Event Space: The Body Shop Beauty With Heart Tuesday 26 June, 2012

The Body Shop introduces a host of do-good beauty: limited edition Lily Cole Cruelty Free Makeup collection, Pulse Concept stores and more. Is it Beauty With Heart? Why yes, it is.

I love me a good concept. The concept should never be too gimmicky, should serve a purpose not to simply just “be” for the “ahh” factor, but really move whatever the concept is pushing/complementing forward. When I developed my last love (before Fear No Beauty), the interactive makeup magazine Beauty Etc., it was high-concept in that it encouraged you to “click-and-connect” with content (prior to the whole iPad surge), but all the flashing and movement and bells and whistles served a greater purpose beyond being “pretty”—they served to teach you more. Because when you interact with something, you become engaged and more likely to learn and retain information. It’s a good concept. A solid one.

 The Body Shop Beauty With Heart

(The Body Shop’s goodies show off new, streamlined packaging with less verbiage.)

What am I prattling on about? Well, I met with The Body Shop for its “Beauty With Heart” event to preview an onslaught of new goodies—Lily Cole Cruelty Free Makeup, Body Mists and Beautifying Oils, as well as new, fuss-free packaging—and in the process was introduced to the brand’s “Pulse” concept store. Basically, the idea is to create a “beauty playground,” where customers are encouraged to “touch and play” with products (sound familiar?), promoting engagement and education.

 The Body Shop Pulse Concept Story Selling Table

(The “Story Selling” table, a place where you can sit down and try out The Body Shop’s products)

A cornerstone of this concept is the “Story Selling” table, which is based loosely on The Body Shop founder Anita Roddick’s kitchen table where she would gather her friends around to talk about their beauty experiences and test out her newest formulations. You can sidle up to one of these “Story Selling” tables, which feature mirrors for checking out your beauty experimentation and stools for settling in to try on a number of The Body Shop products. Other informative bits serve to educate you on the company’s initiatives, like the Community & Values Wall, a bulletin board where the store displays its involvement in community outreach and social change. One glance at this wall gives visitors a look into the good that The Body Shop is doing above and beyond beautifying.

 The Body Shop Lily Cole Cruelty Free Makeup

(The limited edition Lily Cole Cruelty Free Makeup)

But naturally, The Body Shop is about beautifying, and its latest addition, the limited edition Lily Cole Cruelty Free Makeup collection, embodies the brand’s ethos as much as it gives good face. But first: Do you know Lily Cole? She’s the cherub-faced supermodel of the early aughts, and she’s The Body Shop’s global brand advocate and an activist who believes in sustainability and responsibility. So, a good fit for a brand centered around social activism and responsible beauty, no? The new makeup line is as fresh-faced as Lily, and is supremely do-good too: All of the makeup is vegetarian, 100% cruelty-free with no bug shells, shellfish or animal hair, with ingredients sourced by fair trade, and packaged in insanely cute 100% recyclable packaging. The Body Shop international makeup artist Chase Aston demoed the products, touting the line’s use of marula oil, which allows the makeup to glide onto the skin while replenishing it with moisture.

 The Body Shop Chase Aston Lily Cole Makeup

(Makeup artist Chase Aston shows how to color-block the eye using shimmering pastels from the limited edition Shimmer Cubes.)

Lily Cole Cruelty Free Makeup includes everything from a violet Liquid Eyeliner to a glow-begetting Pearl Radiance Primer, but the true standouts are Puff On Radiance, a pink orb packed with blush-toned, radiance-inducing spheres and a cute powder puff—perfect for dusting the tops of shoulders this summer for just a hint of glisten; and the Lip & Cheek Dome, a squat little jar that contains a dome of what The Body Shop says is a creamy gel, but I’d place as neither a cream nor a gel—it’s harder, like some kind of beauty crayon, and deposits a translucent layer of color (either Pinch Me Pink or Crazy For Coral) that can be easily blended into skin using your fingers or a makeup brush. I love it for a dash of color on the lips, or, as I’ve been doing lately in the summer heat, punching up cheeks between events (it’s light enough to reapply throughout the day if you need a rouge pick-me-up).

The Lily Cole Cruelty Free Makeup collection is only available for a three-month run; so get it while you can! Visit thebodyshop-usa.com, and experience the Pulse concept at a participating The Body Shop near you.

Karie L. Frost Signature



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