Gareth Cattermole
The Body Shop’s major announcement last night in London was for a new campaign, Beauty with Heart, with Lily Cole named as its first ambassador. VIPs such as Vivienne Westwood and Jo Wood attended the announcement.
Beauty with Heart aims to ‘inspire individuals everywhere and transform the boundaries of beauty,’ says the company.
Executive chairman of the Body Shop, Sophie Gasperment, says, ‘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.’ The company says the Beauty with Heart is all about promoting the idea that beauty is more than skin deep.
The Body Shop says there will be a new store experience called Pulse, while Cole is expected to interact and engage with followers to promote the movement.
Cole says in a release, ‘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.’
Beauty with Heart rolls out in the UK on May 3, with other countries following from May 15.
Gareth Cattermole
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