Body Shop at ‘heart’ of the industry with new international store concept
According to the UK company, its new Pulse concepts will be a combination of brand new stores and remodelled existing ones, with Hungary being the first on the list to open next month.
“Pulse is a heartbeat in the community. It is where ‘Beauty With Heart’ comes to life through our Community Fair Trade products, our passionate teams, and through our community and values walls which allow for consumer engagement and interaction,” says international brand director, Ann Massal.
Getting to the heart of the community
To re-emphasise its individuality and uniqueness in business, the company has designed each store complete with an interactive area which will feature information on the Body Shop’s global activities with community Fair Trade partners, to encourage both staff and customers to get involved in local events.
"We know that our Brand delivers more than beauty; our products truly contain heart as well. Today, we’re looking to a future where our vision of beauty can be experienced by new generations,” says executive chairman, Sophie Gasperment.
In addition, Pulse stores will have a resident values ambassador who will be able to talk to customers about the work undertaken by The Body Shop whilst also promoting the company’s five core values; protect the planet, activate self-esteem, defend human rights, support community fair trade and against animal testing.
Sustainability
As part of its commitment to sustainability, the environmentally conscious company has also ensured that each store has been designed with sustainability in mind.
“At The Body Shop, we always strive to be as earth friendly as possible but we know there is always more we can do. For us, reducing our negative impact isn’t good enough; we want to improve our positive impact,” explains Paul McGreevy, director of values and R&D.
“We have made a public commitment to reduce our CO2 emissions by 50 per cent by 2020. In a third of our stores we have automated meter reading, helping us to monitor and control our energy consumption.”
