Personal Profile: Anita Roddick

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A profile of Anita Roddick, the founder of The Body Shop.

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Personal Profile: Anita Roddick

  1. 1. Anita Roddick• Founder of Body Shop (1970’s)• Saw a shop in Berkeley, CA called “The Body Shop” early 1970’s.• Opened her first Body Shop in 1976. – First opened her own “Body Shop” to “make income for herself and her daughters” – Recycled everything “not because we were environmentally friendly, but because we didn’t have enough bottles.”
  2. 2. Roddick’s Early Activism• Traveled extensively• Experienced different cultures• Mother’s frugality (WWII) influenced her• Big proponent of Fair Trade• Anita Roddick Publications – Partnered with National Labor Committee – Freeing the “Angola Three”• 1989: attended Altamira of Amazonia India Tribe protest against hydro-electric project• 1999: visits long-term partner Teddy Exports in India, GPI in Nepal, Chepang indigenous people.• 2001: visited 130 sesame seed oil farmers in Nicaragua.• Body Shop has 29 projects in 23 countries.
  3. 3. • 2001: visited 130 sesame seed oil farmers in Nicaragua. – Receive Fair and Stable Price – Have established a subsidised Store – Established own Credit Union – “Body Shop isn’t going to make them financially rich, but it does enable them to maintain their chosen way of life and through co-operation achieve autonomy.”
  4. 4. American Express• Endorsed American Express Services (in 1994)• Advert Message: “customers + store owners of these stores (Body Shop) prefer AMEX” – Discussed Trade-Not-Aid Programme• 3 Commercials + Print Advertising• BSI Customers saw Roddick as “Selling Out”• Roddick had promised never to advertise – Never claimed not to advertise – “It would be wrong for people to think that we have some kind of moral problem with using advertising.” – “Using glamorous images or “miracle cure” claims – those kinds of things you won’t see us doing.” –Anita Roddick, 1994
  5. 5. Issue Presentation• Did Roddick commit an ethics transgression by advertising through the American Express ad that contravened her earlier statement and policy, or was this different?• How should she explain herself?
  6. 6. Anita Roddick 1942 – 2007• Passed away September 10, 2007• Acute Brain Hemorrhage – Complained of Severe Headache – Same thing Bret Michaels suffered last week – Left her estate to charities (moral grounds)
  7. 7. Issue Retort• Did Roddick commit an ethics transgression by advertising through the American Express ad that contravened her earlier statement and policy, or was this different?

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