{"id":42954,"date":"2020-08-31T08:44:19","date_gmt":"2020-08-31T08:44:19","guid":{"rendered":"https:\/\/www.retaildetail.be\/beaute-soins\/body-shop-revient-a-ses-racines-avec-un-concept-de-magasin-activiste-2\/"},"modified":"2020-08-31T08:44:19","modified_gmt":"2020-08-31T08:44:19","slug":"body-shop-revient-a-ses-racines-avec-un-concept-de-magasin-activiste-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/body-shop-revient-a-ses-racines-avec-un-concept-de-magasin-activiste-2\/","title":{"rendered":"The Body Shop revient \u00e0 ses racines avec un concept \u00ab activiste \u00bb"},"content":{"rendered":"<p><span style=\"background-color:white\">L\u2019entreprise de cosm\u00e9tiques durables\u00a0<strong>The Body Shop<\/strong>\u00a0remonte sur les barricades : avec son dernier concept de boutique, elle veut sensibiliser les consommateurs aux produits de soins naturels, respectueux des animaux et issus du commerce \u00e9quitable.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Lavabo central<\/span><\/h2>\n<p><span style=\"background-color:white\">C\u2019est Gand qui a eu la primeur du nouveau concept de magasin de The Body Shop\u00a0: le retailer y a ouvert un \u00ab\u00a0atelier militant\u00a0\u00bb dans la Veldstraat samedi dernier. C\u2019est la premi\u00e8re implantation de The Body Shop sous ce nouveau concept en Europe continentale apr\u00e8s des lancements r\u00e9ussis au Canada, \u00e0 Hong Kong, \u00e0 Singapour, au Royaume-Uni et en Cor\u00e9e du Sud. \u00ab\u00a0Gand est une ville sociale \u00e0 l\u2019esprit activiste qui correspond parfaitement \u00e0 The Body Shop\u00a0\u00bb, explique Tess Wijnsouw, Retail Trainer pour la Belgique et les Pays-Bas.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Le retailer n\u2019est pas un nouveau venu dans la ville, mais il va prendre ses quartiers \u00e0 un nouvel emplacement\u00a0: \u00ab\u00a0Nous avions besoin d\u2019une large fa\u00e7ade avec une entr\u00e9e spacieuse et nous avons donc emm\u00e9nag\u00e9 dans un nouveau b\u00e2timent dans cette rue.\u00a0\u00bb Un grand lavabo tr\u00f4ne au centre de l\u2019int\u00e9rieur du magasin\u00a0: l\u2019intention est en effet que les clients puissent y d\u00e9couvrir et essayer les produits par eux-m\u00eames. \u00ab\u00a0Nous voulons jouer avec les sens, il faut pouvoir toucher, sentir les produits&#8230;\u00a0\u00bb Ce n\u2019est pas \u00e9vident en p\u00e9riode de couronnement, mais heureusement, vous pouvez toujours vous laver les mains.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Mat\u00e9riaux naturels<\/span><\/h2>\n<p><span style=\"background-color:white\">Dans le magasin, The Body Shop utilisera autant que possible des mat\u00e9riaux durables et\/ou recycl\u00e9s\u00a0: la table de maquillage et le mobilier de la caisse sont en plastique recycl\u00e9, des bacs de rangement provenant d\u2019une usine automobile prendront place sous les rayons, les meubles muraux seront dot\u00e9s d\u2019\u00e9tag\u00e8res en bois naturel. Les plantes sont \u00e9galement nombreuses dans le magasin\u00a0: le retailer a travaill\u00e9 en collaboration avec un d\u00e9taillant local, Little Green Stories.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Des pr\u00e9sentoirs attirent l\u2019attention sur des produits embl\u00e9matiques de la gamme The Body Shop, comme le shampoing au gingembre ou la cr\u00e8me pour les mains au chanvre. Les produits CBD \u00e0 l\u2019huile de chanvre sont nouveaux dans l\u2019assortiment\u00a0: ils seraient \u00e0 la fois hydratants et apaisants pour la peau. \u00ab\u00a0Tous nos produits sont v\u00e9g\u00e9tariens. Et \u00e0 long terme, nous voulons constituer un assortiment 100% v\u00e9gan. Nous utilisons des ingr\u00e9dients naturels et issus du commerce \u00e9quitable\u00a0; pour les emballages, nous passons au plastique recycl\u00e9\u00ab\u2009\u00bb, explique David Gheerolfs, responsable op\u00e9rationnel du retail.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Un vieux m\u00e9gaphone<\/span><\/h2>\n<p><span style=\"background-color:white\">Le slogan \u00ab\u00a0<em>Forever against animal testing<\/em>\u00a0\u00bb est plac\u00e9 bien en \u00e9vidence sur la vitrine. Avec cette formule, The Body Shop revient en effet \u00e0 l\u2019activisme des premiers jours, quand la fondatrice Anita Roddick montait sur les barricades pour d\u00e9fendre des cosm\u00e9tiques \u00e9thiquement responsables, non test\u00e9s sur des animaux. Ce n\u2019est pas sans raison si un vieux m\u00e9gaphone a \u00e9t\u00e9 install\u00e9 dans un coin \u00ab\u00a0activiste\u00a0\u00bb du magasin\u00a0: les clients y trouveront des informations sur les ambitions durables de l\u2019entreprise, avec une explication de la certification B-Corp dont b\u00e9n\u00e9ficie The Body Shop depuis l\u2019ann\u00e9e derni\u00e8re.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Le changement d\u2019orientation strat\u00e9gique et le retour de The Body Shop \u00e0 ses valeurs des premi\u00e8res ann\u00e9es trouvent leur origine chez <strong>Natura Cosm\u00e9ticos<\/strong>, <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/cosm%C3%A9tique-et-droguerie\/body-shop-passe-sous-pavillon-br%C3%A9silien\" target=\"_blank\" rel=\"noopener\">le groupe br\u00e9silien qui a rachet\u00e9 la soci\u00e9t\u00e9 en 2017<\/a>. Auparavant, la marque avait pass\u00e9 plus de dix ans dans le giron de <strong>L\u2019Or\u00e9al<\/strong>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019entreprise de cosm\u00e9tiques durables\u00a0The Body Shop\u00a0remonte sur les barricades : avec son dernier concept de boutique, elle veut sensibiliser les consommateurs aux produits de soins naturels, respectueux des animaux et issus du commerce \u00e9quitable. \u00a0 Lavabo central C\u2019est Gand qui a eu la primeur du nouveau concept de magasin de The Body Shop\u00a0: le retailer [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":42951,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-42954","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Body Shop revient \u00e0 ses racines avec un concept \u00ab activiste \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"L\u2019entreprise de cosm\u00e9tiques The Body Shop\u00a0remonte sur les barricades : avec son dernier concept de boutique, elle veut sensibiliser les consommateurs.\" \/>\n<meta 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