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The Body Shop said Thursday that it has appointed British model Lily Cole as its first global brand advocate. Cole appeared onstage at a Body Shop event in London Thursday night.
“We were talking for a year, and I can’t tell you how inspired I’ve been by the work that [The Body Shop has] done,” said Cole during the event. “I think they’re such an aspirational business, and an aspirational model to other businesses, to show that you can have a really positive attitude to the people, planet and animals, and that you can also be really successful.” As part of her role, Cole will appear in campaign imagery for The Body Shop, has lent her name to a cruelty-free makeup line from the brand and will help communicate The Body Shop’s Beauty With Heart campaign, which the company said is based around its mantra of “Look Good, Feel Good and Do Good.”
This story first appeared in the March 23, 2012 issue of WWD. Subscribe Today.
Sophie Gasperment, executive chairman of The Body Shop said: “We know that our brand delivers more than beauty,” she said.“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 Beauty With Heart campaign will also be supported by a new store concept called Pulse. The concept will be rolled out either through new stores or remodeled stores and is designed to improve customer flow through the stores, alongside spotlighting interactive areas that inform customers about The Body Shop’s activities with its fair trade partners. Makeup and skin care experts will also be on hand in all the stores, which are designed to be more energy efficient.
The Beauty With Heart campaign will roll out in the U.K. from May 3, and will launch globally from May 15.