today announced the launch of their new beauty movement Beauty With Heart, which inspires individuals to not only look good, but to feel good and do good as well.
The new initiative will come to life through a new store experience called Pulse as well as through the active support of the company’s first global brand advocate Lily Cole.
Pulse will include in-store campaign-led events, more environmentally friendly flooring, packaging and lighting and an innovative range of products inspired by nature and that tell a human story. Pulse will launch in Australia in the Carindale, Queensland store in May before being fitted out in 11 stores nationally by the end of 2012.
"We know that our brand delivers more than beauty; our products truly contain heart as well,” says The Body Shop executive chairman Sophie Gasperment. 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.”
Cole adds, 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.”
