The Pulse of The Body Shop

Photo By Gareth Cattermole/Getty Images

Women’s Wear Daily reports that model Lily Cole will be the new face of The Body Shop. She will help communicate The Body Shop’s Beauty With Heart campaign, which the company said is based around its mantra of “Look Good, Feel Good and Do Good.” Beauty with Heart promotes skin care and makeup that is cruelty-free and made with fair-trade ingredients, and includes the Cruelty-Free Makeup Collection, which Cole is launching with The Body Shop at the end of May.

The Beauty With Heart campaign will coincide with a new store concept called Pulse. New stores will be rebranded as “pulse boutiques,” and many existing stores will be remodeled. Pulse boutiques will feature interactive areas that inform customers about The Body Shop’s fair trade partners, and will feature a “create your own gift” area. Makeup and skin care experts will also be on hand in all the stores, which will be re-designed to be more energy efficient.

The Beauty With Heart campaign will roll out in the U.K. from May 3, and will launch globally from May 15.

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