As you know by now, I am a huge support of modern day artisans and supporting my local economy (click here and here for tips). As a result you will not catch me wandering through a mall on a Saturday afternoon and the times that I am actually in a mall, you will definitely not see me in The Body Shop.
I can’t even begin to tell you how many times I’ve walked past this store and although I usually would see some attempt at social activism, it was never enough to impress me (seemed hollow somehow too). On their website they claim, “For years we’ve campaigned against injustices, stood up for the vulnerable and spoken out for those without a voice of their own.” If that is what they have been doing, they certainly aren’t making it known by hiding themselves deep within commercialism. I also found their product lacking and full of unnecessary ingredients – there was just nothing special about it.
That said, I stumbled upon their recent campaign that leans in the same direction as the Dove Pro-Aging campaign (which is genius by the way), but takes it one step further.
Check it:
Their new campaign really drives home their beliefs on activating self-esteem, protecting the planet (e.g. against animal testing), supporting community trade and defending human rights. Could this be a result of L’Oreal buying it in 2006? Those are some HUGE bites to swallow and I’d say that they have a lot of work ahead of them, however if they can do as they say then I might be making a trip out to The Body Shop afterall.
I have no doubt that Anita Roddick would be proud of this campaign.
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