Famous for its pioneering use of natural ingredients in high-quality cosmetic and toiletry products and its ethical conscience, The Body Shop, a truly global brand with over 2,000 stores across 52 countries is now opening its latest outlet with a new look and brand identity at the Mall of the Emirates.
“The stylish new store design called ‘Shop me’ features products displayed in front of back-lit hemp fabric making it easy for customers to navigate the clearly signed and divided areas. The new look and brand identity reflects the product quality and the values attached to our brand and we are delighted to open this new outlet with the new design,” said Sultan Al Habtoor, Managing Partner, The Body Shop, UAE.
“The new outlet is designed so that customers can discover something new every time they walk into the store and the strong new identity reflects The Body Shop in the 21st Century, building upon the heritage and knowledge of the company whilst remaining true to all the ethical values of the brand,” added Alastair Kerr, Managing Director EMEA Region, UK.
According to Andrew Knappett, General Manager, The Body Shop, UAE, “The new branding builds upon the world-renowned logo, giving it a more contemporary feel with the recognisable ‘pod’ symbol incorporated into the brand name. The new brand identity is also being implemented across all product packaging and promotional materials.
The second store in the Middle East to receive the new look after Wafi City, the Mall of the Emirates outlet is part of The Body Shop’s plan to roll out the new look to 250 stores throughout the world this year. The new outlets feature a newly branded shopfront. The interiors are enhanced with fresh and dark green colours reflecting the environment concerns the company is known for while directional lighting and neutral flooring gives customers a warm and welcoming feel.
The new layout will delight both loyal and new customers of The Body Shop customer as they discover the delights of over 900 wonderfully pampering cosmetic and toiletry products offering a fantastic selection of gifts available all year round. From exotic Body Butter ranges with gorgeous natural ingredients to innovative skin care ranges such as Skin Focus to an incredible range of make-up accessories such as facial blotting tissues, sponges, brushes and aromatherapy products, The Body Shop has something for everybody.
Fun loving customers will be delighted with the ‘invent your scent’ collection where they can create their own chemistry with nine unique fragrances. Each scent has a personality of its own to match your mood and by mixing two together, you’re in a whole new mood. With so many scent combinations that include citrella, minteva, beleaf etc, customers can create a fragrance that suits their individual personality.
As a retailer with strong social and environmental beliefs, an umbrella statement Made With Passion™ encapsulates the very DNA of The Body Shop. The strap line has been created to sum up the five core values of: The Body Shop, Against Animal Testing, Activate Self Esteem, Support Community Trade, Defend Human Rights and Protect our Planet. Made With Passion™ describes The Body Shop purpose, products and people.
“We are also delighted that The Body Shop is the first international cosmetics brand to be awarded the Humane Cosmetics Standard for its Against Animal Testing policy. For those wanting to exercise their ethical purchasing power, more than half our products contain an ingredient sourced through The Body Shop Community Trade programme, reiterating the retailer’s commitment to trading fairly with disadvantaged communities,” commented Jenny Whitehorn, Marketing Director, UK.
From Australia to Zambia, The Body Shop International trades with 28 Community Trade suppliers across 22 countries sourcing exotic natural ingredients such as Manoi miracle oil, babassu nut oil, shea butter, organic honey, tea tree oil, marula oil and flower waxes.
The opening of the Mall of the Emirates outlet was witnessed by Alastair Kerr (Managing Director EMEA Region) UK, Jenny Whitehorn, Marketing Director, UK, Sultan Alhabtoor, Managing Partner and Andrew Knapett, General Manager, UAE.
The Body Shop International was founded by British entrepreneur Dame Anita Roddick, an inspiration for generations of women who have enjoyed The Body Shop products for nearly 30 years. Founded in 1976, the first store opened in Brighton, on the south coast of England, with just 25 hand-mixed toiletry products. Today, The Body Shop International operates in over 2,000 stores worldwide, selling over 900 products.
Over the years The Body Shop International has campaigned on a raft of social and environmental issues. From its first campaign with leading environmental pressure group
Greenpeace to Save the Whales and Against Animal Testing, a campaign which had the support of more than four million European customers, to Make Your Mark, a campaign devised to celebrate 50 years of the Declaration of Human Rights and Stop
Violence in the Home, a global campaign against domestic violence spanning more than 20 countries, The Body Shop strives to leave a positive footprint in every country in which it operates.
