Its first-ever global brand ambassador besides coming up with a spate of new and repackaged products.
24-year old Cole has previously been the cover face of 'Vogue', 'Elle' and 'Playboy' magazines and associated with brands like Prada, Jean Paul Gaultier and other fashion biggies.
Hailing 2012 as a year of achievements for the company, the announcement was made as part of the campaign 'Beauty with Heart' which emphasises on "a beauty experience that is more than skin-deep."
Varun Sharma, General Manager of The Body Shop India, says association with Cole is a reflection of the values that the brand associates itself with.
"Lily Cole is a terrific star, a teenage sensation. She started off her career barely at the age of 15. She talks about values and truly represents beauty with heart", says Sharma.
The Indian face of the company actor Dia Mirza was also roped in for being "value-driven and is very much on board at present", he says.
Shriti Malhotra, COO, The Body Shop India said that the new beauty movement aimed at giving brand expression and new direction to the company.
"For, the last 30-35 years of (the compnay's) existence, it has been about the product. However, now we are trying to put everything together -- the consumer, the brand, the product and take it along", she said.
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