THE WHAT? The Body Shop has launched an extension of its global Be Seen, Be Heard campaign designed to encourage young people in the US to register to vote in this year’s mid-term elections.

THE DETAILS Visitors to the Natura &Co-owned brand’s stores and websites will be able to learn about the importance of voting in the November ballot, check their current registration status and register to vote via the brand’s virtual voting hub.

The ethical cosmetics brand is also launching a Flex Your Power Pack comprising body and skin care products to encourage young activists to practise self care. For every pack sold, The Body Shop will donate US$1 up to US$25,000 to Generation Citizen, a national non partisan organization that equips and inspires young people to exercise their civic power.

THE WHY? Hilary Lloyd, Vice President of Marketing and Corporate Responsibility for The Body Shop North America, explains, “The Body Shop believes that youth need a seat at the table where important decisions are being made, especially rulings that directly affect them. Over the last few years, we have been deeply inspired by how young people have flexed their political voice through direct protesting, lobbying their representatives and advocating for causes online. Now, we’re proud to help amplify their voices at the ballot box.”