Lily Cole to act as first global Brand Advocate for pioneering beauty brand

London, 22nd March, 19:30 hrs.  The Body Shop, one of the 21st Century's most iconic and pioneering Brands, launched a new beauty movement – called Beauty With Heart – that will inspire individuals everywhere and transform the boundaries of beauty.

Beauty With Heart places emphasis on a beauty experience that is more than skin-deep, putting a human stamp on beauty and empowering people the world over to Look Good, Feel Good And Do Good.

Beauty With Heart will spring to life through a new store experience called Pulse, as well as through the active support of the first global Brand Advocate for The Body Shop, Lily Cole.

Activist, model and actor Lily Cole is the embodiment of the Brand’s strong Values and the first of a community of inspiring young activists.

Sophie Gasperment, Executive Chairman, The Body Shop, said: "We know that our Brand delivers more than beauty; our products truly contain heart as well.  Today, we’re looking to a future where our vision of beauty can be experienced by new generations for whom it is all about looking good, feeling good and doing good, too.”

Lily Cole, global Brand Advocate for The Body Shop, said: “I have long been an advocate of the potential of using business and consumer power to cause positive change.  The Body Shop takes a responsible attitude to people and the environment, and it feels amazing to be supporting a brand who are pioneers in that way of working.”

The launch took place in central London and attracted figures from the world of fashion, beauty and lifestyle such as Vivienne Westwood and Jo Wood.

The Body Shop became one of the world’s first ethical businesses when it opened its first store in 1976 in Brighton, UK. Today, The Body Shop welcomes over 275 million shoppers to its stores every year, and has over 2,700 stores in 63 countries worldwide.

Beauty With Heart will be rolling out in the UK from 3rd May, with global roll out to follow from 15th May onwards.