Launch of Bodyshop 'Support Her Education' campaign
On an average, women receive only 1.8 years of schooling in India. 53% of girls in the age group of 5 to 9 years are illiterate. “Offering girls basic education is one sure way enabling them to make genuine choices over the kinds of lives they wish to lead. An educated woman has the skills, information and self-confidence that she needs to be a better parent, worker and citizen”, says Ms. Shriti Malhotra, COO, The Body Shop India.
In an endeavor to highlight girls’ education as one of the crucial and sensitive issues of today, the Body Shop India has launched the S.H.E – Support Her Education campaign. It’s a one year long campaign that will be focused on providing education, healthcare and food to 100 underprivileged girls. Through the 100+ stores of The Body Shop India, funds will be raised to support the education of 100 underprivileged girls. Every customer will be requested to donate a small amount of Rs 10 with their purchase. The launch of the campaign was carried out at Select Citywalk, Saket, New Delhi. EE in conversation with Ms. Shriti Malhotra finds out the need for launching such an initiative.
According to Malhotra, the reason behind such a movement is to highlight the activities that The Body Shop has been engaging in. “We want the customer to know that every time they are buying our products, they are giving back to society. There is someone else who is benefiting from the purchase,” Ms. Shriti Malhotra added. How is such an initiative in congruence with the brand’s policies and values? Shriti says, “As a company, we hold our values very dear to us. We hope to inspire long term change as we firmly believe that business should be about responsibility and public good. Through S.H.E – Support Her Education, we hope to give these 100 girls an equal access to good quality education and healthcare. This campaign is also very special as this is the first time we are executing an India specific campaign to help local communities in need.”
The Body Shop has roped in actor Vivek Oberoi to be the face of the campaign. Speaking on the association, Ms. Shriti Malhotra said, “We are extremely delighted that Vivek could partner with us for this noble cause. Vivek is highly recognized for his charity work and is truly an inspiring individual. His passion for the betterment of society resonates very well with the brand.”
The Body Shop has always focused on its social campaigns and activist movements to strengthen its core identity of being more than just a beauty brand. TBS has also extended its product portfolio offering premium packaging for its best-selling products. Previously, The Body Shop had also launched a global beauty campaign called “Beauty With Heart” which focused on the philosophy of look good, feel good, and do good. The Body Shop is also not far behind when it comes to experiential as in 2012 it launched a new store format "Pulse," the first launched at Ambience mall, Gurgaon. Speaking on the new store format, Malhotra said that the experiential store housed ethically sourced and manufactured products. “This was a platform to connect with our younger consumers as customers are demanding fair trade products,” she added.
The company entered India in 2006 through its franchise partner Quest Retail and stands today at about 100 stores all over India.
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