will also form part of The Body Shop’s other big news, that it is revamping its 2,700 global stores as part of its Pulse store concept.
The Pulse concept will aim to create stores which are more involved with the local communities where they are located, with local notices and volunteer opportunities posted up in store. In the UK alone The Body Shop has over 300 stores and the Oxford Street store, which reopened last week, is the first example of a Pulse store in action, while Bond Street is the next London store being refurbished. The company is also repackaging many products, with its hero Body Butters among the first to receive a makeover.
Speaking at last night’s global event to announce these changes, Cole said: “I have long been an advocate of the potential of using business and consumer power to cause positive change. By taking a responsible attitude to the people and ecology used in making the products, it feels amazing to be supporting a brand which is a pioneer in that way of working.”
In other news, The Body Shop is teaming up with global non-profit organisation Cruelty Free International, to promote a global pledge dedicated to ending animal testing for cosmetic purposes. From 15 May, The Body Shop customers will have the opportunity to sign a pledge in-store to air their views on this campaign.
Paul McGreevy, international values and R&D director at The Body Shop said: “We believe passionately that no animal should be harmed and we have a long commitment to this cause. Unfortunately many people believe this is issue is resolved and it is not. We are very proud to support Cruelty Free International’s campaign to achieve a worldwide ban on animal testing and encourage everyone to sign their pledges in our stores.”
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