bodyshop final presentation

8/6/2019 Bodyshop Final Presentation

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By:Ramanpreet KaurRohit KaliaShreyasi Dutta

Simranjeet Kaur


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In 1970 Anita and Gordon Roddick were inspired toset up a beauty products store after seeing The BodyShop at Berkeley, California.

In march 1976, the Roddicks set up their first BodyShop store at Brighton , UK.

A case was filed against Anita for using the same

name but she fought back.

From its inception body shop was associated withsocial activism- local charity, it printed leaflets ,posters and t-shirts with social messages.


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Body shop had an unique packaging mechanism.

The core brand identity of body shop was profitswith a principle.

While body shop opened its second store within 6months from opening its first store after taking aloan of 4000 pounds, it was growing by 50% anually

during the late 70s.


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In April 1984, Body Shop opened for the first time atLondons security market.

In 1986 Body Shop tied up with Green Peace forSave the Whales campaign. Following this they tied

up with Friends Of The Earth in 1990.

During the 80s and 90s Body Shop was beingaccused of hypocrisy.

Problem burgeoned when numerous me tooretailers mushroomed in UK. In U.S. it faced toughcompetition from Bath and Bodyworks and overall itsnew products failed to take off.


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The company continued growing in size even asits market value dipped.

In 98 Roddick was replaced by Gournay as her

radicalism harmed the company.


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in 1999 Gournay initiated a restructuring exercise.In 2001, the operating profits had decreased to $ 18.2bn.

In 2002, anita and Gordon stepped down as co-chairmen and were replaced by Bellamy and alsorepositioned itself to masstige segment.

In 2003, its pre taxed profits increased.

In 2006, it agreed to be taken over by LOreal in a $652 mn deal.


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During 1980s and 1990s critics accused it ofhypocrisy.

Shareholders complained on diversion ofmoney into social work projects.

In early 1990s problems faced for it as manyme too retails mushroomed in UK.

Contradicting takeover of LOreal.


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One of the first firms in the world to publisha proper report in its CSR

In 1991- drafted the EU Eco-Management andAudit regulation (EMAS).

green book and value report

The UNEP ranked both the reports highly in

international benchmarking survey ofcorporate environmental reports


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1. AGAINST ANIMAL TESTING considered animal testing unethical

It campaigned against it in UK, Europe, Japan,

Netherlands and Germany Finally, in 1998 the UK government banned animal

testing.

Cared about the interests of both vegetarians and

animals In 2005, it was awarded the first for Achieving

Higher Standards of Animal Welfare


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2. SUPPORT COMMUNITY TRADE Sourced products from marginalized communities

for a fair price in a sustainable way. For eg. Itsourced marula oil from Namibia, bananas fromCaribbean etc.

Model for others to follow


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3. IMPROVE SELF-ESTEEM Marketed products honestly

Focused on products that provide well-being andcomfort

Provided good work-culture and motivatedemployees by maintaining equal opportunity

standards. Promoted self-esteem as one of its values. It

challenged unrealistic beauty ideal presented bythe beauty industry


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It showed respect to women:

launched womens right campaign in 1995 Launched a campaign based on Ruby, a realistic

doll which represented real women as opposed tothe dolls such as Barbie

Supported a debate on self-esteem

It published and distributed globally the bodyand self-esteem and generated on the subject

In 2003, it launched a global campaign againstdomestic violencestop violence at home


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4. Defend human rights

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n 1998, Body Shop ran a Thumbs up forreconciliation campaign between black andwhite Australians

In 2000, launched its Human Rights Awards

It also benchmarked its employeemanagement policies against internationalstandards


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Founding member of Ethical TradeInitiatives (ETI) and strove to ensure that its

suppliers complied with the ethical tradestandards.

Suppliers were screened by a buying teamwho were given ethical targets on an annual

basis. The company worked with the stakeholders

at various levels to share best practices andinfluence national and international policy onethical trade issues.


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5. PROTECT THE PLANET The company aimed to be a sustainable business

and considered protection of the planet as a keyresponsibility

Launched a campaign in 1986 for the protection ofplanets

In 1992, it developed its first internationalenvironmental policy

It supported environmental materials andtechnology

Encouraged recycled materials and minimal

packing It avoided PVC

Supported forest stewardship council certificationscheme


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6. OTHER INITIATIVES Regular donation to charitable organizations

The BSF charitable Trust-animal welfare, humanrights issues

Huge donations to the trusts

Sold bracelets in US and Canada to raise $3,00,000

to support HIV/AIDS victims Donated $2,00,000 towards Tsunami

Raised voices for violence against children


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Body Shop and its founders were calledhypocrites

Contribution to charity of less than 1.5% of

the profit

Ex-employees claim of fabricated products

Used products animal tested by other

companies CTP accounted for only 1% of Body Shops

sales


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Exploitative wages

Aggressive attitude towards critics

Anti-city attitude, but still raised funds bybeing listed at stock exchange

2001-2002 major focus on improving financial

position Roddicks initial criticism for LOreal

Nestles share in LOreal

LOreal buying CSR


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Protests by animal activists

Return of loyalty cards

Lilly lapin bunny mascot

Some customers felt betrayed

Ethiscore came down from 11/20 to 2.5/20


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Ring-fenced values

Combining of Body Shops values withLOreals visionary leadership

Roddick felt that Body Shop was sold outwhen it was listed


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Over-played CSR

Too aggressive with the critics

Retention of old management


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Thank You

bodyshop final presentation

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