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The body shop
The document discusses The Body Shop's approach to corporate social responsibility under founder Dame Anita Roddick and after its acquisition by L'Oreal. It considers whether The Body Shop was genuinely socially responsible or guilty of "greenwashing". While some critics argue L'Oreal bought The Body Shop to gain credibility for its CSR efforts, the document suggests The Body Shop maintained its values after the sale and both companies benefited from their partnership through increased market reach and sustainability efforts.
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The body shop
- 1. Team: Nicolò Tosana,Federica Cancarini, Chiara Laini, Giacomo Bovegno, Alessandro Piccinelli The Body Shop: Social Responsibility or sustained greenwashing? Marketing dei servizi A.A. 2016-2017 Università degli Studi di Brescia
- 2. Agenda 1. Do youbelieve that The Body Shop was guilty of greenwashing, under the leadership of Dame Anita Roddick? 2. The body shop was considered a piooner in modern CSR. Can its sale to l’Oréal be considered a sellout of its values and principles? Is it an attempt «to spread human values wider in business»? Has it just found a strategic partner to help its product reach a larger market? 3. Do you agree with the critics that l’Oréal was trying to buy CSR through its acquisition of the body shop? The Body Shop: Social Responsibility or sustained greenwashing?
- 3. 1. Do youbelieve that The Body Shop was guilty of greenwashing? La CSR di Body Shop ★ no test su animali ★ community trade product ★ aumentare l’autostima ★ difesa diritti umani ★ protezione pianeta ★ altre iniziative: Fondazione Body Shop, sostegno organizzazioni no profit etc. Who is Dame Anita Roddick? ★ 1984 Veuve Clicquot Business Woman of the Year ★ 1988 Order of the British Empire (OBE) ★ 1991 Center for World Development Education's World Vision Award, USA ★ 1993 Banksia Foundation's Australia Environmental Award ★ 1993 Mexican Environmental Achiever Award 1993 - National Audubon Society Medal, USA ★ 1994 Botwinick Prize in Business Ethics, USA - University of Michigan's Annual Business Leadership Award, USA ★ 1995 Women's Business Development Center's First Annual Woman Power Award, USA ★ 1996 Women's Center's Leadership Award, USA - The Gleitsman Foundation's Award of Achievement, USA ★ 1997 United Nations Environment Programme (UNEP), Honouree, Eyes on the Environment ★ 1999 British Environment & Media Award - Chief Wiper-Away of Ogoni Tears, Movement for the Survival of the Ogoni People, ★ 2001 International Peace Prayer Day Organisation’s Woman of Peace ★ 2003 Dame Commander of the British Empire (DBE) Pioniere nella CSR nel settore della cosmesi “The business of business should not just be about money, it should be about responsibility. It should be about public good, not private greed” Dame Anita Roddick, Body Shop Founder The Body Shop: Social Responsibility or sustained greenwashing?
- 4. The Body Shop:Social Responsibility or sustained greenwashing? 2. Can its sale to l’Oréal be considered a sellout of its values and principles? Is it an attempt «to spread human values wider in business»? Has it just found a strategic partner to help its product reach a larger market? vendita per motivazioni economiche 652 mln £ 175 mln £ ★ diffusione dei valori e principi di The Body Shop ★ ampliamento del mercato in cui opera effetti positivi per The Body Shop inoltre:
- 5. 3. Do youagree with the critics that l’Oréal was trying to buy CSR through its acquisition of the body shop? The Body Shop: Social Responsibility or sustained greenwashing? Acquisition Timeline L’Oréal ★ know-how commerciale ★ forza del brand ★ diffusione globale The Body Shop ★ sostenibilità ★ etica ★ clienti fedeli to buy CSR strategic acquisition
- 6. To sum up TheBody Shop: Social Responsibility or sustained greenwashing? The Body Shop ha mantenuto i propri valori e principi ed, inoltre, li ha potenziati e sviluppati. Target 2020 The Body Shop
- 7. La CSR L’Orèal TheBody Shop: Social Responsibility or sustained greenwashing? Innovazione sostenibile: • riduzione impronta ambientale • rispettare biodiversità • ottimizzare packging Produzione sostenibile • riduzione CO2 • riduzione acqua • riduzione spreco Consumo sostenibile • aumentare consapevolezza del consumatore Sviluppo sostenibile • approvvigionamento sostenibile • partnership con i fornitori 3° mondo To sum up (2)
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- 9. • Giuliana Ferraino,“Nuovi prodotti, così L’Oréal cresce del 3,2%”, Corriere della Sera, 18 Marzo 2017 pag. 51 • Materiale a disposizione: THE BODY SHOP: SOCIAL RESPONSIBILITY OR SUSTAINED GREENWASHING? • http://www.loreal.it/ • http://www.sustainablebrands.com///sustainable_brands/body_shop_marks_40th_year_pledge_be_worlds_most_e • http://www.transformmagazine.net/articles/2016/sustainable-futures-the-body-shop/ • https://www.edie.net/news/7/The-Body-Shop-sustainability-CSR-Enrich-Not-Exploit-commitment-2016/ • http://www.loreal.com/brand/the-body-shop/the-body-shop • https://www.2degreesnetwork.com/groups/2degrees-community/resources/body-shop-be-worlds-most-ethical-and-sustainable-global-business/ • https://www.the-body-shop.it • http://en.wikipedia.org/wiki/Societal_Marketing_Concept • http://en.wikipedia.org/wiki/Greenwashing The Body Shop: Social Responsibility or sustained greenwashing? Sitografia