The Body Shop MY talks about sustainability with a new interactive store

The Body Shop Malaysia has launched a one-of-a-kind store concept called “The Body Shop Activist Makers” which encourages shoppers to explore different sustainable products and find out how they can play their part in protecting the Earth. This is part of its project to offer consumers a place to play and discover and to offer an interactive “activist workshop” experience.

Located at Sunway Pyramid, the new concept store is touted by The Body Shop as its most sustainable store to date. The store features recycled fixtures and furniture, a charging station, as well as products made from its recycled plastic packaging.

The store has been fitted with sustainable fixtures made from reclaimed wood and recycled plastics to help minimize its environmental footprint, such as a metal facade constructed from aluminum which requires less energy generation than other materials and is recyclable to infinity. Additionally, the work surfaces the store displays are “made from 100% recycled materials otherwise destined for landfill,” according to The Body Shop. A+M contacted The Body Shop for more information on the new concept store.

At the same time, the charging station will allow the company to reduce its plastic consumption with aluminum refills that can be cleaned and brought back to the store. They can then be refilled from the brand’s 12 shower gel, shampoo, conditioner and hand soap.

The store will also feature a body butter tower (pictured below), where The Body Shop body butter products are displayed on a display rack. With an attached sink, customers can test different hand wash and shower gels before slathering on their favorite body butter or body lotion at this testing station.

Meanwhile, The Body Shop’s “ACT wall” (pictured below), customers can choose from one of four commitments on the board to pledge, such as switching to energy-efficient appliances, consuming less , reduce, reuse, repair and recycle as much as possible, and finally green their travels. The Body Shop explained that this feature will encourage customers to commit to doing something sustainable for the good of the environment, while inspiring and motivating others to do the same. Going forward, the company plans to use this ACT wall to activate causes that align with The Body Shop values, including youth activism and women’s empowerment.

act wall bodywork

Meanwhile, one of the highlights of the Workshop store is the dynamic sustainable artwork (pictured below) created by Malaysian artist Nini Marini. Injecting her personal style with bold colors inspired by nature, Marini used plastic dowels made from recycled plastic packaging from The Body Shop to create the mural. Inspired by the theme of climate change, the artwork invites buyers to change their consumption habits and come full circle on climate change.

art by nini marini body shop

The plastic stakes used by Marini in her works were produced by The Sea Monkey Project, a Malaysian social enterprise focused on ocean plastic solutions and education. The Body Shop has partnered with The Sea Monkey Project to transform plastic packaging returned by customers in stores into recycled products such as detangling combs, soap dishes and soap dishes. Separately, 12 mini artworks by students from Sunway University School of Arts, also inspired by climate change, also used the same type of dowels.

Separately, on the commercial front, The Body Shop’s retailer, InNature, reported a profit after tax (PAT) of RM7.8 million on the back of sales of RM43.7 million. in the fourth quarter ended December 31, 2021 (Q4 2021). Group chief executive Mina Cheah-Foong said earlier that its distance selling channels such as e-commerce, conversational commerce and social selling continue to contribute significantly to the group’s revenue post-lockdown. She explained that these channels accounted for 14.2% of the group’s revenue during the fourth quarter of last year. At the same time, the group’s distance sales channels mitigated the effect of the COVID-19-related lockdown in 2021 with a revenue contribution multiplied by 2.6 to reach 28.6%.

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Laura J. Boyer