When Anita Roddick started The Body Shop from her small kitchen in Brighton, UK, she could not have imagined that her company would grow to become an empire founded on its pioneering model of sustainable business. The Body Shop was an innovator that foresaw consumer behaviour changes in favor of ethical products well before the rest of the world and understood that its customers could also be activists by choosing products that were fairly sourced.
Roddick died in 2007, not much longer after The Body Shop was snapped up by L'Oreal in 2006, a move that was criticized by those who saw it as a sell-out. However, the core business remained loyal to its original ethos, which is based on socially responsible measures such as recycling, fair trade and being against animal testing. As to the latter, The Body Shop remains as active as ever, having recently supported the launch of the Cruelty Free International campaign.
The first major campaign of this initiative was rolled out last week and will continue for months at The Body Shop stores in 65 countries across the world. It is the largest and most comprehensive campaign to seek a global ban on the use of animals to test cosmetics. Customers in countries including the USA, Australia, Mexico and Saudi Arabia will be able to sign a pledge in-store. The campaign could reach an impressive number of people, as 275 million customers walk through the door of The Body Shop stores every year. Besides, Cruelty Free International will also be linking to The Body Shop websites, which hosts millions of customers annually.
Antonio Pasolini is a Corporate Social Responsibility writer for Justmeans, Antonio Pasolini is a journalist based in Brazil who writes about alternative energy, green living and sustainability. He also edits Energyrefuge.com, a top web destination for news and comment on renewable energy and Elpis.org, a recycled paper bag/magazine distributed from health food stores in London, formerly his hometown for over a decade. He is also a happy herbivore.
Add a Comment