ABOUT BODY SHOP

The Body Shop International plc, known as The Body Shop, has 2,400 stores in 61 countries, and is the
second largest cosmetic franchise in the world

The Body Shop was founded by the late Dame Anita Roddick and is now part of the L'Oréal corporate
group

The brand also supports anti Animal Testing laws and Community Trade

The Body Shop At Home, the direct-selling arm, is launched in the UK in 1994, Canada in 1995, Australia
in 1997, and USA in 2001.

The Body Shop launched in India on June 6, 2006 at the Inorbit Mall in Malad, Mumbai. In 2006 itself
The Body Shop (India) launched 8 stores in various parts of the country

Subsidiaries/Affiliates:-

Body Shop International has operations across 52 countries through its affiliates and subsidiaries.

Company Background 

The Body Shop was founded in 1976 in Brighton (UK) by Anita Roddick  Has now more than 2500
stores in over 60 countries  The Business Concept revolutionized the cosmetics industry ( until 1990
annual growth rates of 50 %)  The image of “Glamour and Beauty” was changed  Use of natural
“exotic” products to cleanse andThe Body Shop polish the skin & hair  New movement by refusing
animal testing and being environmentally friendly 06.03.2012 Business & Society: Alexander Dietrich,
Inna Zakharova, Thomas Ruschke, Corinna Ziegler 1
Source : www.thebodyshop.in

WHY BODY SHOP

This brand has always supported personal care with utmost respect. Priority for the brand has been
healthy skin and body as opposed to beauty like other brands The brand has always stood for a lot of
causes and has not hesitated to voice an opinion WHAT TO EXPECT FROM THIS CASE STUDY A re launch
for India keeping in mind the host of print ads that the brand has released in other countries Adapting
their international ads to Indian ideas

CORE VALUES

Against animal testing

Supporting community trade

Activating self esteem

Defending human rights

Protecting our planet

Ethical Issues  “ The business of business should not just be about money it should be about
responsibility. It should be about public good, not private greed.” Anita Roddick  Against Animal Testing
 Used to be a big issue in the cosmetic industry  They have never tested their products on animals 
All their suppliers had to sign a statementThe Body Shop guaranteeing that they had not done AT for the
previous five years  The EU banned animal testing for finished cosmetic products in 2004, and for
ingredients in 2009

Ethical Issues  Support Community Trade  Ethical trade: Income, Community, Predictability  Make
sure that suppliers sign up in their code of conduct  Over 250 000 people profit from their community
trade program  Activate Self EsteemThe Body Shop  Beauty is about well being & self esteem 
Everyone should feel good about themselves

Ethical Issues  Defend Human Rights

 Worked with the UN to create awareness of violence against children  HIV/ AIDS-Campaign 
fight against human trafficking  Protect Our Planet  Reduce their emissions & wasteThe Body
Shop  Use of renewable sources  sustainable business ethic

Products “We believe there is only one way to be beautiful, natures way”  Their differentiation
strategy goes back to the core values of the company  Use of natural ingredients from all over the
worldThe Body Shop  Good image of the company considering ethical & social issues  support
sustainable economy

Core Values “Simply stated, beauty means vitality, imagination, energy – personality traits that
have more to do with an individual’s character than his or her age or some idealised arrangement of
physical features. Anita RoddickThe Body Shop Against Support Activate Defend Protect our Animal
Community Human Planet Testing Trade Self-Esteem Rights

Environmental issues Environmental issue is one of the core values of the company Historical
reasons:  1960s Annie Roddick  United Nations researcher  Field expeditions  Use of logically
grown plants and extrasThe Body Shop ( e.g. rice grains, jojoba, banana) Business concept is
based on using natural recourses and being in harmony with environment