The Body Shop Launches a New 'Ayurveda' Retail Line Based On an Ancient Indian Holistic Healthcare System

Business Wire, Feb 23, 2000

Business Editors

NEW YORK--(BUSINESS WIRE)--Feb. 23, 2000

The Body Shop today announced a new product line for U.S. stores based on Ayurveda, an ancient Indian holistic healthcare system that evolved 2500 years ago.

Ayurveda is a Sanskrit word meaning 'science,' 'wisdom,' or 'knowledge of life'. It is the world's oldest holistic healing system, which originated in the Himalayan region of India and is believed to have been divinely inspired. Today, it is the principal source of traditional medicine in India, Nepal and Sri Lanka.

The Body Shop is the first major retailer to offer a ready blended Ayurveda line. The line includes Massage Gel, Body Scrub, Body Balm, Body Oil Spray, Pillow Spray, Herbal/Dietary Supplements and Renewal Brew.

Ayurveda assumes that all health and disease relates to the whole person and that health is a harmony of three forces, or "doshas," known as Vata, Pitta and Kapha. Every individual has a unique mix of doshas with one being more dominant. When these doshas are out of balance it can cause physical, emotional or mental disease. The Body Shop's Ayurveda products attempt to re-balance an individual's dosha and bring harmony to mind, body and spirit. Each of the product formulations is available for all three dosha types and are created using authentic Ayurvedic herbal blends and high quality essential oils.

Traditional Ayurvedic theory and practices reflect the core values of The Body Shop. It uses natural ingredients to promote wellbeing and beauty from within and introduces people to the Ayurvedic rituals of body care through an authentically sourced indulgent spa ritual. Ayurveda's holistic values make it particularly relevant in an age where people are increasingly taking personal responsibility for their overall general health. Its eastern values are now being discovered by those in the west, who increasingly recognize the limitations of standard medicine. People are embracing alternative and complementary therapies including celebrities such as Madonna, Demi Moore, Goldie Hawn and Cindy Crawford.

"Though ancient, Ayurveda is not some fossilized folklore," said Anita Roddick, founder and co-chair. Its relevance for modern times rests on its herbal pharmacopoeia and its common sense approach to self-care. Over thousands of years its therapeutic philosophy engenders the notion that beauty emerges when the whole body, mind and spirit are in balance."

"The Body Shop has always been inspired by traditional bodycare rituals," explained Carroll Dunham, an internationally recognized Ayurveda expert and author of a book on Ayurvedic herbs. "While it is always best to make your own bodycare products, for most of us, this is simply unfeasible. The Body Shop's Ayurveda line is based on authentic Ayurvedic principles and we adapted these ancient rituals of bodycare to fit our busy modern lifestyles."

Ayurveda products will be available at all The Body Shop locations nationwide in mid-March. For store information, or to order by mail, call 1-800-BODYSHOP, or visit the interactive Ayurveda page at www.the-body-shop.com from March.

The Body Shop Community Trade program is a special trading program that is the result of The Body Shop's commitment to support long-term trading relationships with communities in need. The Goal of the Community Trade program is to help create livelihoods, and to explore a trade-based approach to supporting sustainable development by sourcing ingredients and accessories directly from socially and economically marginalized producer communities.

Note to Editors: The Body Shop has over 1,700 branches in 49 markets worldwide including 280 U.S. locations. The company is not simply a global retailer of toiletries and cosmetics. We are committed to environmental protection and respect for human rights; we develop trading relationships with communities in need; we are against animal testing in the cosmetics industry; and we encourage education, awareness and involvement among our staff and customers.