Body Shop Research
The Body Shop Research Proposal
1. Background and Rationale
The Body Shop International PLC is a skin, hair and body beauty products retailer operating from its headquarters in Littlehampton, West Sussex. Founded in March 1976 in Brighton by Dame Anita Ruddick, the brand regards itself as an original, natural, ethical and environmentally aware beauty brand. The organization currently operates 2500 stores in over 60 markets worldwide. Through out the years the Body Shop has developed its brand identity based on five core values: Support Community Fair Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Out Planet.
The organization began its environmental quest in 1985 when it sponsored posters for Greenpeace. A year later, it launched an Environmental Projects Department with “Save the Whale” as its first major window campaign with Greenpeace. It then introduced its “Trade Not Aid” program to the public in 1987 to help “alleviate suffering and poverty around the world”. The program today is known as Community Fair Trade, which allows the Body Shop access to nature’s finest ingredients, and in return it offers the suppliers a stable long-term income.
In 1990 The Body Shop Foundation was established, a charity which funds human rights and environmental protection groups and in 1991 its first project, the Big Issue Paper for homeless people was launched. Following this, the New Academy of Business was introduced as an innovative management initiative, which addresses environmental and moral issues.
The organization continued to increase its environmental practices by switching to Ecotricity, which continuously provides them with energy from renewable sources. Also a number of their stores began operating utilizing green electricity. Today the Body Shop aims to reduce their impact on the environment through new light fixtures and store signs, which have been tailored to reduce energy usage.
The Body Shop
1. Background and Rationale
The Body Shop International PLC is a skin, hair and body beauty products retailer operating from its headquarters in Littlehampton, West Sussex. Founded in March 1976 in Brighton by Dame Anita Ruddick, the brand regards itself as an original, natural, ethical and environmentally aware beauty brand. The organization currently operates 2500 stores in over 60 markets worldwide. Through out the years the Body Shop has developed its brand identity based on five core values: Support Community Fair Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Out Planet.
The organization began its environmental quest in 1985 when it sponsored posters for Greenpeace. A year later, it launched an Environmental Projects Department with “Save the Whale” as its first major window campaign with Greenpeace. It then introduced its “Trade Not Aid” program to the public in 1987 to help “alleviate suffering and poverty around the world”. The program today is known as Community Fair Trade, which allows the Body Shop access to nature’s finest ingredients, and in return it offers the suppliers a stable long-term income.
In 1990 The Body Shop Foundation was established, a charity which funds human rights and environmental protection groups and in 1991 its first project, the Big Issue Paper for homeless people was launched. Following this, the New Academy of Business was introduced as an innovative management initiative, which addresses environmental and moral issues.
The organization continued to increase its environmental practices by switching to Ecotricity, which continuously provides them with energy from renewable sources. Also a number of their stores began operating utilizing green electricity. Today the Body Shop aims to reduce their impact on the environment through new light fixtures and store signs, which have been tailored to reduce energy usage.
The Body Shop