There is a thing such as a free make-over

The Body Shop launches its first concept-based outlet in Pakistan.

KARACHI:

Following the success of Body Shop’s first outlet in Pakistan at Karachi’s The Forum, 17 more stores have been launched all over the country in a span of seven years.

On Tuesday, the outlet at The Forum celebrated the opening of Pulse, a concept store where customers will be educated about their products, receive free make-overs and grooming sessions by Body Shop experts.

“The Pulse concept reflects our ethical and moral values. Everything is eco-friendly, from the products we offer, to the shop itself, as we believe self-esteem is of utmost importance for humans,” said Anita Ali, Brand Manager of Body Shop Pakistan. “We have launched this store with the same concept [of confidence and self-esteem] where we plan to offer free make-overs to women who want to look good but cannot afford it.”

The ideology behind its slogan, “Look good, feel good and do good” is to use good quality make-up products (mascara, eye shades, shimmers, etc), apply their products (fragrances, body lotions and massage oils) and ‘do good’ by helping others and the planet through the brand’s animal welfare and environment-friendly endeavours.

Celebrities and guests were also present at the event, with stylist and beautician Mona J being one of them. “It’s a lovely concept. Even before I was a professional in this field, I was using their products,” she said, justifying her role as a brand endorser. “Their Vitamin E cream is to die for.”

“I cannot do without their Vitamin E cream. It’s really good,” said actor-comedian Bushra Ansari, another fan of Body Shop’s Vitamin E range who was also present at the event.

Singer Faakhir Mehmood was also invited to be part of the event. “Body Shop’s emphasis on beauty is skin deep. Pulse is an interesting store concept which allows Body Shop to go ‘completely green.’”

All in all, Ali feels that the Body Shop has been one of the most successful ventures of a foreign brand in Pakistan. “We have covered and reached customers in the metro cities and now our focus will be on the remote areas — we know for a fact that people will choose our products over here as well,” she said confidently. “By the end of the year, three more branches will be open and our target cities are Hyderabad, Multan and Peshawar.”

Published in The Express Tribune, September 20^th, 2012.

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