The Body Shop Partners With Diana Penty For Edelweiss Skin Care Range In India

EE News Desk Aug 05, 2024

In a new campaign, Penty shares the Edelweiss morning routine for skin that looks stronger, smoother, plumper, fresher and bouncier

The Body Shop has collaborated with Diana Penty for its Edelweiss skincare range, which brings the strength of the natural world to one’s skin. Edelweiss flowers thrive in the harsh conditions of the Swiss Alps, thanks to their natural antioxidant, leontopodic acid, which helps them to protect and repair themselves. In fact, edelweiss extract has 43 per cent more antioxidant power than retinol2. Much like the flower’s power in nature, the Edelweiss skincare range leaves skin looking and feeling stronger, smoother, plumper, fresher and bouncier1

In this new digital film, Penty presents the simple, yet effective Edelweiss-based morning skincare routine.

Harmeet Singh, Chief Brand of Marketing, Product, & Digital, The Body Shop Asia South commented, “The Body Shop’s edelweiss extract is harvested by a team of passionate experts in the Swiss Alps. These specialist growers responsibly source, manage and organically cultivate the edelweiss flowers, ensuring the highest quality extract is concentrated within the formulation. We are delighted to collaborate with Diana Penty to highlight this fantastic ingredient, the beauty industry’s best-kept secret, with 43 per cent more antioxidant power than retinol2!”

Penty, said “Caring for my skin is an essential part of my daily routine. The Body Shop’s most-loved Edelweiss Skincare range not only helps to protect my skin from pollution but also helps it look and feel stronger and smoother. This collection combines vegan ingredients with effective results, offering a perfect mix of self-care and ethical beauty.”