The Body Shop
is a chain of cosmetics stores founded by Anita Roddick, noted for selling it's own line of products not tested on animals, and produced in an ecologically sustainable manner.
In 1970, Anita Roddick and Gordon Roddick (who would later marry) visited the San Francisco Bay Area, and encountered a store on Telegraph Avenue in Berkeley, California selling shampoos, lotions, and body creams. The store, founded by two local entrepreneurs, publicized environmental concerns, and offered customers discounts for bringing in their own bottles instead of using new ones from the store. The original "Body Shop" business continues in the Bay Area under the name "Body Time", a name they adopted after they sold Roddick the US rights to the "Body Shop" name in the early 1980s.
The Roddicks' first Body Shop opened on 27 March, 1976 in Brighton, United Kingdom. Like the San Francisco store, it offered homemade skin care and moisturizing lotions advertised to be made with natural ingredients. Products featured exotic ingredients such as jojoba oil and rhassoul mud from local herbalists and had simple, descriptive names such as Tea Tree Oil Facial Wash and Mango Dry Mist. In contrast to high street retailers, the packaging included details about ingredients and their properties. Customers could return to the store to refill product containers for a 15 percent discount.
Products were priced more expensively than mass-merchandised cosmetics, but more economically than exclusive brand names, and were never sale priced. Eschewing traditional cosmetics marketing, the company promoted itself with offbeat brochures (which sometimes were quite similar to those distributed by the Bay Area Body Shop), exotic ingredients, and a founder who made herself extremely accessible and popular with the press, and who made social and environmental activism the centerpiece of her company' marketing.
These were revolutionary ideas in the industry, and inspired a loyal clientele. By the end of the 1970s a chain of outlets had sprung up throughout the UK, and Anita Roddick hired a public relations firm to manage the ever-growing press attention.
The Body Shop experienced rapid growth, expanding at a rate of 50 percent annually. Its stock was floated on London's Unlisted Securities Market in April 1984, opening at 95 pence. In January 1986, when it obtained a full listing on the London Stock Exchange, the stock was selling at 820 pence. By 1991 the company's market value stood at £350 million ($591 million).
After a volatile period of ups and downs, its 2004 market value would end up about the same as in 1991 (£334 million as of September 2004).
Social activism
From the start, The Body Shop reflected the activism of its founder Roddick, through billets posted on shop windows to sponsorship of local charity and community events. Roddick criticized what she considered the environmental insensitivity of the industry, and aimed to change standard corporate practices.
In 1986 The Body Shop formed an alliance with Greenpeace, campaigning to "Save the Whales", despite some concerns among franchisees that the head office was becoming too political. By 1990 Roddick had switched allegiances to Friends of the Earth, following disagreements with Greenpeace.
Critics of The Body Shop in the 1980s and 1990s called the organisation hypocritical in its global pursuit of profit whilst espousing "social equality". It is said that some shareholders complained the company wasn't maximizing profits, instead funneling money into social works projects overseas. However, in 1994 Jon Entine reported that England's Charity Commission records show no charitable contributions from the company in its first 11 years of operation, and less than 1.5 % of pretax profits (which is the US corporate average) in subsequent years (up until fiscal year 1993, the latest year reported at the time).
Trade not aid
By 1991, The Body Shop's "Trade Not Aid" initiative with the objective of "creating trade to help people in the Third World utilise their resources to meet their own needs" had started a paper factory in Nepal employing 37 people producing bags, notebooks and scented drawer liners. Another initiative was a 33,000 square foot (3,000 m²) soap factory in the depressed Glasgow suburb of Easterhouse, whose payroll included 100 residents, some previously chronically unemployed.
Sometimes considered anti-capitalist or against globalization, The Body Shop philosophy is in fact in favor of global marketplaces. The chain uses its influence and profits for programmes such as Trade Not Aid, aimed at enacting fair labour practices, safe working environments and pay equality.
In 2004, there are 1,980 stores serving over 77 million customers, in 50 different markets in 25 different languages.