"Ruby
is the visual image of challenging stereotypes
associated with the beauty industry,"
Martin says. "A lot of companies are promoting
an ideal beauty that is unrealistic for
most people."
photo:
The
Body Shop |
|
Ruby
challenges the stereotyees associated
with the beauty industry.
|
The
British-based Body Shop feels that a
business has more to offer to its customers
than simply products, Martin says. The
company believes that, with stores in
47 countries, it has a presence that
it can use to promote social change.
Thus,
the Ruby campaign.
But
Ruby serves as only one example of the
Body Shop's attack on stereotypes.
The
company recently helped sponsor the
sixth annual campaign protesting violence
against women in Canada. The company
also runs ads that it hopes will "make
people feel better with where they are
and who they are," Martin says.
|
