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It’s time The Body Shop became exciting as well as ethical
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
After doing a talk at the Digital Copenhagen conference last week, and feeling the need for a little retail reward, I made a beeline for Sephora. I confess to a weakness for beauty brands and always like to see what’s happening on the shelves.
One brand caught my eye: Youth to the People. Catchy name, optimistic packs, come-on ingredients that read more like a health-bar menu than a dry list: kale, green tea, spinach and vitamins for its superfood cleanser; plant caffeine and dragon fruit for its ‘hydrate and glow’ skin mask.
