The Drum catches up with Laura Keane, global brand development director at The Body Shop, on how it is trying to change the narrative on its anti-aging products.
‘Drops of Youth’ is one of The Body Shop’s best-selling skincare ranges. Its serum is the bestselling product overall, with a bottle sold every 20 seconds around the world. But now it is rebranding to Edelweiss as part of a concerted effort by the company to move away from harmful branding that promotes ‘anti-aging.’
Leading the change is Laura Keane, The Body Shop’s global brand development director. She says culturally there is a shift in the ways in which brands market products and solutions around women aging. “We really wanted to take a strong stance that goes against what’s been the norm within the beauty industry, because as a big, global brand we have a responsibility to do that for our customers,” …