For decades, The Body Shop, the original ethical British beauty brand, has lived its stated purpose ‘to exist to fight for a fairer and more beautiful world’. As a continuum to its innate business philosophy and keeping up with its promise to transform the beauty industry with fair trade ingredients, the company has launched a new communication campaign in India that features three remarkable female changemakers who embody the brand’s new signature, ‘Changemaking beauty’.
The campaign’s primary objective is to celebrate these inspirational individuals and motivate everyone to believe in their own ability to make a positive impact in the world.
Featuring actor Shefali Shah, football player Bala Devi, and Anny Divya, the youngest female commander to fly a Boeing 777, the campaign showcases the mettle of these women through a series of videos and social media posts. In their own way, all three women have become changemakers, champions, and catalysts by either standing up for an ideal, fighting odds, striking out against gender inequality, or carving a niche for themselves, thus sending forth a tiny ripple of hope and inspiring others to be the change and muster the courage to change the world around them.
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The campaign also features some of The Body Shop’s most loved products, such as the Edelweiss Daily Serum Concentrate.
“At The Body Shop, everything we do is about creating positive change, for you, for communities and for our planet; and we are working continuously to make a positive systemic impact, across society, within the beauty culture and right into the corridors of power. With this new communication campaign in India, we are shedding light on how every individual can be a Changemaker in their own way,” Harmeet Singh, VP of Marketing E-commerce & Product, Asia South, The Body Shop, said.
The signature ‘Changemaking Beauty’ campaign is running across all The Body Shop India stores and digital platforms. The brand is expanding its presence rapidly in India and currently has more than 200 stores in the market.