SAN FRANCISCO, May 2 /PRNewswire/ -- The Body Shop has today unveiled a
fresh new look for its stores. The irresistible British-born brand, famous
for its pioneering use of natural ingredients in high quality cosmetics and
toiletries, announced that a new stylish store design and brand identity is to
be rolled out to its stores across the world.
The fresh and striking store layout will make The Body Shop customer
experience both inspiring and engaging. Loyal customers will continue to
enjoy the best of The Body Shop, while new customers may wonder why it took
them so long to discover the delights of over 900 wonderfully pampering
cosmetic and toiletry products.
Following the success of eight innovative new concept trial stores in
seven countries, including San Francisco and New York, The Body Shop new look
will be rolled out to 250 stores throughout the world this year including
65 in the US and Canada.
The stores feel lighter and more modern than ever before, with displays
that are simple and clear, bright and open. The new design developed from
feedback and best practice from stores around the world provides an easier
shopping experience for customers. By giving each product range its own
clear, well-lit space with testers and detailed advice panels customers now
have clearer signage to guide them through the store.
Special attention has been given to making the environment comfortable for
everyone, from user-friendly cash desks featuring hearing loops and pull-out
desks for wheelchair users to wide aisles for mums with pushchairs. The
attractive layout enhances the full product range, highlighting The Body Shop
favourites from Body Butters to Vitamin E Moisture Cream.
The new format and identity is an evolution for the brand that has been
revolutionising cosmetics and skincare for nearly 30 years. The new
contemporary, feminine and sophisticated stores use signature The Body Shop
notes of green and white and materials that reflect the environment concerns
the company is known for, from hemp fabric to non-toxic paint and waste glass.
To support the new stores the new brand identity is also being implemented
across all product packaging and promotional materials. 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 and a darker
shade of green added to the colour palette.
As a retailer with strong social and environmental beliefs, an umbrella
statement Made With Passion(TM) 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(TM) describes
The Body Shop purpose, products and people.
Andy King, Global Marketing Director of The Body Shop commented: "This is
a wonderful new look for The Body Shop which we believe customers -- loyal and
new -- will absolutely love. We have designed this store with the customer
foremost in our minds. We'd love our customers to feel as if they discover
something new every time they walk into the store. This great new design and
strong new identity reflect The Body Shop in the 21st Century, building upon
the heritage and knowledge of company whilst remaining true to all the ethical
values of the brand."
The Made With Passion(TM) strap line sums up the very essence of our
business. We are a retailer with a heart, a passion for everything we do and
when a customer comes into store, they too can feel part of the experience."
The Body Shop International plc has more than 2,045 stores in 52 countries
worldwide. A global retailer of toiletries and cosmetics, we are also
committed to environmental protection and respect for human rights; we develop
trading relationships with communities in need; we are against animal testing
in the cosmetics industry; and we encourage education, awareness and community
involvement among our staff and customers.
Weber Shandwick for The Body Shop
SOURCE The Body Shop