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The Body Shop Styling Aids debut marks first step in firm's image "reinvention".

This article was originally published in The Rose Sheet

Executive Summary

THE BODY SHOP STYLING AIDS ARE FIRST STEP OF "REINVENTION PROCESS" for the firm, The Body Shop said in materials presented at the Nov. 1 launch for the hair styling line in New York City. This process, the company noted, includes "reinventing our strategies, our workplace practices, [and] our distribution networks" as well as "redesigning our shops, our logo, [and] our packaging." The Body Shop said it also is "rethinking many of our products" with the idea of developing new ones and "immortalizing the great ones" in an effort to "reinforce our brand position."
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