Body Shop, The

The Body Shop (TBS) is a values-driven, high-quality skin and body care producer and retailer launched in 1976 in Brighton, on the south coast of England. Anita Roddick, the founder of the company and a self-proclaimed feminist, initially sold twenty-four naturally based skin and hair care products with minimal packaging. Just three decades later, the company has become a globally recognized brand: it now sells over 600 products and 400 accessories, has more than 2,000 outlets in more than 50 countries, and has a multimillion dollar turnover.

Despite its phenomenal growth and emergence as a new global organizational asset (following its acquisition by L'Oréal), TBS is still trading on its original association with “natural products,” with advertising mainly organized by its franchised outlets as opposed to ...