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The Body Shop

This article was originally published in The Rose Sheet

Executive Summary

L'Oreal unit's Wellbeing range - formulated with natural ingredients including wasabi, jujube date, French lavender, chamomile and guarana - and new Nature's Minerals cosmetics line, with SPF 25, are first launches under its revamped marketing approach emphasizing the company's natural positioning and ethical business heritage. Beginning August 28, consumers will encounter "invigorated visuals and copy" in more than 2,500 The Body Shop stores worldwide, as well as online, as part of Nature's Way to Beautiful campaign. "Activism isn't listed on The Body Shop labels as an ingredient, but it is there as surely as the bergamot and hemp oil," company says, quoting late Founder Dame Anita Roddick. Consumers can be "activists" simply by patronizing The Body Shop, retailer adds. Company aims to bring "personality" to its products by sharing with consumers the "compelling stories behind [its] products," the natural ingredients used and its fair trade practices that benefit more than 25,000 people across the globe, according to release. "The Body Shop was founded on ethical principals, and we run our business in an ethical manner because we believe it is the only way to do business, and not because it's fashionable or 'of the moment,'" company adds...
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