Zoe Cook, Head of PR for The Body Shop UK (right).
Sheena Appadoo, Assistant PR Manager for The Body Shop UK (left).
All this week The Body Shop team have been backstage creating the looks for the Spring Summer 2014 shows and trialling the latest trends. We spoke to head of PR at The Body Shop Zoe Cook on their continuing presence at Fashion Scout and their new Colour Crush™ Me Magic Mirror which has been engaging with visitors in the entrance for the past few days.
The Body Shop has a great relationship with Fashion Scout at London Fashion Week and you're back again for Spring Summer 2014. How has this season been for you so far?
This week has been incredible; we’ve seen a great calibre of shows and more guests attending this season. It’s fantastic to be part of such an exciting event, as well as a great opportunity to showcase The Body Shop make-up through the team backstage and the interactive activity we’re doing in the Exhibition Space.
Talk us through your hero products for this season and why they were chosen.
The key The Body Shop products that have been a staple for head make-up artist Lan Nguyen-Grealis during the SS14 shows are:
1. All-in-One BB Cream – a versatile, colour-adapting cream which transforms from a white colour to suit your skin tone.It lifts the skin instantly for that healthy ‘no makeup’ fresh-faced look.
2. Radiant Highlighter – this make-up gem lightens and brightens skin so great for tired complexions. Can be used underneath or on top of foundation, or as Lan did mixing it with foundation for a pearly finish.
3. Colour Crush™ Eye Colour 115 Be My Clementine – this tangerine hue with a slight pearl finish is on trend for the season. It works well with eyes to give a natural glow and definition.
4. Colour Crush™ Lipsticks 205 Passionate Pink – pink is the new red; this beautiful vibrant shade sits between red and pink for a fresh, pop of colour.
5. Honey Bronze Bronzing Powder – this is a versatile product; great for both contouring and adding colour to skin, and as it's a matte finish it also helps minimise shine around the t-zone.
The Magic Mirror has been a hit so far; how have people reacted to the project and how has the integration of social media impacted The Body Shop at Fashion Scout?
We’ve had a huge interest in the interactive Colour Crush™ Me Magic Mirror; guests have loved that it’s quirky and different, and they’re able to share a set of three full length images of themselves instantly on Twitter.
The Body Shop Magic Mirror features three full length mirrors at an angle so that the person standing in front sees themselves in each one simultaneously. Within each of the three mirrors there are five hidden cameras (from the top to the base) so the end result is a still full length image that is a collage of the five ascending photos. By standing in front of the Magic Mirror and sending it a Tweet they activate the cameras which then takes their photo and tweets it back to them.
Twitter has been a quick, fun and shareable way to engage guests with our make-up range in particularly the Colour Crush™ Eye Colour and Lipstick collection. The entire conversation, from beginning to end including the pictures, is held on twitter and is visible to the person’s followers. It’s been a successful way to reach out to key influencers within the industry.
Follow us on Twitter @FashionScout #FashionScout
Madeleine Ayers, contributor. Follow her on Twitter: @MadeleineAyers
Photography by Benjamin Turgel @benjaminturgel and Jamike Latif, @JamikeLatif.