The Body Shop has launched its new limited-edition Passionfruit collection in India with a unique experiential campaign in collaboration with Minus 30, a New Delhi-based artisanal ice cream brand.
To mark the launch, select The Body Shop stores offered customers an exclusive Passionfruit-flavoured gelato created by Minus 30. The one-time activity turned retail spaces into immersive zones, engaging consumers through fragrance, touch, and taste.
Harmeet Singh, Chief Brand Officer, The Body Shop Asia South said, “Consumers today are drawn to experiences that surprise and delight, not just transactions. With the Passionfruit collection, we wanted to go beyond beauty and create a moment of indulgence that captured the tropical joy of the range.”
Gayatri Rattha and Shivanie Mirchandani, Co-founders, Minus 30 added, “Our collaboration with The Body Shop was a celebration of everything both brands stand for – freshness, creativity, and conscious choices. We were excited to craft a Passionfruit gelato exclusively for this launch, bringing the fragrance of the new collection to life through taste.”
The Passionfruit range features four products — Shower Gel, Body Scrub, Body Yoghurt and Body Mist — made with nature-inspired ingredients and a bold tropical fragrance.
The launch reflects The Body Shop’s broader strategy in India to move beyond traditional beauty marketing by creating sensorial, experiential campaigns that strengthen emotional connections with consumers.
The Passionfruit collection is available across The Body Shop stores and online in India. Minus 30’s limited-edition Passionfruit Gelato is also available at www.minus30.co.
