A NEW GENERATION FOR THE BODY SHOP
Byline: Cassandra Chiacchio
NEW YORK — The Body Shop is having a productive year.
Along with a brand-new store format, the company introduced a new skin care line and is set to launch a fragrance collection and a new color story for its Colourings cosmetics line.
The new look made its New York debut on April 2 at 714 Lexington Avenue. As reported in WWD, features at this new location include a larger floor plan, a change in decor and a different setup of fixtures.
According to Adrian Bellamy, chairman for The Body Shop USA and director of The Body Shop International, it was time for a change. “We’ve had the green box for at least 10 years in America,” he said. “And that look had its origins 25 years ago in Brighton, England. The new look identifies it as a new generation store, but it’s still recognizable as The Body Shop brand.”
It’s not the first time the company has toyed with changing the look of the stores. Plans to change were experimented with three years ago. “We weren’t pleased with it, so it never went through,” said Bellamy.
The Lexington Avenue store, which is the sixth U.S. store to get the new format, was the ideal location for the New York debut. There were previous plans to relocate the store from its established location at 773 Lexington but, “it didn’t make sense to move the old look into a new store,” Bellamy added.
A total of 20 new stores are set to open between now and September, while 35 existing stores will be refurbished with the new look. The Body Shop currently has 285 stores in the U.S. and 1,800 locations internationally.
Some of the changes are already getting a reaction from customers. “Numbers are way beyond what we expected,” he said. “Additionally, we are finding that many of the customers believe we have largely increased the range, when in fact we haven’t. It’s just better represented.”
The Body Shop’s new kinetin-based skin care line, Skin Re-Leaf, was unveiled in concert with the new store layout. The five-item line is among the latest to use kinetin as a featured ingredient. Almay, which has an exclusive agreement to use kinetin in the mass-market beauty arena, is launching an anti-aging collection called Kinetin beginning in May.
Unlike Almay, The Body Shop — which will be the only specialty store offering a kinetin-based line — is not angling the collection as anti-aging. According to Derek Swenson, director of marketing for The Body Shop, they will instead promote the Skin Re-Leaf collection as advantageous to healthy, beautiful skin. “It’s unhealthy to tell people not to age,” he said.
Kinetin, an antioxidant that comes from green plants, is known for evening out skin’s texture and tone, reducing blotchiness and increasing moisture retention. The Skin Re-Leaf line also contains shea butter from Ghana and mica in the illuminating products.
Skin Re-Leaf includes 24 Hour treatment lotion that retails for $25, Daily Eye Treatment for $20, Illuminating Face Treatment for $25, Illuminating Eye Treatment for $15 and a hand treatment for $15.
The Skin Re-Leaf line, The Body Shop’s biggest launch in years, will be promoted with a three-week window campaign and customer sampling.
The company is preparing for another launch next month with it’s new scent, Indian Gardenia. The exotic mix of notes includes orange, Italian bergamot, neroli, rose, living gardenia and living yellow champaca flower from India, lily of the valley, organic jasmine, mimosa, carnation, sheer musks, amber, Indian sandlewood and clove. The Body Shop used IFF’s living flower technology, which replicates the scent without harming the bloom itself.
The Indian Gardenia collection is set to launch in time for Mother’s Day and includes an eau de toilette that will retail for $22, a perfume oil for $12, a shower gel for $12.50, a body lotion for $14.50, a bath soap for $6 and a sugar scrub for $35.
Nomadic Chic, the new Colourings’ summer-fall story is also due to hit stores in May. Inspired by the colors of the desert, the collection contains a brand new product, Sandstone, which is a powder-shimmer brick available in two shades and retails for $15. Also in the collection is a cooling bronzing stick for $13.50, two new shades of Lip Mist for $9.50 and two limited-edition shades of Lip Treat for $9.50.