Green Marketing on The Body Shop International PLC
What is the mission of the company?
From the beginning (1976), this company developed their products based on natural ingredients which were quite different from other company’s chemical-based cosmetic products. The idea was creating and incorporating the natural ingredients that she had learned about in her world travels. It is interesting that the founder chose the cheapest packaging option which was urine sample bottles to save money to save money. She also offered refills if customers returned them. Like this history, the starting as having eco-friendly value in its products was unintentional, but from this background, their mission always has been “making earth-friendly personal care products” and “eco-friend brand” as well. The Body Shop strives to protect our beautiful planet and the people who depend on it, not because it's fashionable, but based on the belief that it's the only way to do business. Initially the founder, Dame Anita Roddick pioneered the simple idea that "businesses have the power to do good," leading to the birth of the original, ethical cosmetics company. This philosophy continues to drive everything they do and they refer this as "Nature's Way to Beautiful."
What is their rationale for supporting the environment?
They are showing environmental/social activism. The company combines activism with marketing, encouraging women to focus on self-esteem and social and environmental causes. To support this activism, they are executing three activities based on their five core values, which are the followings: • AAT(Against Animal Test) policy : The Body Shop is against animal testing on cosmetic products and ingredients. They do not test their products or ingredients on animals as they consider testing products or ingredients on animals to be morally and scientifically indefensible. Instead they support the use and development of alternative technologies. They also fund organizations...
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