The Body Shop is promoting its “Be Seen. Be Heard” campaign for the second year—and will help register first-time voters in partnership with the national nonpartisan organization, HeadCount.

“Be Seen. Be Heard” is a joint campaign with the UN Secretary-General’s Envoy on Youth, which aims to increase young people’s participation in public life in more than 75 countries. Last year, the campaign launched along with the a set of body care products—the Flex Your Power Pack.

The Body Shop is encouraging consumers to register to vote in its stores and on its website—and support young people’s participation in democracy while advocating for fair and accessible elections for all voters. The Body Shop’s campaign landing page links to HeadCount, where users can regoster to vote, find their registration status, and learn about election laws in their state.  

Hilary Lloyd, vice president of marketing and corporate social responsibility for The Body Shop North America, says, “Young people have the courage and moral clarity to help build a better world, but our institutions are not doing enough to make sure they are seen and heard. We hope this campaign, and partnership with HeadCount, will inspire more youth to think about engaging with democracy as an ongoing practice, not just during major elections.”

Since 2021, at least 24 states in the US have passed laws that make it more difficult to vote and at least 32 states have introduced similarly restrictive bills. These laws have profound implications for voters, especially young and first-time voters, affecting access to polling stations, transportation, the voter registration process and voter ID laws, among other key determinants for election turnout.

The Body Shop’s ‘Changemakers’

The Body Shop’s ‘Changemakers’, shown above, are its brand ambassadors who are inspiring youth activists who will help spread the message of “Be Seen. Be Heard.” The beauty retailer is teaming up with Gen Z Girl Gang founder and reproductive rights activist Deja Foxx and Youth Climate Save Founder and animal rights advocate Genesis Butler.

Through livestreams, digital storytelling and live events, the ‘Changemakers’ will instill the importance of voting access to customers across the US and drive support for HeadCount’s civic engagement work.

Together, The Body Shop and HeadCount will host a number of voter registration events this year, including an activation in New York City on September 19, 2023 for National Voter Registration Day.

Since the Body Shop first debuted “Be Seen. Be Heard,” the campaign has helped lower the voting age from 21 to 18 in Malaysia and encouraged the UK’s House of Lords to amend two clauses in its Public Order Bill to better protect the right to protest.