The Body Shop
Essay by Bart Van Der Velden • December 9, 2018 • Case Study • 451 Words (2 Pages) • 659 Views
1. Before reading the case, what did you think/know of The Body Shop?
Honestly, I did not know anything about The Body Shop or their social practices.
2. What are The Body Shop’s key brand identity characteristics? How are they related to the company’s CSR core values?
Profits with a principle: The Body Shop (TBS) operated under critical guidelines set by Roddick of what she called the environmental insensitivity of the industry. She called for change in standard corporate practices, setting the standard with the TBS applying the following standards and philosophies throughout her stores and supply chain:
- Opposition to animal testing
- Developing community trade
- Building self-esteem
- Campaigning for human rights
- Protection of the planet
3. Some argue that all or most of these characteristics, values and behaviors are part of a greenwashing strategy for The Body Shop. Can you identify evidence/indications for such a reality?
In 2002, TBS started repositioning itself to the masstige sector of the consumer market. Although this strategy did bear fruit, I believe this is a first indication the TBS is looking to increase profits by selling to “mass-consumers” versus targeting “the socially responsible consumer”, in order to increase profits while reducing social impact practices.
4. In your view, what is the goal of getting into the L’Oréal-The Body Shop partnership: from L’Oréal’s perspective and from The Body Shop’s perspective.
From L’Oréal: I agree with the analysts referred to in the article; this was an attempt by L’Oréal to buy CSR, while at the same time join forces with an up-and-coming competitor. By indication of the reading it doesn’t seem that the company shares any of the TBS principles and therefore I think this acquisition was primarily for financial and market share gains, secondly to ‘buy’ a CSR label and lastly to learn and adopt CSR practices from a pioneer in modern CSR.
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