A concept coming directly from the UK will land in São Paulo on the 28th of April. The Body Shop’s new store, at Shopping Pátio Paulista, aims to pay tribute to Avenida Paulista, one of the city’s best-known spots for, historically, bringing together the main artistic, political and diversity manifestations.
The proposal is to combine self-care and activism, with a creative experience led by artist Tami Lemos, founder of the “Create like a girl” movement, who will develop an exclusive panel for the store and customize ecobags with activist messages during the opening event. The new store will also make a call, especially to young people, for the exercise of citizenship: between the 2nd and 4th of May, there will be promoters in the store encouraging people who have not yet obtained their voter registration card, so that they can do so. They will offer follow up with tablets available to become a voter in the 2022 elections.
The brand’s third workshop store in the country maintains the concept of the spaces of Barra Shopping in Rio de Janeiro and Center Norte in São Paulo, designed with recycled materials, the entire structure was designed to reproduce a craftsman’s studio, combining a rustic decoration with natural materials that evoke the stories of products and their origins based on the fair trade program that The Body Shop establishes with communities around the world.
“The Body Shop has activism in its DNA. We want our customers to have contact with sustainable products and unique experiences of awareness and engagement for a better planet. We couldn’t have a better start than a partnership with artist Tami Lemos and a mobilization to encourage younger voters to exercise their citizenship and qualify for their voter registration”, completes Karina Meyer, Marketing Director for The Body Shop for Latin America.
The new store concept, which fulfills the role of bringing the brand experience even closer to its consumers, also brings the possibility of scheduling facial care rituals in advance, so that customers have more details about the products before taking them to the store. home.
“It is very important when we can potentiate the voice of some purpose through art. I like to link what I believe in with my art and the invitation from The Body Shop allowed me to create about who I am, representing causes that I am a part of”, mentions Tami Lemos, founding artist of the “Create like a girl” movement, which will paint a mural in the store, inspired by the multiplicity of roles that women play in society and the importance of making visible and ensuring the inclusion of the LGBTQIA+ community.
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