Beauty with Heart: The Body Shop Refocuses Select Stores Around Activism, Beauty & Community

It is said that the coastal cities of NY and LA are the trendsetting cities of America.  These influential cultural hubs are usually the first to create, discover or experience the latest in music, food, fashion, beauty, art, etc.  But sometimes, Vegas gets to lead the pack.

My case in point? Celebrating their 25th anniversary,The Body Shop is unveiling their new PULSE boutiques at three Las Vegas locations, the Miracle Mile Shops, Fashion Show Mall and Meadows Mall. I was invited to experience the new look and feel at the Miracle Mile Shops.  As soon as I stepped foot inside the store, I noticed several changes.

First, I noticed an “Ask for Your Free Makeover” table at the center of the store which looked more like a makeup playground. At these “Story Telling Tables” you can go beyond just playing by learning about the products’ quality ingredients and the Community Fair Trade partnerships.

A second difference I noticed was a beautiful portrait of Lily Cole, The Body Shop’s first ever Global Brand Advocate.  Cole believes “beauty with heart” means trying to achieve beauty in a way that is harmonious with your inner values, LOVE THAT! Together Lily and The Body Shop will be launching a new cruelty-free make-up line, never tested on animals.  This limited edition line will be available in stores and online on June 11th.

L: Global Brand Advocate, Lily Cole
R: Pearl Radiance Primer, $22, Liquid Eyeline in Violet, $13.50, Shimmer Cubes, $22, Lip & Cheek Domes, $15

Lastly, the Communities and Values Wall which visually communicate the stores global campaign work through pictures and words.  The PULSE stores have also decreased energy use by 25% compared to the regular stores. In addition, FSC wood is utilized throughout the PULSE stores and they have gone Wood Positive with their paper and cardboard‐based packaging which means they plant more trees than they use to create packages.

The entire experience was inspiring! Beauty with a purpose does exist.  If you’d like to learn more or get involved, just as one of their Values ambassador next time you visit a PULSE store.