Body Shop plans product range facelift

Cosmetics chain Body Shop International is planning to change its trademark plastic bottle packaging.

The alteration is one of a series of innovations planned for the brand, but the company is not revealing design plans.

The familiar bottles, which can be refilled in-store as an environmentally friendly service, have been a long-standing feature of the Body Shop brand.

But the bottles are finally to be replaced when new product ranges are introduced next year. The chain plans to replace around 350 of its 800 product lines by the end of 2000.

In addition, a UK customer loyalty initiative is being prepared for launch and seven more factory outlet shops, selling seconds and end-of-line products, are planned.

At this stage, the company’s design strategy for the new initiatives is under wraps.

A Body Shop spokesman says, “The years of relative under-investment in the brands are way behind us. The momentum is building for new products and a new way of presenting them.”