On February 28th in London. Ethical beauty retailer THE BODY SHOP revealed that British singer and global superstar LEONA LEWIS has become its new BRAND ACTIVIST.
Seven years since her triumph on THE X FACTOR (UK), Leona has twenty million album sales and a glittering collection of awards and award nominations, yet remains grounded and true to her beliefs. An animal lover and long-time vegetarian, she is the perfect partner for THE BODY SHOP and its unique vision of cruelty-free beauty.
As part of the partnership, one of Leona’s first activities is to help The Body Shop and NGO CRUELTY FREE INTERNATIONAL in their joint, global campaign to end animal testing for cosmetics forever, building on the EU ban on animal testing for cosmetics which comes into effect on March 11th this year.
Leona has also put her name to an exclusive cruelty-free make-up and fragrance collection, the LIMITED EDITION COLLECTION BY LEONA LEWIS. Featuring 100% vegetarian cosmetics in fashion-forward shades, the LIMITED EDITION COLLECTION BY LEONA LEWIS features quirky packaging with a floral deer motif, celebrating the fact that The Body Shop was one of the first beauty brands to use cruelty-free, man-made musk instead of musk derived from the musk deer. The Limited Edition Collection by Leona Lewis is available at selected stores from 25th March onwards.
To celebrate the partnership, Leona will also be holding an exclusive gig for fans which will be live streamed on March 26th 2013. For more information on the gig, follow The Body Shop on Facebook.
Leona Lewis says: “I’m passionate about beauty and I’m all about animal rights. As a result, I’m really conscious of where the products that I use come from. The Body Shop sells cruelty free, ethical products containing amazing Community Fair Trade ingredients. The collaboration is a natural fit!”
THE BODY SHOP became one of the world’s first ethical businesses when it opened its first store in 1976 in Brighton, UK. Today, The Body Shop welcomes over 275 million shoppers to its stores every year, and has over 2,700 stores in over 60 countries worldwide.
To watch Leona talking about the collaboration, visit The Body Shop on YouTube: www.youtube.com/thebodyshop