Activist beauty brand, The Body Shop has opened the doors to its new concept store at Melbourne’s Emporium. The largest concept store to date, the store has been described as an interactive ‘activist workshop’ that encourages visitors to explore products and discover how they can fight for a more sustainable future.
With this new concept, The Body Shop is going back to its roots and continues its passion of being forward thinking and environmentally progressive. The store has been fitted with sustainable fixtures like reclaimed wood and recycled plastics to help minimise its environmental footprint.
Examples include a metal façade constructed in aluminium – an eco-friendly material that requires less energy production than other materials – and is infinitely recyclable. The store also boasts worktop surfaces manufactured from 100% recycled material destined for landfill.
The Body Shop creative and visual merchandising manager, Phil Ransome, said the materials used in the store are natural, raw and real, and have been thoughtfully selected to enhance the space.
“We’ve drawn inspiration from the real working spaces of artisan workshops and have integrated reclaimed, up-cycled and locally sourced items such as ceramics and propping to embody the spirit of this store and experience.”
The new store also features an activism corner where consumers can discover the brand’s activist roots as well as campaign for social change around issues ranging from gender equality to fighting cosmetic animal testing. Consumers can also find out how they can get involved and take a stand with The Body Shop’s global and local collective.
The Emporium ACT Corner offers opportunities for customers to learn about important issues and influence real change, including critical thinking cards to spark conversation about gender inequality and female homelessness, Amnesty International’s petition to Raise The Age of Criminal Responsibility in Australia and information for budding activists who want to apply for a delegate position in the 2021 Youth Activist Series with Plan International Australia.
“Our new Emporium store showcases the best of The Body Shop’s values and our commitment to getting to work in authentic and tangible ways,” marketing and corporate responsibility director, Shannon Chrisp said.
“This new concept store amplifies our activist roots in a way that truly engages customers in the stories behind our products and encourages them to join us in fighting for a fairer and more beautiful world. We want our customers to roll up their sleeves and play with products made from real, raw, and sustainable ingredients and to participate in entry-level activism – whether that be through understanding the impact of Community Fair Trade sourcing, learning about gender inequality around the world, signing a petition or challenging their biases through critical conversation.’’
The Body Shop operates around 3,000 retail locations in over 75 countries, offering over 800 cruelty-free products including body butters, hand protectors and skin care. In 2019, The Body Shop was B Corp certified joining a select group of companies united in their mission to drive change through ethical and sustainable business.