THE BODY SHOP LAUNCHES A NEW BEAUTY MOVEMENT: BEAUTY WITH HEART
Lily Cole to act as first global Brand Advocate for pioneering beauty brand
The Body Shop, one of the 21st Century’s most iconic and pioneering Brands, today launched a new beauty movement – called Beauty With Heart – that will inspire individuals everywhere and transform the boundaries of beauty.
Beauty With Heart places emphasis on a beauty experience that is more than skin-deep, putting a human stamp on beauty and empowering people the world over to Look Good, Feel Good And Do Good.
|Beauty With Heart will spring to life through a new store experience called Pulse, as well as through the active support of the first global Brand Advocate for The Body Shop, Lily Cole.
Activist, model and actor Lily Cole is the embodiment of the Brand’s strong Values and the first of a community of inspiring young activists.
Sophie Gasperment, Executive Chairman, The Body Shop, said:
"We know that our Brand delivers more than beauty; our products truly contain heart as well. Today, we’re looking to a future where our vision of beauty can be experienced by new generations for whom it is all about looking good, feeling good and doing good, too.”
Lily Cole, global Brand Advocate for The Body Shop, said:
“I have long been an advocate of the potential of using business and consumer power to cause positive change. The Body Shop takes a responsible attitude to people and the environment, and it feels amazing to be supporting a brand who are pioneers in that way of working.”
The launch took place in central London and attracted figures from the world of fashion, beauty and lifestyle such as Vivienne Westwood and Jo Wood.
The Body Shop became one of the world’s first ethical businesses when it opened its first store in 1976 in Brighton, UK.
Today, The Body Shop welcomes over 275 million shoppers to its stores every year, and has over 2,700 stores in 63 countries worldwide.
The social activism dimension of the company first evidenced in 1986 when The Body Shop proposed an alliance with Greenpeace in the UK to save the whale.
Roddick began launching other promotions tied to social causes, with much public and media interest. The Body Shop regularly featured posters on shop windows and sponsorship of local charity and community events. Over time, Roddick blossomed into a full-time critic of business in general and the cosmetic industry in particular, criticising what she considered the environmental insensitivity of the industry and traditional views of beauty, and aimed to change standard corporate practices Roddick said:
"For me, campaigning and good business is also about putting forward solutions, not just opposing destructive practices or human rights abuses".
The Body Shop instituted pioneering social audits in the mid-1990s, and continues to support its values such as Community Trade, reflecting its avowed practice of trading with communities in need and giving them a fair price for natural ingredients or handcrafts they purchase from these often marginalised countries.
The first Community Trade activity in 1987 was a footsie roller which was supplied by a small community in Southern India (today known as Teddy Exports) and still a key CT supplier. Since then, The Body Shop has found many trade partners in over 20 different countries that often are overlooked by the local as well as the global society.
Policy on animal testing
The Body Shop website explains that the organisation does not sell or use either finished products or ingredients that were tested on animals after 31 December 1990. In October 2009, The Body Shop was awarded a 'Lifetime Achievement Award' by the RSPCA in Britain, in recognition of its uncompromised policy which ensures ingredients are not tested by its suppliers.
|Community Fair Trade
By 1991, The Body Shop's "Trade Not Aid" initiative with the objective of "creating trade to help people in the Third World utilise their resources to meet their own needs" had started a paper factory in Nepal employing 37 people producing bags, notebooks and scented drawer liners. Another initiative was a 33,000 square foot soap factory in the depressed Glasgow suburb of Easterhouse, whose payroll included 100 residents.
Sometimes considered anti-capitalist or against globalisation, The Body Shop philosophy is in favour of international marketplaces. The chain uses its influence and profits for programmes such as Trade Not Aid, aimed at enacting fair labour practices, safe working environments and pay equality. According to The Body Shop, 65% of the company's products contained community traded ingredients by the end of 2008 and the company spent over $12 million on community trade ingredients in 2006.
In October 2009, The Body Shop invited employees, including a store manager from the UK to visit a supplier and see the benefits that the Community Trade programme has brought to a community in India.
The Body Shop does not export its products to China, because cosmetics sold there have to be tested on animals, according to Roddick. However, The Body Shop has always sourced many of its baskets and other non cosmetic supplies from China.
The Body Shop has undertaken periodic independent social audits of its activities.
Beauty With Heart will be rolling out in the UK from 3rd May, with global roll out (including Australia) to follow from 15th May onwards.