Beauty brand gets into Loving Your Body

Media Release

Beauty brand gets into Loving Your Body

Activate self-esteem with The Body Shop

September 10 2009

With self-esteem being one of The Body Shop’s five core values, the leading health and beauty retailer is a natural fit with EDEN’s Love Your Body Campaign. To show its support for promoting body esteem and body diversity, The Body Shop is selling sustainable, New-Zealand-made Love Your Body Thunderpants in its 27 stores between October 19-November 2. At just $25 for a funky pear-tree Love Your Body design in either hipster or original styles –you can also get a matching camisole – there’s never been a better time to buy your Thundies!

“Partnering with EDEN’s Love Your Body Campaign and Thunderpants is an opportunity for The Body Shop to celebrate individuality, uniqueness and activate self-esteem,” says values and communications manager Jessica Henderson. The Body Shop will also run an in-store “call to action”.

“The Body Shop is proud not to fit the mould,” says Henderson. “We never sell false promises, or an unattainable ideal of beauty – we never play on insecurities and believe there is no one way for a women to look. After all, no two women think the same, act the same, or sound the same. If through this campaign we can activate just one person’s self esteem then to us, our involvement is worthwhile.”

Says EDEN Agency Manager Dr Maree Burns: “It is fantastic to have such a well-loved body care brand on board supporting these vital messages. With The Body Shop’s support, EDEN is certain that the Love Your Body message will reach more New Zealanders than ever this year.”

On its third birthday, EDEN’s Love Your Body Campaign is rapidly growing in support and recognition nationwide. “New Zealanders agree that it’s unacceptable that 80 per cent of New Zealand women are dissatisfied with their bodies, and that up to one in five struggle with disordered eating,” says Burns.

“In a society which idealises thinness, EDEN’s Love Your Body Campaign is a rare opportunity to celebrate and appreciate our bodies as they are, and to acknowledge the beauty of all body shapes and sizes. Body satisfaction and appreciation are key ingredients for building positive body image and self esteem, which in turn help guard against the development of eating difficulties,” says Burns.

Every dollar raised from EDEN’s Love Your Body Campaign, through the sale of underwear and donations, will go towards the charity’s early-intervention and prevention services for disordered eating. EDEN (the Eating Difficulties Education Network) is the only specialist NGO provider offering these services in the North Island and (as the government allocates no funding to early intervention or prevention) it receives no public funding for this work. As well as providing information, services and resources to individuals and organisations, EDEN works at a wider social level to promote body trust and satisfaction and size diversity. The agency has been in operation since 1990.

For more information about EDEN’s Love Your Body Campaign go to www.eden.org.nz.

*Please refer to this campaign always as “EDEN’s Love Your Body Campaign”.

EDEN’s Love Your Body Campaign 2009

www.eden.org.nz

ENDS

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