Last week, I attended the much talked about bloggers' event at the Body Shop,
to celebrate their latest revamp. All I can say is: YES, YES, YES!!!
I cannot express my enthusiasm enough for that the Body Shop stepped up its game to better communicate its ethical heritage: now that competition has intensified and other companies have clinged to the natural and ethical bandwagon, it's not fair for the Body Shop to stay in the backround- since it was Annita Roddick who invented the "business with ethos" in the first place!
Not to mention, of course, the amazing products that the Body Shop has to offer- which I'm sick of raving over and over again all by myself! If a little revamp can make more people to re-familiarise with them, the better ;)
So, what's new at the Body Shop?
Let's take it all one-by-one:
1. New campaign
"Look good, feel good, do good" is the new slogan of the company. The idea behind it is to describe the brand's stragegy with clarity, so that the message is not confusing. Lily Cole has also been set as the brand's advocate! Her beautiful face will star on the Body Shop's new Summer makeup collection.
2. New PULSE stores
2000 stores have already been revamped: brighter and more eye-catchy than before, they have a special station in the middle of the store so as to encourage customers to test the Body Shop products, in a "test before you purchase" manner. There's also a new "community wall" that allows locals to see the latest charity activities in the area. FYI, the only greek Pulse store is located at Kolonaki.
3. New products!
Along with the new Summer makeup collection with Lily Cole, the new Beautifying Oils range has already cought everyone's attention: in short? Beauty in a bottle! Also, the ever so popular Body Butters have been revamped- but that's something to talk about in another blog post ;)
Argyrousa in action: we were asked to write down our favourite body products...
...and we hanged our notes on the "community wall";
the most popular product is going to be donated to NGO Praxis.
Artemi and Sofia!
Other than the Body Shop news, I couldn't end this post without mentioning my excitement for meeting all those fellow beauty bloggers with which we've talked a lot through blogs and Twitter, but hadn't got to meet in person before! My girls, I'm glad we finally met and I hope we'll see each other again soon ;)
To conclude, it's heart warming to see a brand you're so fond of going back to its roots, and communicating its ethical message to a wider audience. I truly hope there will be a new era for the Body Shop- if nothing else, their amazing products do deserve some more love!
There's gonna be some more posts with the products we were kindly given at the event- and of course, the ones I picked out myself; I mean really, could I ever step into the Body Shop and come out empty handed? Nooo...