The Body Shop case study

Docs en anglais | 11 pages | 28-05-2008 | Format : | Note : Non noté

PRIX : 9.00€ |

Résumé

The first Body Shop opened in 1976 in Brighton, United Kingdom. The concept was created by Anita and Gordon Roddick based on a shop in San Francisco which sold natural products and offered to their customers to use their own bottles. They brought the idea in Great Britain and develop it with about 25 natural handmade products. The Body Shop 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. The customers could bring back containers and fulfil them with a discount.

Avoiding traditional cosmetics marketing, the company promoted itself with offbeat brochures, exotic ingredients, and with a founder who made herself extremely accessible and popular with the press. Roddick involved herself a lot in social and environmental activism making it the centre of their company's marketing.

Due to the 'green' tendency The Body Shop knew a rapid growth from the south coast of England, and in the last 70's a chain of outlets appeared in south of England, and grew to over 2000 stores in 50 countries today with hundreds of products and ranges.

According to the chart presented on their website, The Body Shop has 5 important values which make their code of conduct: "Our five Core Values are at the heart of everything we do and come together to create everything we make." Those values are: Against animal testing, Community trade, Activate self esteem, Defend human rights, and Protect our planet.

The Body Shop has been criticized a lot recently, they are accused of not being as ethic and natural as what they say. Our hypothesis concerning this company is that they are not really following ethical business practices but that customers trust the company and consider it as ethic. To test this hypothesis, we will base our study on the five values of The Body Shop, making primary and secondary research for each.

Table of contents:

1. Background
2. Method
3. Results
4. Conclusion

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