The Body Shop draws large crowds for the launch of its revamped store at DLF Mall, Noida

The Body Shop turned its Noida store relaunch into an influencer-powered spectacle, roping in more than 100 creators across nano, micro, macro and mega tiers. The brand created heavy pre-launch chatter by announcing surprise hampers for the first 100 customers — a move that saw queues forming as early as 9 a.m. at DLF Mall of India.

Vox-pop style videos were also rolled out, with influencers engaging customers on questions like their favourite products, beauty hacks and sustainability practices such as reusing packaging.

According to the brand, influencer marketing has become a significant part of its overall strategy, with nearly 25-30% of its digital ad spend dedicated to it. 

Harmeet Singh, Chief Brand Officer, The Body Shop Asia South said, "Influencers and The Body Shop fans were genuinely excited about the store’s relaunch and eagerly anticipated the debut of the new Passionfruit range. Many of them queued up outside the store, waiting to be the first to experience the all new store look and grab their most loved beauty products. Their enthusiasm translated into engaging, authentic content that highlighted both the products and the in-store experience."

Influencers Lead the Experience

From documenting the new store’s open, interactive layout to showcasing the limited-edition Passionfruit Bath & Body collection, influencers amplified the launch across Instagram through reels and stories. Local community handles such as @noidabeyond and @noidasbest further spotlighted the footfall frenzy.

Masoom Garg (@thecrazychique, 47.4K followers), who has previously collaborated with The Body Shop, said: “This isn’t the first time I’ve partnered with the brand. On Raksha Bandhan too, the collaboration generated strong engagement. My content usually averages 400K+ views, and people are always curious about the places I visit and products I personally use. The reel strategy depends on the brand’s brief, but I like to add my own essence, whether through voiceovers, ASMR, or other creative elements.”

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Collab with Minus 30

The launch also featured a collaboration with artisanal ice cream label Minus 30, which served vegan and sugar-free passionfruit gelato to shoppers. Meanwhile, murals inspired by Noida’s cultural identity have been integrated into the store design, aligning with The Body Shop’s global positioning of purposeful beauty and community engagement.

Beauty, skincare creator Diksha Dixit (30.9K followers), added: “I loved the collaboration with Minus 30. Experiencing the new product line through smell and taste made it unique. For influencers, such campaigns are a win-win — I get 20–30K views by showcasing an in-store experience, while the brand gains awareness and recall.”

Another defining highlight of the store is its striking murals, inspired by the local culture of Noida, such as the Okhla Bird Sanctuary and Noida Metro Station.

Rahul Shanker, Group CEO, Quest Retail, said the overwhelming response from consumers reaffirms that the purpose-driven store concept resonates deeply with the community. “This store, with its community-focused design and immersive experiences, truly brings beauty and activism together. Our playful ice cream collaboration to launch is internationally successful,” he added.