- Through a provocative creative campaign and a call to action to US Customers in Support of the Equality Act, The Body Shop opposes hateful anti-2SLGBTQ+ legislation targeting youth.
- The Body Shop Canada is asking its customers to pledge to speak out against hate and intolerance towards the 2SLGBTQ+ community.
- $1 of every sale of the brand’s new “Out for Love” Pride highlighter makeup line will benefit 2SLGBTQ+ charitable partners through North America.
NEW YORK, June 2, 2022 /PRNewswire/ — Today, The Body Shop North America announces continued efforts to support 2SLGBTQ+ youth amid a devastating legislative cycle and increasing discrimination. In United Statesthe Parental Rights in Education Bill, dubbed the ‘Don’t Say Gay’ Bill by the media, was recently passed in Floridaand now copycat bills that threaten the protection and privacy of 2SLGBTQ+ students and educators are on the rise in other conservative states like Texas and Tennessee.
In response, the activist beauty retailer is launching a pro-2SLGBTQ+ creative campaign that directly opposes this legislation. The campaign will come to life through commercial signage, digital initiatives, an education hub, non-profit partnerships and dedicated product sales.
Departure June 1visitors to the brand’s North American stores will see bold and colorful signs, videos and specially designed apparel worn by retail staff, including bandanas and pins that read “We don’t just say gay. We also say…” followed by a list of 2SLGBTQ+ identifiers, including “pansexual”, “bisexual” and “trans”, among others, intended to capture the “we say it all” sentiment for and in solidarity with 2SLGBTQ+ The Body Shop will also put up outdoor advertisements in key locations on building walls, outside cafes and in other high traffic areas of city centres, calling for the passage of the Equality Act.
“Our priority this pride, and always, is to continue working towards a world where 2SLGBTQ+ youth feel safe, supported, and able to show up for who they are,” said Hilary Lloyd, vice president of marketing and corporate responsibility for The Body Shop North America. “We hope this shameless campaign speaks truth to power and helps our customers and 2SLGBTQ+ allies feel at home with The Body Shop.”
Shops across North America will also be equipped with information boards and QR codes that will direct customers to The Body Shop’s digital Pride Hub, which will include educational resources and a petition hosted by the brand’s charity partners, which are Advocates for Youth in the States States and It Gets Better Canada.
In the United States, the Pride Hub petition encourages customers to support 2SLGBTQ+ youth by calling on Congress to pass the Equality Act. The petition will allow customers to automatically generate a letter to their senator requesting their support for the bill, which is widely considered the most important federal legislation to safeguard 2SLGBTQ+ rights.
In Canadathe petition asks customers to sign the It Gets Better Canada pledge to speak out against intolerance and hate.
“2SLGBTQ+ youth face attacks on our bodily autonomy and rights,” said Sydney Green, Head of Digital Content and Strategy, Advocates for Youth. “It is vitally important for businesses, organizations and individuals who are showing up at Pride this year to do all they can to pass the Equality Act, which will provide protections for young gay and trans people who are under attack. in many regions of United States at present.”
The Body Shop also recently launched an “Out for Love” highlighter makeup range in three different shades. Of May 31stst through August 31st, $1 of each sale will benefit It Gets Better Canada and Advocates for Youth in the United States, up to $10,000 for each organization.
“We are proud to partner with The Body Shop this year to inspire a brighter future for all, working to create opportunities that elevate hope, resilience and determination for 2SLGBTQ+ youth,” said Omid RazaviManaging Director at It’s Better Canada.
This Pride campaign is a continuation of The Body Shop’s advocacy for 2SLGBTQ+ rights. Last year in the United States, the retailer encouraged thousands of customers to send letters to senators supporting the Equality Act and collected $35,000 in donations for the Federation for Equality, a grassroots organization that empowers the state for 2SLGBTQ+ people and policies. Last year in CanadaThe Body Shop has joined the All Blood Is Equal coalition to campaign to end from Canada discriminatory blood ban, which screened out potential donors on the basis of sexual orientation and gender identity. In April of this year, Canadian Blood Services announced that it would end the policy.
To find out more and join The Body Shop in its action, visit thebodyshop.com.
ABOUT THE BODY SHOP INTERNATIONAL
Founded in 1976 in Brighton, Englandby lady Anita Roddick, The Body Shop is a global beauty brand and a certified B Corp™ company. The Body Shop seeks to bring positive change to the world by providing high-quality, naturally-inspired skincare, bodycare, haircare and makeup that is ethically and sustainably produced. Having pioneered the philosophy that business can be a force for good, this philosophy is still the driving force behind the brand. The Body Shop operates approximately 3,000 outlets in over 70 countries. With Aesop, Have and Natura, The Body Shop is part of Natura & Co, a global, multi-channel, multi-brand cosmetics group committed to generating positive economic, social and environmental impact. The four companies that form the group are committed to generating a positive economic, social and environmental impact.
For more information, visit www.thebodyshop.com. To connect with The Body Shop on social media, follow @thebodyshopnorthamerica on Instagram and TikTok.
ABOUT YOUTH ADVOCATES
Advocates for Youth is a 501(c)3 organization that advocates for efforts that help young people make informed decisions about their reproductive and sexual health. Advocates boldly advocates for a more positive and realistic approach to adolescent sexual health, focusing its work on young people between the ages of 14 and 25 in the United States and around the world.
ABOUT IT’S GETTING BETTER CANADA
It’s Better Canada is a registered charity in Canada that envisions a world where all 2SLGBTQ+ youth are free to live equally and know their value and power as individuals. Its mission is to uplift, empower and connect 2SLGBTQ+ youth through Canada.
SOURCE The Body Shop