The Body Shop revamps mobile strategy to end animal testing

Alongside Cruelty Free International and Urban Airship, the cosmetics brand has expanded its Forever Against Animal Testing campaign with a mobile wallet pass

The Body Shop has launched a mobile wallet pass to boost its Forever Against Animal Testing campaign.

In partnership with digital growth company Urban Airship, the Natura-owned brand hopes the technology will grow the 2.8 million signatures collected online and in-store.

Originally launched in June with Cruelty Free International, the campaign needs eight million signatures to call on the United Nations to end global cosmetics animal testing completely.

The mobile wallet pass will allow consumers to stay up-to-date with the campaign, as well as share information with friends.

“Mobile wallet passes offer us the perfect vehicle to spread the word and grow support for our efforts to end cosmetic animal testing globally once and for all,” said Harriet Williams, Chief Digital Officer at The Body Shop.

“The ease of creating, distributing and updating mobile wallet passes, combined with the high rate of social sharing, will help finish what The Body Shop started when we began campaigning against animal testing in the 1980s.”

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