Body Shop To Emphasize Green Roots, Offer New Collections
Brandweek , Wednesday, August 27, 2008 10:15 AM
The Body Shop is rolling out a "Nature's Way to Beautiful" print, online and in-store effort that will attempt to communicate the 2,500-unit chain's commitment to the environment more strongly than past campaigns. The rebranding initiative includes telling the story behind the products it sells through in-store displays.
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When sourcing aloe, a staple in The Body Shop's products, for instance, the company works with farmers who hand-cut the plant from its roots, so it grows back faster the next time. These and other aspects of the harvesting procedure will also be conveyed on the company's web site, which will be updated later this week.
The retailer is also launching two new collections on Sept.18. The first, Well Being, is a line of body washes, gels and lotions that addresses needs such as "energy," "sleep," and "total detox." The other, Nature's Mineral, is The Body Shop's first mineral make-up line, and the packaging is 15% recyclable.
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