06.06.22
The Body Shop North America is continuing its fight against anti-2SLGBTQ+ legislation through its 2022 Pride campaign.
The activist retailer is calling on consumers in the U.S. to support the Equality Act and oppose
hateful anti-2SLGBTQ+ legislation targeting young people.
In addition, The Body Shop Canada is asking customers to pledge to speak out against hatred and intolerance aimed at the 2SLGBTQ+ community. One dollar from each sale of the brand's new "Out for Love" Pride highlighter makeup range, shown above, will benefit 2SLGBTQ+ charitable partners across North America.
"Our priority this Pride, and always, is to keep working toward a world where 2SLGBTQ+ youth feel safe, supported, and able to show up as they are," said Hilary Lloyd, VP of Marketing and Corporate Responsibility for The Body Shop North America. "We hope this unapologetic campaign speaks truth to power and helps our 2SLGBTQ+ customers and allies to feel at home with The Body Shop."
The Body Shop's Out For Love Makeup Range
The Body Shop recently launched an "Out for Love" highlighter makeup range in three different shades. From May 31st through August 31st, $1 of every sale will benefit It Gets Better Canada and Advocates for Youth in the US, up to $10,000 for each organization."We are proud to collaborate with The Body Shop this year to inspire a better future for all, by working towards creating opportunities that elevate hope, resilience, and determination for 2SLGBTQ+ youth," said Omid Razavi, Executive Director at It Gets Better Canada.
More About the Campaign
The Body Shop's campaign will be brought to life through retail signage, digital initiatives, an educational hub, non-profit partnerships, and dedicated product sales.Pins will read "We don't just say gay. We also say…" followed by the list of 2SLGBTQ+ identifiers, including "pansexual," "bisexual," and "trans," among others, meant to capture the sentiment "we say it all" for, and in solidarity with, the 2SLGBTQ+ community.
Stores across North America will also be equipped with informational tables and QR codes that lead customers to The Body Shop's Pride Hub, online.
The Body Shop Fights to Pass the Equality Act in the U.S.
In the US, the Pride Hub petition is encouraging customers to support 2SLGBTQ+ youth by telling Congress to pass the Equality Act.The petition will allow customers to automatically generate a letter to their senator urging support of the bill, which is widely considered to be the single-most important piece of federal legislation for safeguarding 2SLGBTQ+ rights.
In Canada, the petition is asking customers to sign It Gets Better Canada's pledge to commit to speaking out against intolerance and hate.
"Young 2SLGBTQ+ people are facing attacks on our bodily autonomy and rights," said Sydney Greene, Manager of Digital Content and Strategy, Advocates for Youth. "It is vitally important for companies, organizations, and people showing up to Pride this year to do everything they can to pass the Equality Act, which will provide protections for the queer and trans youth who are under attack in many parts of the United States right now."
