The Body Shop is honoring its latest global beauty campaign with the announcement of supermodel Lily Cole as its first ever global brand advocate.
As well as modeling for beauty brands including Rimmel London and Anna Sui Cosmetics, Cole’s past credentials include the launch of environmentally-friendly knitwear company The North Circular and campaign work with the Environmental Justice Foundation, so she was an obvious choice when it came to selecting a brand ambassador.
The 23-year-old is supporting The Body Shop’s Beauty With Heart movement, a campaign that aims to empower people across the globe to “Look Good, Feel Good And Do Good.” As a redhead, Cole explained that The Body Shop inspired her to think differently about beauty when she was younger.
“The fact that The Body Shop was selling Henna when I was growing up definitely suggested that red hair was cool — before I was wise enough to recognize that myself!” she said.
From May 15 onwards, the Beauty With Heart campaign will be promoted internationally via a new store experience called Pulse, where highlights will include free makeovers and bulletin boards offering news on the global campaign. In terms of products, Cole has put her name to a limited edition cruelty free makeup range, with items including a lip and cheek gel, liquid liner and pearl radiance primer.
Alex has written for Vanity Fair, Barrons, Bloomberg and Condé Nast Traveler.