Lily Cole to front Body Shop campaign as new format is unveiled

The health and beauty retailer is revamping its 2,700 global stores to its new ‘Pulse’ store concept and has unveiled model Lily Cole as its brand advocate to tap into the new generation of  ethical value-led shoppers.

Cole will front a new advertising campaign set to launch shortly.

The Body Shop said its new store concept centres on its Beauty with a Heart campaign, in which it hopes customers will “look good, feel good and do good” when buying its products.

It aims to create stores which are part of their local community including posting local notices and volunteer opportunities in store.

The Oxford Street store, which reopened last week, is the first Pulse Boutique in the UK, while Bond Street is currently being refurbished. There are over 300 The Body Shop stores in the UK.

The Body Shop’s executive chairman Sophie Gasperment said: “We know that our Brand delivers more than beauty; our products truly contain heart as well. 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.”

The new store has been designed to welcome customers in with its ‘try before you buy’ product stands, driving people through the store with long ‘story selling’ tables where customers learn about the how the product has been made.

In addition, cash generated by the new The Body Shop Foundation product range will be driven back into local communities around each store.

The Body Shop, which has stores in 63 countries worldwide, will launch into Hungary for the first time in April this year.

Cole is heavily involved in a number of charity campaigns, which include Christian Aid, Comic Relief and the Elton John AIDS Foundation.

Cole said: “I have long been an advocate of the potential of using business and consumer power to cause positive change.

“By taking a responsible attitude to the people and ecology used [in making the products] it feels amazing to be supporting a brand who are pioneers in that way of working, and seeing the world.”