Body Shop

Topics: Marketing, Anita Roddick, The Body Shop Pages: 3 (939 words) Published: October 11, 2005
If someone were to say the Body Shop International is a somewhat of a pioneer company, you wouldn't get many arguments. With over 1,900 stores in 50 countries since it began with founder Anita Roddick in 1976 it has became one of the more successful skin and body care retailers in the world. Known for its naturally inspired skin and hair care products, the Body Shop International is a company driven by human relationships and involves their stakeholders in many of its decisions. Further, The Body Shop was voted the 2nd most trusted brand in the UK in 1999 and was voted 27th most respected company by the Financial Times. Starting in 1976, Anita Roddick took one small shop of previously unheard of natural ingredients and expanded it through the 1980's eventually by 1985 going public. That year began the start of Anita Roddick's and her company's vision of becoming ecologically sustainable, meeting the needs of the present without compromising the future. The Body Shop has since fought against human right abuses, environmental protection and in the process has won the support of generations of consumers and its competitors in its industry. This activism is still very evident to this day and the blend of product, passion and partnership of those in the Body Shop will continue well into the future.

Body shop is one of the most success and famous cosmetic brand in the world. The brand loyalty of its consumers and indistinguishable mission of building a commitment of need of social and environmental change are its strengths. Anita Roddick has always felt "business should do more than make money, create decent jobs, or sell good products. Rather, business should help solve major social problems such homelessness, unemployment, and social alienation." However, Anita's vision of increasing shareholder value and solving social problems were not working. The Body Shop's stand on environmental issues was doing nothing for the financial aspects. Weak U.S. sales...
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