The Body Shop Research Paper

Topics: Anita Roddick, The Body Shop, L'Oréal Pages: 3 (907 words) Published: April 24, 2013
The Body Shop
Jamie Drozdz
Jennifer Smith-Izzo
The Art Institute of Phoenix

The Body Shop was first introduced in the 1970's by Anita Roddick. It all started when Anita walked into a shop located in Berkeley, California by the name of The Body Shop and there they sold naturally scented soaps and lotions. This inspired Anita to open her own shop in the UK. She purchased the original naming rights then launched her first shop on March 26th 1976 in Brighton, England. The business had a 50% annual expanding rate. By 1982 new shops were opening two every one month. They launched there first sponsor poster in 1985 for Greenpeace. The first major window campaign for The Body Shop is "Save the Whale" with Greenpeace. They launched their first shop in the USA in 1989. One year later there is 2,500 applications for a franchise and they are trading with 39 different countries just fourteen years after opening their first shop. In 1990 the company established their charity, The Body Shop Foundation, which funds human rights and environmental protection groups. The Body Shop At Home, direct mailing catalog, launches in from 1994 - 2001 in numerous countries and is now in 48 states in the USA and is said to grow even more. The Body Shop in the UK uses Ecotricity, which provides them with energy from renewable sources. They have also converted to green electricity at other stores. In 1996 four million signatures were sent over to the European Commission to petition to stop animal testing. By November 1998, the campaign succeeds and bans animal testing of cosmetic products and ingredients. In 1995 and 1997 they were ranked highest in their review of International Corporate Environmental Reports. The Body Shop has had a lot of success with campaigns, a few more would be 'Make Your Mark' for human rights, renewable energy with Greenpeace, The Stop Violence In The Home campaign, protecting tropical rain forests and improve the human rights of workers...
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