MODEL and actress Lily Cole is The Body Shop’s first global brand advocate.

If there is one skincare/cosmetics brand that has established that beauty isn’t just skin deep, it’s The Body Shop.

Since its founder, the late Annita Roddick, set up the United Kingdom-based company in 1976, The Body Shop has been synonymous with products that are natural, earth-friendly and give back to the community.

This year, The Body Shop reaffirms those values with a new “beauty movement” and its first global brand advocate—actress and model Lily Cole.

The movement is called “Beauty with Heart,” which was launched in London last March. Locally, it will be rolled out on May 15, along with a new store layout, starting with the SM Mall of Asia branch.

The Body Shop Philippines’ Jo-Imeelyn Kapunan, who was at the launch, said the new campaign wants to emphasize three key things when it comes to beauty: “Look good, feel good, do good.”

“We are highlighting our tradition and history, but at the same time we try to be relevant,” said Kapunan. “The new brand ambassador is young, she’s only 24, so we’re really going into the young market as well.”

Kapunan was mum about details regarding The Body Shop’s new store layout, but generally described it to have a “warmer” feel.

“It will be more inviting,” she said. “What we really want is for people to experience the products.”

The shop’s salespersons are trained to just be on standby, to let customers try the products themselves.

Fruity scents

The Body Shop has been in the Philippines for 16 years. Kapunan says Pinoys’ preferences’ have mostly remained unchanged—fruity scents are still a crowd favorite, and when it comes to makeup, Filipinos still love the Lip and Cheek Stain.

THE “BEAUTY with Heart” movement was unveiled in London last March. It will be launched locally on May 15.

“What’s interesting is that the Filipino market really loves the olive scent, whereas in other countries, it’s not a bestseller,” added Kapunan.

People have also become more eco-conscious, which, said Kapunan, makes the brand more relevant than ever. The Body Shop’s packaging are all made out of recycled materials; the crates, for example, are created by residents of Tahanang Walang Hagdan out of the wooden pallets containing product shipments from the UK.

And despite “drastic changes” in competition in the beauty market for the last five years, Kapunan said the brand is still an industry leader.

“We don’t want a monopoly. We are just happy we are at the forefront—or, as the British would say, the forefoot.”