Cultural Values Of The Body Shop

ethnical Values Of The luggage compartment com launcher memoryI just want The formulate snitch to be the best, most breathlessly exciting company and nonpargonil that changes the way line of business is carried out. That is my vision. Anita Roddick, Human Rights Activist Founder of The luggage compartment storeThis was the vision with which Anita Roddick started off The soundbox take a shit in The United Kingdom. Anita had stepped into this persistence in 1976 when she spendd 4,000 to finance for a small stand-alone make of natural-ingredient cosmetics and personal c be crossroads. Her idea was inspired from a visit to a shop with a similar name in California. Her aim, at that metre, was to stand out her self and her two daughters while her husband had gone horse-riding for two years. The interior shape of her fund, mathematical product publicity, and marketing approach were all born from survival soul to support the livelihood of her family. She engaged dark green paint on the walls to hide cracks (and not in symbolism of the milieu). The clear bendable bottles she used then, that received much appreciation were in concomitant piss sample containers which she has purchased from a local hospital. She saw success promptly. Her cosmetic chime in flourished, and she was motivated to open another even before the company had their frontmost anniversary. When her husband Gordon Roddick re twistinged in 1977, he joined hands with his wife in her thriving business. Together they realized that they wanted to franchise the operations of their endeavour during the companys second year.By 1984, The dust sleuth already mess uped of 138 stores, 87 of which were locate e actuallyplaceseas, i.e. not within the territory of United Kingdom. everywhere time, franchising soon took everywhere the number of openings of company-owned stores in 1994 franchises comprised 89 percent of carcass unwrap stores. Over the years of success Anita decided to support and contri excepte to well-disposed and purlieual change through her enterprise. Initially she associated The proboscis storage with reputable groups, which bow on Greenpeace, Amnesty International, and Friends of the Earth. Later she launched her own weight-lifts, specifically on ones that focused chiefly on recycling and abolishing animal testing in the cosmetics industry. body Shops put up posters and do petition sheets for the customers. Half way through the 1990s, the franchises were in like manner asked to support some of these campaigns a year for such causes as back up education, voter registration, and opposition to animal testing in the cosmetics industry.The Body Shop, nowaold age has 2,400 stores in 61 countries, and is the second largest cosmetic franchise in the world, succeeding(a) O Boticario, a Brazilian company. The Body Shop is headquartered in trivial Hampton, West Sussex, England, is now part of the LOral in merged group.Cultural det ermine of The Body ShopThe Body Shop follows the mission statement To employ our business to the pursuit of social and environmental change. Dame Anita believed that businesses possess the ability to do good, contrasting with the traditional view of profit-driven businesses. In 1999, few long time before ternary ministerial conference of the World Trade g overning (WTO), she campaigned against WTOs profit-obsessed system that overlooked social and ecological aspects of businesses. These standards transcend to personal determine and motivating eventors for external stakeholders, employees and consumers to do good for the society and at the give tongue to(prenominal)(p) time, act as strategic marketing tools to gain popularity and reputation for the brass. apiece product in The Body Shop has a story to carve up each communicates ideas on business ethics, gracious rights and environmental issues. From raw textile extraction to product packaging, every process is insepar able from the firms appreciates. The five cell nucleus values include activating self-esteem, protecting our planet, against animal testing, supporting federation trade and defending human rights.Activate Self-EsteemDame Anita believed that creation confident in appearance and feeling good virtually self argon crucial in underdeveloped ones self-esteem and confidence. bit The Body Shop uses raft to portray vigor, zip fastener and attitude that embrace ones fashion and self-worth, it does not use very thin and young models to avoid large(p) the impression that size and age defines peach tree, unlike many other beauty products out in that respect in the market nowadays. They look for pink and heady faces that be full and blossomed.Treating women with respect and empowering them boosts confidence and self-esteem. This belief ties in with the value support community trade as the firm outsources its natural ingredients to peripheral communities, employ trade to empower women and giving them employment, improving the lives of their family in more(prenominal) than(prenominal) than one ways.Volunteerism is intertwined with The Body Shops philosophy of looking good, feeling good and doing well. The world-wide volunteering policy was implemented in 2008, offering all employees at to the lowest degree 3 p financial aid volunteering days yearly and maximum to 6 various locations. An Anita Week was also introduced to encourage employees to undertake additional volunteering activities.Individual self-development is passing embraced as the firm provides leadership training and perplexity development course of studys for its employees worldwide, providing opportunities for learning, self-reformation and skills upgrading. It also rolled out a Learning is Of Value to Everyone (LOVE) program which funds employees for courses, events, training and health treatment, encouraging them to learn new skills, and propitiate fit and healthy.Protect our planetT he Body Shop dedicates enormous amounts of efforts in its efficient environmental system and continues to review their high, yet achievable targets present through the voluntary European Union Eco circumspection and Audit Regulation, ensuring ageless progress in protecting our planet. The firm pays attention to fine enlarge of supply chain processes. Even when sourcing for natural raw materials, the Body Shop obtains supply only from those sustainable plantations and rainforests, ensuring no deforestation or goal of fragile ecosystems associated. Since the beginning of 2008, all soaps founder been sourced from suppliers successfully audited against the Roundtable on sustainable palm oil (RSPO) criteria. With the progress of obtaining its 63% of wood from sources managed by the Forest Stewardship Council (FSC) in 2008, The Body Shop aims to source 100% of its woody products by the end of 2010.In 2001, the Body Shop partnered with Greenpeace International in a joint campaign, r aising aw arness on renewable energy to combat global warming. In becoming a Carbon unbiassed Retailer the firm actively seeks renewable sources, achieved 30% reduction of store carbon emissions and reduced emissions from transportation of products by using 93% loan-blend cars and offsetting all air travel.Even at the end of life of each product, environmental considerations are taken into account. While as little packaging is used for all products, recycled used plastic known as can Consumer Recyclate (PCR) is used to make bottles of the products that are sold are retailed. Also, the 100% useful and 100% biodegradable paper bags used in all stores are strong enough to be re-used several times later creation taken from the stores. They even looked into delicate details such as use of water-based ink that contain no harmful solvents. The meticulous nature of this course is remarkable.The Body Shop carefully selects chemicals, ensuring the quality, safety and efficacy of product s to maintain a good environmental temper. It resorts to use of synthetic chemicals only when there are no other appropriate natural alternatives available. With regular reviews, following up updates on environmental research on chemicals and constantly refining guide describes for product production, the Body Shop phases out and bans chemicals that are harmful, i.e. polycylic musk that contributes to the fragrance component.Against Animal examenThe Body Shop is known for its effort in advancing Cosmetics leading successfully in March 2009 to ban animal testing on all cosmetic products in The European Union. It is one of the few firms that attach to the Human Cosmetics Standards(HCS), an supranationally-recognized scheme that allows consumers to identify and purchase cruelty free products. While the Body Shop collaborates with suppliers endorsing non-animal testing ingredients only, it has regular audits both home(a)ly and externally to ensure adherence to HCS. The Body Shop invests heavily in developing alternatives for animal lab-based tests. Recently, it bought Loreals non-animal skin irritancy test technology which develops artificially grown human skin for all Body Shops product testing.Even where animal-derived ingredients are used, the Body Shop commits that these ingredients do not cause or derived from the death of animals and they are suitable for vegetarians use. Common animal-derived ingredients include bees wax, honey, wool wax (lanolin) and shellac (resin secreted by lac bug).Community TradeCommunity trade is another aspect that The Body Shop has been actively practicing. Being the pioneer of the program, the company performs a average trading relationship with its suppliers which involve income fairness, community development, and predicable supply. In line with the values, the governance has been trading with communities from third world countries with regards to ingredients used, gifts and accessories. Such an approach is utilized so that these communities will be able to benefit from the trade and use the monetary resources to develop the area around them and for education of the youth.To begin with, natural ingredients are obtained from marginalized communities from Brazil to Samoa. Ethical concerns are addressed by ensuring workers human rights are in accordance to international standards. Most importantly, child labor and inordinate hours are prohibited as suppliers adhere to The Body Shop principle of Conduct. more(prenominal)over, to tackle the issue of deforestation, palm oil for Body shops products is sourced reliably to proceed deterioration of this global phenomenon. Over the past years, new trade relationships have been forged with communities such as Kenya Organic Oil Farmers Association and CADO from the mountains of Ecuador. The organization have also traded with Teddy Exports, a manufacturer based in Tamil Nadu with the aim to solve social problems in the region by exporting timber and textil e related products to both house servant and international market. In all, over 25, 000 people in more than 20 countries have benefitted from this approach.Defending Human RightsNot all social issues can be resolved due to inadequate awareness and low coverage by the media. Thus, the company decided to focus on areas of social issues that are usually ignored in an attempt to overturn the situation.One example of social issue faced by the world is domestic violence. To put a stop to the rampage of this human right abuse, The Body shop assisted by raising awareness of the public, generating funds for the victims and their families as well as work alongside with governmental bodies to prevent at-risk and affected individuals. Increasingly over the years, there has been a rise in markets undertaking the campaign of drive off violence in the home. Since The Body Shop is not expert in working on the issue, funds were raised and contributed to non-governmental organizations that focus on them. education programs were also administered to employees globally enabling them to become active campaigners rather than passively promoting the issue. In total, more than 375 million of children are affected positively and the markets participating in the campaign raise both funds and awareness to protect the children from further harm.Another social issue faced is the prevalence of human immunodeficiency virus and AIDs, where The Body Shop has been partnering with MTV international to increase the awareness amongst young people and raise funds for the fight against the issue. Raising awareness of how the disease is patrimonial is one of the best ways to prevent the spread of the epidemic, as bar is always better than cure. Amounts are also granted to entrepreneurial projects to tense up out to youths at risk ad keep them safe from HIV. More markets around the world have also joined in to decease out to millions of young people worldwide.Till date, the Body Shop has do some notable achievements around the worldOrganized street present in Seoul, calling for the government to provide better rehabilitation run, more financial assistance and increased protection for victims of domestic violenceSponsorship for the land site to tie in with Stop violence in the home campaign in Switzerland and took the message in classrooms.Long term partnership with The interior(a) Coalition Against Domestic Violence to help create awareness in US. Programs such as Face-to-Face reconstructive surgeries for victims to rectify fatal injuries caused by domestic violence benefitted from the funds that were raised.Charitable OrganizationLast but not least, the organization set up a charitable desire known as The Body Shop Foundation that annually donates to more than 3000 projects around the world. To induce social and environmental changes, innovative projects are funded to aid in promoting the common good. Currently, the foundation is working on environmental saving in Romania, education in Zambia as well as domestic violence initiatives across Europe and child trafficking in Asia.CritiquesAuthenticity of ClaimsIn reinstating its position as a company that cares for its environment, Body Shop claims to be many thingsTo use all natural productsTo be involved with environmental protectionTrade not aidAnti-animal testingNatural Products in spite of its claims, many of the ingredients used are not being disclosed befittingly and are dubious with regards to origins. This is unlike industry norm wherein companies marketing the same products would in their packaging state the original sources of their ingredients.Any discerning consumer should neb that the seemingly superiority attached to the raillery natural over celluloid is not always guaranteed. In actuality, many natural ingredients can call upon allergies and are thus less safe than the well-tested synthetics. Moreover, the marketing counterparts of consumer companies are dissipated to ex ploit the loophole due to deficiency in universal meaning increase to the word, natural. The public at large may gullibly assume a product that reads 100% natural to be free from any synthetics, when in fact they may just as well be derived from petrochemicals.Although synthetic chemicals were said to be introduced only to prolong shelf-life of its products, it has been shown that they were used for other reasons as well. In fact, the Body Shop has used synthetic colourings and fragrances widely in their line of products. In fact, these cheerfully-coloured perfumes and lotions became part of the companys trademark. In effect, this seems a case of using the word natural.Environmental ProtectionGiven its extensive greening efforts, ranging from sourcing of ingredients to materials for packaging, the Body Shop serves as a Green Model for other companies. Even so, there exist some environmental contradictions and setbacks.Long gone are the days when the Body Shop offered the option of refills for customers as part of its innovative take at reducing packaging and waste. However, it is due to the heightened safety-regulatory issues that this service has been terminated. To overcome this setback, the Body Shop uses recycled materials in manufacturing of the packaging. This allows for significant reduction of resources, bypassing the need for customers to transport them back.Also, stand up in contention with the 100% recyclable paper bag, in 1993, the Body Shop switched to printing their pamphlets on ReComm Matte paper from Georgia Pacific, notorious for rainforest logging.Trade not AidWhilst the Body Shop claims that it ethically sources its products and takes prides in its Trade Not Aid policy, which pays first world prices to third world workers. The impact of this program is queried by many industry percipients and critics. For instance, accord to renowned journalist, Jon Entine, the company failed to match up to its claims and commitment on punctuate trade with other third world countries. In fact, in 1993, these products made up less than 1% of Body Shops overall purchases.In particular, the feud centered its sourcing of Brazilian nuts. Broken promises to former face of this promotion, Kayapo Chief, Pykati-Re, landed in a successfully lawsuit against Body Shop International (BSL) for exploitation of the natives image. In words of Dr Turner, Body Shop gets the aid in the form of native images and in return, natives get almost no tradein return. Currently, the term has been replaced by Fair Trade.Nevertheless, Roddick has facilitated the idea that trade was superior to aid, in the long execute poor people were better off with businesses of their own, rather than with dependency on handouts.Animal TestingWhat immediately conjures to mind when we think of the Body Shop? The phrase Against Animal Testing is bound to be amongst the first. It is pivotal that we watch over that this was a fairly recent phenomenon, with BSI revision (in19 96) that they will cease to use an animal-tested ingredient for the cosmetic industry after December 31, 1990. Their efforts today are evident in clearance of the regular audits which ensures adherence to Human Cosmetics Standards (HCS). However, an internal memo exposed in 1992 suggests that almost 50% of the companys products are linked with animal testing. According to Hoffman LaRoche, vice president of cosmetics specialties, Dave Djerrasi , purchased animal-tested Vitamin E acetate in 1991 from Hoffman LaRoche for use in sunscreen.Franchising and IPOAccording to Paul Burns an observer of the company, Body Shop brand is inexorably linked with its culture, which in turn is based firmly in its ethical and environmental beliefs and values. However, with its extensive franchising and enlargement to different location across the globe, there appears to be a dilution of its corporate culture. For instance, according to Paul Burns, in Body Shop, employees are given time off to work on local social projects, however, it would be very difficult to enforce this on every single Body Shop outlet across different countries, even if they were to state it in a clause, enforcement itself would be difficult too. In relation to their massive expansion and undress into the equity market, as any finance and behavioral management would postulate, a decrease in ownership stake would meant less incentive for the owners to be involve in the company which also arises from lesser control over their company. For the case of Body Shop, after a failed attempt at re-privatization and voluntarily limiting their involvement in the company, the Roddicks eventually resign from the company in 2000. This is especially detrimental to Body Shops image as Anita is often regarded to be the human face of Body Shop and the soul of its many humanist initiatives. Hence, Body Shops authenticity as an activist for the environment is increasingly challenged as Body Shop expands.The Loreal TakeoverThe companys authenticity as an activist for the environment is further challenged after takeover by Loreal -a large MNC with an opposite business culture as Body Shop ruthless profit maximation versus profits with a conscience. In an attempt to lessen the connection amidst Loreal (an MNC) and Body Shop, Loreals CEO reassures that Body Shop will be fountain as an independent subsidiary from Loreal. Roddick justified the decision to merge with Loreal using the Trojan Horse Theory, which means that to enact any change, The Body Shop has to enter the company. However, it remains questionable as to whether full autonomy is authentically possible given the strong capitalistic outlook of Loreal and if two straightforward corporate culture remained independent from each other even after merger.ConclusionAt its heart, Body Shop is a profit-generating company, the very fact that it is a listed company meant that its main obligations stems from its promise to its investors to generate reven ue that matches with their expect return on this investment. The question remains as to whether Body Shop is able to fulfill its dual responsibility one to its investors and the other to the environment and whether these two responsibilities are inherently contradictory with one another.When Dame Anita Roddick began her campaign ways, social marketing was a radical stance in the corporate world. Now, every part of the company appeared to be going green. Arguably, many of these socially responsible initiatives have their origins in promotions embraced. This raises an important question What is Anita Roddicks real bequest? Did The Body Shop walk its talk as Anita and her husband, Gordon used to boast?However, the fact still remained that the Body Shop had a good record of environmental audit and disclosure. The Body Shop was a signatory of the cere principles, an environmental code of conduct that was created by environmentalists and social investors. Apart from that, the Body Shop w as one of the few companies to have an efficient environment management system and environment audit which followed the voluntary European Union Eco Management and Audit RegulatReferencesFunding Universe. (2003). The body shop international plc. Retrieved from http//www.fundinguniverse.com/company-histories/The-Body-Shop-International-plc-Company-History.htmlHope, C. (2005). Anita Roddick to give forth entire 51m fortune. Telegraph.co.uk. 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