The Body Shop. A rebel with a cause.
Like many, I’m saddened to see what has happened to The Body Shop over the last few days. However, I remain hopeful that the brand can rejuvenate itself and thrive, preserving its potential for future generations.
When I was growing up in the 80’s Anita Roddick was a ubiquitous figure on the telly and in the press advocating her philanthropic vision, The Body Shop’s values and causes. She was amazing. She engaged an entire generation, myself included that wanted to be part of something huge, something transformational, something pioneering. She instilled in us the belief that we could effect change and stand as a force for good. Who could have imagined that we could literally change the world with soap?
I had the privilege of joining The Body Shop in 2001 and was proud to have been part of the team there for 15 years. I worked with Anita for five years and spent another 10 years there with L’Oréal. I didn’t intend to stay there so long, but the thing about The Body Shop is it just gets under your skin and into your DNA. The values and the teams of brilliantly talented and inspiring people were what made me stay, and they were what made us different. We all rallied behind the causes, championed the values and made a tangible impact on the world. Reflecting on everything The Body Shop has achieved, I am amazed. As well as creating stunning products, the teams over the years changed mindsets and laws and how we all do business today. The Body Shop invented community fair trade, they campaigned tirelessly against animal cruelty in the beauty industry, they brought recycling and sustainability to the masses, they promoted green energy and raised awareness on HIV, Sex Trafficking and Domestic Violence to name just a few. These were radical shifts in society.
The biggest challenge we always had was the fact that the brand was global and became fragmented. It became a heavy juggernaut that was no longer agile, no longer free to be reactive and proactive. When it was small and in its infancy, it was political and edgy and had a strong POV. None of which easily translated globally and cost effectively.
However, challenges aside, The Body Shop was a trail blazer, a firecracker the rebel with a cause on the high street. Whoever ends up with what is left of this brilliant brand at their fingertips, please be agile, be edgy, be creative and brave. Take Anita’s advice on how to inspire and engage a new generation of The Body Shoppers.
“Get informed. Get outraged. Get inspired. Get active.”
Anita Roddick