Fresh new look for The Body Shop

Dame Anita Roddick, founder and pioneer of The Body Shop, officially opened this stylish new store design called "Shop Me" at Wafi City, their 14th branch in the UAE.

The first store in the Middle East to receive the new look, the Wafi City outlet is part of The Body Shop's plan to roll out the new look to 250 stores throughout the world this year alone, including 2 more in the UAE; Mall of the Emirates and Ras Al Khaimah's Manar Mall.

"We are delighted to be the first in the Middle East to unveil this new look and brand identity. It's sophisticated, contemporary and celebrates the amazing quality of our products, as well as our brand" said Sultan Al Habtoor, Managing Partner, The Body Shop, UAE.

The fresh and striking store layout will make The Body Shop customer experience both inspiring and engaging. Loyal customers will continue to enjoy the best of The Body Shop, while new customers may wonder why it took them so long to discover the delights of over 900 wonderfully pampering cosmetic and toiletry products.

The stores feel lighter and more modern than ever before, with displays that are simple and clear, bright and open. The new design developed from feedback and best practice from stores around the world provides an easier shopping experience for customers. By giving each product range it's own clear, well-lit space with testers and detailed advice panels customers now have clearer signage to guide them through the store. The attractive layout enhances the full product range, highlighting The Body Shop favourites from Body Butters to Vitamin E Moisture Cream.

The new format and identity is an evolution for the brand that has been revolutionising cosmetics and skincare for nearly 30 years. The new contemporary, feminine and sophisticated stores use signature The Body Shop notes of green and white and materials that reflect the environment concerns the company is known for, from natural fabric to non-toxic paint and waste glass.

To support the new stores the new brand identity is also being implemented across all product packaging and promotional materials. The new branding builds upon the world-renowned logo, giving it a more contemporary feel with the recognisable 'pod' symbol incorporated into the brand name and a darker shade of green added to the colour palette.

As a retailer with strong social and environmental beliefs, an umbrella statement Made With Passion™ encapsulates the very DNA of The Body Shop. The strap line has been created to sum up the five core values of: The Body Shop, Against Animal Testing, Activate Self Esteem, Support Community Trade, Defend Human Rights and Protect our Planet. Made With Passion™ describes The Body Shop purpose, products and people.

"The customer experience with The Body is paramount. Through continued research and development the company has been able to offer a service, both products and outlets, that is unmatched by any other toiletries and cosmetics retail provider," commented Dame Anita Roddick. "Since inception 30 years ago, my research has led me to the furthest corners of the world, experiencing the living and grooming habits of indigenous communities. It is this experience that has enabled The Body Shop to achieve a position that is synonymous with its beliefs."

"This is a wonderful new look for The Body Shop which we believe customers - loyal and new - will absolutely love. We have designed this store with the customer foremost in our minds. We'd love our customers to feel as if they discover something new every time they walk into the store. This great new design and strong new identity reflect The Body Shop in the 21st Century, building upon the heritage and knowledge of company whilst remaining true to all the ethical values of the brand," commented Andrew Knappett, General Manager, The Body Shop, UAE.

"The Made With Passion™ strap line sums up the very essence of our business. We are a retailer with a heart, a passion for everything we do and when a customer comes into store, they too can feel part of the experience," added Knappett.