The Body Shop just opened a brand new store at Mall of America—same location, whole new look. One of the defining elements is the "storytelling" table in the center of the store—it's modeled after founder Anita Roddick's kitchen table, and features some of the brand's most popular products. At the entrance to the store is a bulletin board with news about The Body Shop's global campaigns: fair trade, human rights, energy efficiency. Sure, the space looks fresh, but this makeover is intended to bring out The Body Shop's inner beauty.
I'm partial to the lemon scented body butter.
It's been more than 20 years since The Body Shop hit the U.S., touting fair trade and denouncing animal testing before it was trendy. Since then, our malls have become crowded with beauty concepts, and they keep coming—in just the past few months Sigma beauty and Intelligent Nutrients opened at MOA. So it's an opportune time for The Body Shop to redefine itself.
The company, now owned by L'Oreal, wants to engage younger shoppers and compete with Sephora by making the store more of an experience center (it's all about experience these days). The Body Shop has long offered complimentary makeovers, but who knew? Now, the makeup collection is more accessible and the staff is at the ready with brushes and creams. Check it out with me this Saturday, Feb. 23 from 2 to 6 p.m.
The Body Shop will celebrate its MOA store opening with a Beauty With Heart Make-up Makeover Event. Get a complimentary skincare/makeup makeover and upload a photo to Instagram or Twitter (hashtag #beautywithheart; tag @thebodyshopusa and @alishops) for a chance to win special prizes including gift baskets filled with more than $100 worth of products. I have the honor of announcing five winners, chosen at random, during the event. One winner will be chosen every day following, until Feb. 28. So join me at the store Saturday afternoon, and plan a Saturday night on the town—you'll want to show off your pretty face . . . which, of course, only enhances the beauty within.