The Body Shop encourages young people to vote with latest campaign

By Austyn King | Published: 10-Jul-2023

Activist influencers Deja Foxx and Genesis Butler will front the Natura-owned brand’s campaign via digital activations, live streams and in-person events

The Body Shop has teamed up with US non-partisan organisation HeadCount for its latest campaign to encourage young people to vote.

Now in its second year, the ethical beauty brand’s 'Be Seen. Be Heard' campaign aims to encourage and make it more accessible for young people to vote in more than 75 countries, in partnership with the UN Secretary-General's Envoy on Youth.

In the US, around 24 states have introduced laws that make it more difficult to vote since 2021, according to the brand, including issues around access to polling stations, transportation, the voter registration process and voter ID laws.

The Natura-owned brand will host a series of voter registration events as part of its campaign, while customers can also register to vote in The Body Shop’s stores and via its website.

They can also sign a pledge to support young people participating in democracy.

Meanwhile, the brand has enlisted its ambassadors – which it is calling ‘Changemakers’ – to amplify the message to a Gen Z audience.

Reproductive rights activist and blogger Deja Foxx and the founder of youth climate movement Youth Climate Save Genesis Butler will promote the campaign through digital activations, live streams and in-person events across the US.

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"During last year's midterm elections, youth across the US made their voices heard loud and clear," said Hilary Lloyd, VP of Marketing and Corporate Social Responsibility for The Body Shop North America.

"Young people have the courage and moral clarity to help build a better world, but our institutions are not doing enough to make sure they are seen and heard. 

“We hope this campaign, and partnership with HeadCount, will inspire more youth to think about engaging with democracy as an ongoing practice, not just during major elections."

The Body Shop has long put activism at the forefront of its marketing strategy, from being one of the first beauty brands to speak out against animal testing with its 1991 campaign, to campaigning for causes including human rights, nature conservation and body positivity.

Its latest partnership comes as an increasing number of beauty brands are joining the political conversation – though this can be a risky strategy.

Fellow ethical beauty brand Lush for example took a stand in 2021 against Florida’s controversial 'Don't Say Gay' law – which banned teachers from giving lessons on sexual orientation and gender identity to children under the age of nine – with a new soap.

The historical overturning of the Roe v Wade abortion law last year, meanwhile, saw a plethora of beauty brands speaking out against the decision that would see women unable to legally carry out abortions across the US.

Other campaigns have proved more divisive with consumers, however, with Sephora facing backlash after cutting ties with pro-Trump influencer Amanda Ensing in 2021.

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