Global personal care brand The Body Shop recently inaugurated what it calls ‘Activist Workshop store’ in Bangalore at the Mall of Asia. Spanning nearly 584 sq. ft., the store is the brand’s 23rd store in the city, with 19 of them being standalone outlets.

Sharing more on the Activist store with Retail4Growth in an exclusive interaction, Harmeet Singh, VP, Product, Marketing & Digital, The Body Shop South Asia, says, “Our Activist Workshop stores are more than just retail spaces, they serve as an inspiration for how businesses can integrate sustainability into their operations and generate a sense of responsibility within the customers. With this launch, The Body Shop now boasts 20 Activist Workshop stores, further solidifying its position as a leader in ethical beauty and social activism. “

As Harmeet Singh shares, “These stores essentially resonate with the brand focus on sustainability, even the store fixtures made up of recycled materials and reclaimed wood and the worktops are made from 100% recycled materials, keeping waste out of landfills. The new Activist Workshop store further builds on the brand emphasis on sustainability and social change through other aspects like our RRR (Return, Recycle, Repeat) programme that allows customers to easily recycle packaging from products by returning them to the store. “ 

“This commitment extends beyond the store walls – over 70% of The Body Shop's packaging is fully recyclable. We also have established an activism hub, a gifting station, and a bestseller bay, ensuring an immersive experience for customers,” she adds. 

Reiterating brand narrative 

The new Activist store indeed reiterates the brand positioning and its social message of women’s empowerment, while integrating local culture and ethos into its store design. For example, the new Mall of Asia store features a mural design that focuses on celebrating women's success. As Harmeet explains, “The mural intricately weaves together doodles symbolizing Bangalore's dynamic infrastructure and flourishing technology sector. A vibrant purple flower nestled amidst verdant greenery and playful soap bubbles infuses an element of whimsy, accentuating the city's distinctive fusion of technological innovation, cultural richness, and natural beauty. This vibrant portrayal not only celebrates Bangalore's allure for women but also underscores its abundance of educational institutions and research centers, underscoring the city's steadfast commitment to nurturing female empowerment through education and professional advancement. The mural design at our Nexus, Koramangala store, on the other hand, not only highlights our commitment to natural ingredients and promoting recycled plastic, but also serves as a tribute to the timeless allure of cherry blossoms in Cubbon Park, capturing the essence of renewal and beauty found in nature.”

Making Sustainability a core part of operations 

Speaking further on how the brand ensures sustainability, local relevance and ethical sourcing in the store operations, Harmeet says, “In keeping with its Activist DNA, we strive for long-term, systemic change and thus have plans of turning all the new stores into Activist Workshops. Through our Workshop Activist Store, we are on a mission to make returning and recycling plastic bottles an essential part of life. The stores have a Return, Recycle, Repeat section that will help customers easily recycle their products; and packaging, including empty tubs, plastic bottles, or tubes. Furthermore, we are celebrating India’s cultural diversity, focusing on local relevance through our stores showcasing the country’s rich heritage through innovative artwork. We have transformed select existing stores in Ahmedabad, New Delhi, Mumbai, Chandigarh and Kochi into vibrant showcases of India's diverse heritage.”

Harmeet further shares that in January 2024, The Body Shop became the first global beauty brand with 100% vegan product formulations certified by The Vegan Society. “We were also the first beauty retailer to campaign against animal testing in cosmetics in 1989. While the fight continues for a worldwide ban on animal testing in cosmetics, for The Body Shop, a fully vegan product range is the next milestone in cruelty-free beauty.”

The brand has also started using Community Trade recycled plastic from Bengaluru, India in partnership with its global CFT partner, Plastics for Change. “This initiative not only helps tackle the existing problem, it also helps to empower the waste pickers we support in Bengaluru with access to more sanitary working conditions, a fair and stable price as well as the respect and recognition they deserve. Over 2,000 waste collectors are currently engaged in our Community Fair Trade partnership with Plastics For Change, with over 50% female workforce participation,” Harmeet adds.

Challenges in ensuring sustainable operations and ethical sourcing

 While sharing the company’s various sustainability initiatives, Harmeet also sheds light on the challenges that come with it, “Well, the challenges are mostly based on the logistics, or implementation. For instance, ensuring fair trade practices and sustainable livelihoods in local communities require concerted efforts, but our CFT program has been instrumental in promoting economic empowerment. Maintaining eco-friendly practices within our stores presented challenges, but our commitment to sustainable fixtures, recycled materials, and recyclable packaging reflects our dedication to minimizing environmental impact.” 

As she adds, complexities of supply chains, consumer behavior, and regulatory landscapes are the other challenges. Further, as she points out, the rapid pace of technological advancements and market trends adds another layer of complexity, requiring continuous adaptation and investment in research and development. 

But Harmeet does agree that store design and solutions play a crucial role in enhancing the overall customer experience and aligning with the brand's values and positioning. “The store design reflects our brand values through the use of eco-friendly materials, natural elements, and a warm, welcoming ambience. This helps create a consistent brand experience and reinforces the brand's commitment to sustainability while creating a unique and memorable shopping experience.”

The Body Shop India currently operates 200 stores nationwide and plans to expand its footprint to 100 more brand touchpoints by 2025. “This ambitious yet purposeful vision for growth in India focuses on a major expansion in Travel Retail, Beauty Specialty, and Quick Commerce Segments. Additionally, we cater to 1500+ cities through its Brand.com online reach and maintain strong marketplace partnerships with all leading players,” Harmeet sums up.