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The Body Shop unveils Leona Lewis as brand activist

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Beauty retailer The Body Shop has today unveiled singer Leona Lewis as its new brand ambassador, ahead of the launch of a make-up and fragrance collection by the celebrity.

Available in selected stores from March 26th 2013, the cruelty-free collection was created in collaboration with Lewis and contains an updated version of the retailer’s famous White Musk fragrance.

Launched in 1981, the fragrance was one of the first ever cruelty-free musk fragrances and The Body Shop pointed out that all of its products on sale today are 100 per cent vegetarian and cruelty-free.

This May, The Body Shop customers will be able to sign a pledge in support of non-profit organisation Cruelty Free International, which is calling for a global ban on animal testing for cosmetic purposes and it is hoped that Lewis’ involvement will boost awareness of the issue.

Ethical retailing is becoming an increasingly prominent part of the industry, with Fairtrade Fortnight launching earlier this week to promote the importance of ethically-sourced goods.

The Fairtrade Foundation, which set up the event, released research which found that sales of Fairtrade products topped £1.5 billion in te UK last year, highlighting consumer appetite for such goods.

Commenting on her appointment as brand activist, Lewis said: I’m so excited to present my first ever make up collection, designed to celebrate cruelty-free beauty at The Body Shop.”

Published on Thursday 28 February by Editorial Assistant

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