For the past five years, The Body Shop Malaysia has been running their “Be More Than Beautiful” campaign to celebrate International Women’s Day. And this year, the British brand has collaborated with Pertubuhan Pembangunan Kendiri Wanita dan Gadis(WOMEN:girls), which is a cause driven, not-for-profit (NPO) organization that was founded to help women realise their potential as role models and to develop children to become agents of change.
Every year, in conjunction with International Women’s Day, WOMEN:girls organise role model conferences to have inspiring role models engage and share their stories with inspiring agents of change and dream captains. To that, The Body Shop “Role Model Invasion” took place at two schools, Sekolah Menengah Sains Seri Puteri Kuala Lumpur and Sekolah Menengah Kebangsaan Puteri Titiwangsa with 111 and 123 participants respectively. Role Models were volunteers from The Body Shop and Women:girls, each of them coming with their individual experiences from different walks of life to inspire the young girls.
Each Role Model was assigned a group of 6 to 7 girls, allowing for a closer interaction and creating a stronger bond. They got to share their thoughts about what does it mean to be more than beautiful, their daily life and challenges, their dreams and hopes.
Based on each Role Model’s individuality, they would share their knowledge and skills, be it from advising ways to handle school stress to making bead bracelet or even to learning a few chords on a guitar; you wouldn’t know what hidden talent each young girl has and they too can inspire their peers. Our aim is to inspire the young and make them realize that being beautiful is not just about the appearance or popular selfies, but it starts with inner beauty: personality, feelings, and traits of character make a person beautiful.
“The younger generation is our future. They are smarter these days and with the latest technology, information can be easily obtained. With the knowledge and skills that they can learn, we must encourage them to shine and not to be afraid of being judged by others. We always believed that being who you are and shining through, that is being beautiful.” shares Datin Mina Cheah-Foong, the Managing Director of The Body Shop Malaysia and the brainchild behind this campaign.
Every International Women’s Day, The Body Shop urge every individual to #BeMoreThanBeautiful and encourage others to step out of their shell. We want everyone to help expand the definition of beauty, debunk the myths and create new metrics when talking about what it takes to be beautiful.