The Body Shop – Next generation beauty

The Body Shop has undergone some big changes lately with the global adoption of its Pulse Store concept and the appointment of model Lily Cole as its first ever celebrity ambassador. With charity and ethics at the heart of its new strategy, the brand hopes to make a positive impact on the next generation of consumers.

This year The Body Shop has made some bold business moves, overhauling the design of its stores and appointing a celebrity brand ambassador. Lucy Copp takes a closer look at its new strategy

Walking into The Body Shop’s Oxford Circus store in London on a busy Saturday afternoon, shoppers are flocking through the doors in their droves, browsing the shelves for products and swatching cosmetics to recreate the latest make-up trends. But as well as consumers investing in new looks, it appears the store itself has had a makeover too.

In place of product stands, antique-style wooden carts now greet shoppers at the entrance, while blackboards with handwritten chalk messages advertise the latest offers instead of plastic signs; other new additions include bulletin boards, which hang on walls outlining campaign and community news, and interactive twin tables that take centre stage on the shop floor. The retail setting has been completely revamped in line with a new concept that The Body Shop believes will strengthen communities, enhance the shopping experience and reach out to the next generation – the Pulse Store Concept.

A heartfelt movement

The Pulse Store Concept, which was rolled out in The Body Shop stores globally last month, was launched to complement the brand’s aspirational new campaign, Beauty With Heart. The campaign aims to encourage consumers to look at beauty in a new way, in tune with the slogan: ‘Look good, feel good, do good’.

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