British cosmetics and toiletries retailer The Body Shop (TBS) has launched a global beauty campaign called “Beauty With Heart” which focusses on look good, feel good, and do good. Apart from concentrating on not just the brand’s naturally inspired and ethically produced beauty and cosmetics product range, the initiative will also focus on its social campaigns and activist movements to strengthen its core identity of being more than just a beauty brand. TBS has also extended its product portfolio offering premium packaging for its best-selling products.
Commenting on the move, Shriti Malhotra, COO, The Body Shop India, said: “2012 is a landmark year for us. We will complete 25 years of Community Fair Trade which incidentally started from Madurai in India. We recently celebrated our sixth anniversary; staring this journey in India in 2006 we are now present in around 30 cities with over 80 stores. We are excited to launch ‘Beauty with Heart’ and we hope to create a unique and memorable experience that will engage, educate, and inform our customers through this movement.”
According to Malhotra, the reason behind such a movement is to highlight the activities that TBS has been engaging in. “We want the customer to know that every time they are buying our products, they are giving back to society. There is someone else who is benefiting from the purchase,” she added.
TBS has also launched a new store format “Pulse,” the first being launched at Ambience mall, Gurgaon. Speaking on the new store format, Malhotra said that the experiential store will house ethically sourced and manufactured products. “This is a platform to connect with our younger consumers as customers are demanding fair trade products,” she added.
“We are targeting about 100 stores in India by the end of the year,” Malhotra informed.