The Body Shop
|Jenis||Perusahaan terbatas terbuka|
|Didirikan||26 Maret 1976|
|Pendiri||Dame Anita Roddick|
|Kantor pusat||Brighton, Inggris, Kerajaan Inggris|
The Body Shop International plc, atau lebih dikenal dengan The Body Shop, memiliki sekitar 2,400 toko di 61 negara. Menurut O Boticario, sebuah perusahaan dari Brazil, The Body Shop adalah perusahaan franchise kosmetika kedua terbesar di dunia. Perusahaan ini, yang berpusat di Littlehampton, Sussex Barat, Inggris, didirikan oleh Dame Anita Roddick dan terkenal oleh produk-produknya yang menggunakan zat herbal mulai dari Body Butter, Peppermint Foot Lotion, dan Hemp. The Body Shop juga menekankan dukungannya terhadap berbagai macam isu yang beredar di seluruh dunia. Slogan-slogan mereka antara lain adalah: Against Animal Testing (Lawan Uji Coba terhadap Hewan), Support Community Trade, Activate Self Esteem, Defend Human Rights (Tegakkan HAM), dan Protect Our Planet (Proteksikan Planet Kita). Pada September 2007, Roddick meninggal mendadak akibat aneurisme otak.
Anita Roddick memulai The Body Shop® pada tanggal 26 Maret 1976 semata – mata untuk menciptakan mata pencaharian untuk dirinya dan kedua putrinya, disaat Gordon melakukan perjalanan keliling Amerika. Ia sama sekali tidak terlatih dan tidak punya pengalaman dan trik bisnis yang ia miliki hanyalah nasihat dari Gordon untuk melakukan penjualan sebanyak £300 selama seminggu. Anita melihat kewiraswastaan sebagai suatu kelangsungan hidup, dan percaya bahwa hal tersebut memelihara pikiran kreatif. Menjalankan tokonya yang pertama telah mengajarkan bahwa bisnis bukanlah tentang ilmu finansial tapi juga tentang perdagangan: membeli dan menjual dan tentang menciptakan sebuah produk atau layanan yang bagus sehingga orang – orang mau membayar untuk mendapatkannya. Sebagai wasiat dari keyakinan bisnis yang beliau miliki, selama lebih dari 30 tahun The Body Shop® saat ini adalah bisnis multi lokal dengan lebih dari 2,200 toko di 55 pasaran yang berbeda. Dan dia selalu mengklaim bahwa dia tidak tahu bagaimana caranya dia bisa sampai ke tahap tersebut.
[sunting] Kesuksesan awal
The Body Shop mengalami perkembangan pesat, berkembang 50 persen per tahunnya. Sahamnya beredar di Unlisted Securities Market London, dengan dibuka pada posisi 95 penny. Pada Januari 1986, ketika telah terdaftar di London Stock Exchange, saham beredar dengan harga 820 penny. Dan pada tahun 1991,nilai perusahaan mencapai £350 juta.
Selain itu, ada banyak pula penghargaan yang dicapai The Body Shop, termasuk penghargaan terhadap aksi The Body Shop yang vokal melawan uji coba terhadap hewan di Inggris.
Di tahun 1996 The Body Shop meluncurkan jalur belanja baru. The Body Shop at Home. Lebih dari 2000 konsultan bekerja dengan jalur belanja ini di Inggris. Pelanggan dapat memesan seorang konsultan tanpa biaya untuk mengunjungi rumah mereka guna mendemonstrasikan berbagai produk The Body Shop.
Pada Maret 2006, The Body Shop menyetujui pengambilalihan senilai £652.3 juta oleh L’Oréal. Dilaporkan pula bahwa Anita dan Gordon Roddick, si pendiri The Body Shop 30 tahun yang lalu, sukses memperoleh £130 juta dari penjualan.
Sempat tersebar sebuah kontroversi besar yang meng-klaim bahwa L’Oréal melakukan uji-coba pada hewan, yang jelas bertentangan dengan slogan The Body Shop: “Against Animal Testing”. L’Oréal sendiri menyebutkan bahwa perusahaan tersebut belum pernah melakukan uji-coba pada hewan sejak 1989. Kemudian terjadi boikot besar-besaran di seluruh dunia dari konsumen dan para penjual, khususnya di Inggris, kantor pusat The Body Shop. Roddick pun mucul di berita-berita dan menghadapi tudingan tajam oleh publik. Ia pun mengatakan di sebuah wawancara dengan The Guardian, yang memberitakan bahwa “Roddick melihat dirinya sebagai sejenis “kuda troya” yang dengan penjualan bisnisnya ke sebuah perusahaan besar (L’Oréal) akan dapat lebih menyebarkan visi-visi The Body Shop.
|Founded||26 March 1976|
|Founder(s)||Dame Anita Roddick|
|Headquarters||Littlehampton, England, United Kingdom|
|Number of locations||2,605 (2010)|
The Body Shop International plc, known as The Body Shop, has 2,400 stores in 61 countries, and is the second largest cosmetic franchise in the world, following O Boticario, a Brazilian company. The Body Shop is headquartered in Littlehampton, West Sussex, England, was founded in 1976 by the late Dame Anita Roddick and is now part of the L’Oréal corporate group.
In the early 1970s, Anita Roddick (then Anita Perilli) visited a shop in Berkeley, California selling naturally-scented soaps and lotions called The Body Shop. The Berkeley Body Shop run by Peggy Short and Jane Saunders used natural ingredients, and helped to employ and train immigrant women. The Body Shop name was a clever pun, as the original Berkeley store was opened in a converted auto body shop, C.J.’s Old Garage on Telegraph Avenue.
The natural, environmentally-minded and intimate cosmetics shop inspired Anita Roddick to open her own shop back in the UK in 1976. In 1987, Roddick purchased the naming rights from the original Body Shop. From its first launch in the UK in 1976, The Body Shop experienced rapid growth, expanding at a rate of 50 percent annually. Its stock was floated on London’s Unlisted Securities Market in April 1984, opening at 95p. After it obtained a full listing on the London Stock Exchange, the stock was given the nickname “The shares that defy gravity,” as its price increased by more than 500%.
But the opening of Roddick’s first modest shop received early attention when the Brighton newspaper, The Evening Argus, carried an article about an undertaker with a nearby store who complained about the use of the name “The Body Shop.”
In March 2006, The Body Shop agreed to a £652.3 million takeover by L’Oréal. It was reported that Anita and Gordon Roddick, who set up The Body Shop 30 years previously, made £130 million from the sale.
Following her death in 2007, Prime Minister Gordon Brown paid tribute to Dame Anita, calling her “one of the country’s true pioneers” and an “inspiration” to businesswomen. He said: “She campaigned for green issues for many years before it became fashionable to do so and inspired millions to the cause by bringing sustainable products to a mass market. She will be remembered not only as a great campaigner but also as a great entrepreneur.”
The Body Shop turned increasingly toward social and environmental campaigns to promote its business in the late-80s. In 1997, Roddick launched a global campaign to raise self-esteem in women and against the media stereotyping of women. It focused on unreasonably skinny models in the context of rising numbers in bulimia and anorexia.
There was a media controversy surrounding claims that L’Oréal continues to test on animals, which contradicts The Body Shop’s core value of Against Animal Testing. L’Oréal states the company has not tested cosmetics on animals since 1989 (but still continues to test new ingredients on animals) . Roddick addressed it directly in an interview with The Guardian, which reported that “she sees herself as a kind of “trojan horse” who, by selling her business to a huge firm, will be able to influence the decisions it makes. Suppliers who had formerly worked with the Body Shop will in future have contracts with L’Oréal, and working with the company 25 days a year Roddick will be able to have an input into decisions.”
 Social activism
In its earliest years, The Body Shop did not visibly market itself as committed to social causes. Its products we considered at the time “natural”; however, the bright colours and strong fragrances were created by chemicals, including from petrochemicals, which were also used as preservatives. The social activism dimension of the company first evidenced in 1986 when The Body Shop proposed an alliance with Greenpeace in the UK to save the whale. Roddick began launching other promotions tied to social causes, with much public and media interest. The Body Shop regularly featured posters on shop windows and sponsorship of local charity and community events. Over time, Roddick blossomed into a full-time critic of business in general and the cosmetic industry in particular, criticizing what she considered the environmental insensitivity of the industry and traditional views of beauty, and aimed to change standard corporate practices Roddick said: “For me, campaigning and good business is also about putting forward solutions, not just opposing destructive practices or human rights abuses”.
The Body Shop instituted pioneering social audits in the mid-1990s, and continues to support its values such as Community Trade, reflecting its avowed practice of trading with communities in need and giving them a fair price for natural ingredients or handcrafts they purchase from these often marginalized countries. The first Community Trade activity in 1987 was a footsie roller which was supplied by a small community in Southern India (today known as Teddy Exports) and still a key CT supplier. Since then, The Body Shop has found many trade partners in over 20 different countries that often are overlooked by the local as well as the global society.
Criticisms have been made of the programme, however, by fair trade activists. “The company’s prominently displayed claims to pay fairer prices to the Third World poor covered less than a fraction of 1 per cent of its turnover”, wrote Paul Vallely, the former chair of Traidcraft, in the obituary of Anita Roddick published in The Independent.
 Policy on animal testing
The Body Shop web site explains that the organisation does not sell or use either finished products or ingredients that were tested on animals after December 31, 1990. In October 2009, The Body Shop was awarded a ‘Lifetime Achievement Award’ by the RSPCA in Britain, in recognition of its uncompromised policy which ensures ingredients are not tested by its suppliers.
 Community Fair Trade (formerly Trade not Aid)
By 1991, The Body Shop’s “Trade Not Aid” initiative with the objective of “creating trade to help people in the Third World utilise their resources to meet their own needs” had started a paper factory in Nepal employing 37 people producing bags, notebooks and scented drawer liners. Another initiative was a 33,000 square foot (3,000 square metre) soap factory in the depressed Glasgow suburb of Easterhouse, whose payroll included 100 residents.
Sometimes considered anti-capitalist or against globalization, The Body Shop philosophy is in fact in favour of international marketplaces. The chain uses its influence and profits for programmes such as Trade Not Aid, aimed at enacting fair labour practices, safe working environments and pay equality.According to The Body Shop, 65% of the company’s products contained community traded ingredients by the end of 2008 and the company spent over $12 million on community trade ingredients in 2006.
In October 2009, The Body Shop invited employees, including a store manager from the UK to visit a supplier and see the benefits that the Community Trade programme has brought to a community in India.
The Body Shop has decided not to export its products to China, because cosmetics sold there have to be tested on animals, according to Roddick. However, The Body Shop has always sourced many of its baskets and other non cosmetic supplies from China.
The Body Shop has undertaken periodic independent social audits of its activities.
The Body Shop carries a wide range of products for the body, face, hair and home. The Body Shop does not claim its products are ‘all-natural’, but “inspired by nature” and they feature ingredients such as marula oil and sesame seed oil sourced through the Community Fair Trade program.
The Body Shop is constantly producing innovative products and improving current products for customer safety and satisfaction. In 2010, The Body Shop produced its first ECOCERT certified organic skincare line, Nutriganics. Following the launch of Nutriganics, The Body Shop reformulated their hair line to contain no parabens or colourants (Rainforest Hair Care), and produced a new line of antiperspirant deodorants that contain no parabens or aluminium salts, and uses volcanic minerals as a substitute.
• Body Butters (including Moringa, Satsuma, Strawberry, Olive, Shea, Mango and Coconut)
• Make Up (including Mascara, Lipstick, Eye Shadow and Mineral Make up)
• Full skin care ranges (including Tea Tree, Vitamin C, Vitamin E, Aloe Vera and Seaweed)
• Paediatrician approved baby range
• Men’s skin care (Including Maca Root and White Musk)
 The Body Shop Foundation
The Roddicks founded The Body Shop Foundation in 1990, which supports innovative global projects working in the areas of human and civil rights and environmental and animal protection. It is The Body Shop International Plc’s charitable trust funded by annual donations from the company and through various fundraising initiatives.
The Body Shop Foundation was formed to consolidate all the charitable donations made by the company. To date, The Body Shop Foundation has donated over £9.5 million sterling in grants. The Foundation regularly gives gift-in-kind support to various projects and organisations such as Children On The Edge (COTE).
The Body Shop does not recognise Trade Union membership.
The September 1994 investigative article “Shattered Image: Is The Body Shop Too Good to Be True?,” written by Jon Entine and published in Business Ethics magazine, created an international brouhaha and led to dozens of stories in the international media, including articles on The New York Times‘ business section front page and on ABC World News Tonight. A flurry of news reports led to a temporary 50% drop in the market value of the stock of the company, which until that point had been considered a model “socially responsible” company.
Entine reported that Anita Roddick, founder of Body Shop International (BSI) in the UK, had stolen the name, store design, marketing concept and most product line ideas from The Body Shop. founded in 1970 in Berkeley, California by Peggy Short and Jane Saunders who started the French-style perfume store, where customers could do their own blending. Roddick subsequently fabricated her story of traveling around the world discovering exotic beauty ingredients. In 1989, Roddick purchased the U.S. and Israeli rights to The Body Shop name, and the Berkeley-based chain of five stores renamed itself Body Time.
He reported that Roddick’s “natural” products contained extensive amounts of artificial colorings, scents and preservatives. Despite Roddick’s unsubstantiated claims and inaccurate reports in popular articles and even some university case studies that Roddick’s The Body Shop “gave most of its profits to charity”, documents from Britain’s Charity Commission showed that Roddick’s company gave nothing to charity over its first 11 years and was penurious in its philanthropy thereafter. The Body Shop also faced millions of dollars in claims by disenchanted franchisees, who believed they had been enticed to buy franchises by misrepresenting its potential revenue.
Entine referred to The Body Shop’s marketing as “greenwashing,” which was one of the first uses of that term. The article in Business Ethics (now defunct), which was cited with a National Press Club Award for Consumer Journalism in 1994, is still widely used in university business ethics classes and is generally credited with prompting companies claiming to be socially responsible to match their claims with operational practices and to increase transparency.
The “Shattered Image” article had originally been scheduled to be published as a 10,000 word feature in Vanity Fair earlier in 1994 but was dropped after legal threats by The Body Shop. The original article was eventually published in 2004 by The Nation Books in Killed: Great Journalism Too Hot to Print, edited by David Wallis. Business Ethics, which had featured Roddick on its cover just the year before, subsequently agreed to print a much shorter version of the exposé.