BODY SHOP CORPORATE RESPONSIBILITY

Body Shop Corporate Responsibility

Body Shop Corporate Responsibility

Introduction

This report aims to analyse the CSR strategy of 'The Body Shop International' (BSI), to highlight the main factors that motivate social and/or environmental initiatives and whether such social and environmental practises are effective for the company's contribution to addressing these issues and its own performance.BSI has often been hailed as pioneers in the field of social responsibility and ethical business. Consequently the purpose of this paper is to analyse and ascertain whether BSI's activities are indeed a solid example of corporate social responsibility or simply a marketing tool aimed at selling products promising ethical purity at a premium price. This is followed by a critical analysis of the motivations and effectiveness of this CSR strategy with the support of relevant literature to provide an analysis of the underlying reasons for such social and environmental initiatives.

Analysis

Description of the firm's activities and its CSR strategy

The Body Shop International operating in 54 countries worldwide is a chain of cosmetics stores specializing in skin and hair care products. Founded by Dame Anita Roddick in 1976 as a natural soap and lotions company in Brighton, The Body Shop developed high brand recognition and visibility by creating a market in natural skin and hair care products. Since its inception, the company espoused the philosophy of social responsibility and popularized the idea that business could be both ethical and successful. Their main credo remains that 'business has the power to do good.' Dame Anita Roddick combined business entrepreneurship with social activism and blazed the trail with biodegradable bags, refillable bottles, recycling and social campaigns.

Customers CSR strategy

For its customers, BSI aims to enhance and maintain good quality of its products and affordable prices. The products are intended to empower their customers and send the positive message of embracing and celebrating life. The Economist (2007: 88) stated that BSI's products, “sent a refreshing message to women: nothing will make you stay young or grow more beautiful, but this stuff will make you feel better about yourself in the meantime. It tapped into a contemporary counter- culture removed from the sleek, sophisticated marketing of the beauty product firms.”

Employees strategy

Regarding its employees, the company intends to preserve their dignity through the provision of good flexible working conditions, provisions for personal and professional development, and fair equal opportunities for all. Additionally, the multinational is concerned with the communities in which it operates. By actively engaging in fair trade, BSI is empowering communities to build and shape their own successful future. Also, through its high street presence and visibility, BSI is raising awareness about social issues which require immediate attention. An interesting example to this case is the recent collaboration between MTV and The Body Shop to battle the threat of HIV.

CSR strategy issues

The main issues which guide the CSR strategy adopted by The Body Shop are as follows: community trade, defending human rights, environmental protection, against animal testing and promotion of self ...