The Body Shop is doubling down on sustainability, mental wellness, and social equality to reach young shoppers.

The Body Shop is doubling down on sustainability, mental wellness, and social equality to reach young shoppers. The Body Shop has always been a mission-driven brand by focusing on anti-animal testing. And now, the company is going after relevant topics with Gen Z and Millennials, including mental well-being, social equality, climate activism, and sustainability. As part of its reimagined focus, The Body Shop will expand its product refill stations, which were created last year, to almost all of its 3,000 global stores. Additionally, the beauty retailer is launching a social media campaign focused on non-government organizations, starting with calling for support of an update to the 1964 Equality Act, which would prohibit discrimination based on sex, sexual orientation, and gender identity. The initiative places a special focus on the mental wellness of the LGBTQ+ community. Additionally, The Body Shop is introducing wellness products this month aimed at mood, breath, and sleep featuring products like essential oils, bath and body items, and fragrances. Gen Z and Millennials want to shop brands that support the issues they’re passionate about, and The Body Shop signals how iconic brands can realign their mission to reach a new generation of young people. (Glossy)