An international public limited company, the body shop was founded in 1976 by Anita Roddick. The company’s unique selling point is its green and sustainable production. The no animal testing is a corporate social responsibility adapted by the company.
This allows the company to act in a morally and socially responsible manner. The business also takes part in community fair trade, where an even portion of the income is given to the third world producers. Also by funding charities such as Children on The edge, Women Kind and WWF, the body shop grows its good will.
Although maintaining such standards is a high cost to the company in short run but in long run it turns out to be beneficial as customers start respecting the companies ethical views hence give preference over the competitors. Currently the organization has expanded into 61 countries with more than 2,400 stores. The unique selling point of the company gave it such a boost that the stocks of the company were called the gravity defying stocks as their prices rocketed to more than 500% their original value.
Information Source: http://www.thebodyshop-usa.com/values/AgainstAnimalTesting.aspx
Image Source: http://static.guim.co.uk/sys-images/Guardian/Pix/pixies/2009/9/12/1252782766672/The-Body-Shop-001.jpg
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