'Enrich Not Exploit': Can New CSR Strategy Help Body Shop Regain Glory?
| Case Code: BECG148 Case Length: 21 Pages Period: 2006-2017 Pub Date: 2017 Teaching Note: Available |
Price: Rs.500 Organization: The Body Shop International Plc. Industry: Cosmetics Countries: UK, Europe, US, Global Themes: Corporate Sustainability, Corporate Social Responsibility |
Abstract Case Intro 1 Case Intro 2 Excerpts
The Body Shop(1976-2006)
In March 1976, Anita Roddick and her husband Gordon set up their first Body Shop store at Brighton, UK. The store sold around 15 lines of homemade cosmetics made with natural ingredients such as jojoba oil, rhassoul mud, etc. From its very early days, Body Shop was associated with the social activism of Roddick, who was critical of what she called the environmental insensitivity of industry and wanted a change in standard corporate practices. By the late 1970s, the company had a number of franchisee stores throughout the UK.
Roddick gave the company's products brand names such as, 'Tea Tree Oil Facial Wash', 'Mango Dry Mist', etc. Urine sample bottles, the cheapest packaging available at the time, were used as containers. All labels were hand-written. Unlike other branded cosmetics, the packaging of its products contained detailed descriptions of the ingredients and their properties.
The company never 'sale' priced its products but customers who returned product containers for refilling were offered a 15% discount. In addition to providing product information, a number of leaflets and posters on recycled paper provided information about the social causes the company believed in and encouraged its customers to get involved. Customers were greeted with employees wearing T-shirts bearing a social message. The windows of Body Shop stores featured bills of local charity and community events....
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