FY was thrilled to be invited to the launch of the new beauty movement by The Body Shop in the UAE (Mall of The Emirates) and came away impressed by its efforts to encourage cruelty free products and fair trade. Bodyshop has always been associated with this policy but this time, they’re hoping to reach the younger generation of beauty devotees.
Beauty With Heart focuses on a beauty experience that is much more than skin-deep. The Body Shop is putting a very human stamp on beauty, empowering consumers the world over to not only look good but to ‘feel good’ and ‘do good’ through using the Brand’s cruelty free products. Through this movement, the brand is taking concrete actions to help others through its Community Fair Trade programme; its commitment to animal welfare and through its endeavour to protect the planet by using natural and environment friendly ingredients.
The new young brand ambassador, Lily Cole is will promote the brrand’s values. She said: “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.”
As part of this collaboration, Bodyshop has launched anew, limited edition make-up range: Cruelty Free Make-Up. Celebrating The Body Shop Against Animal Testing ethos, the Cruelty-Free Make-Up range is so great that Lily Cole put her name to it. Like all The Body Shop makeup, it contains no animal products and hasn’t ever been tested on animals.