LONDON — The Body Shop’s road to ruin was paved with many good intentions. But in the end, the brand that pioneered cruelty-free beauty fell victim to cruel fate and poor management decisions, under the ownership of founder Anita Roddick and her husband Gordon Roddick, L’Oréal, Natura and the German private equity firm Aurelius.
While Roddick helped to set a template for future retailers and entrepreneurs when she initially launched The Body Shop, it has now fallen so far behind the competition that success will be impossible without major funding, committed owners and a new strategy, according to industry experts.
“When The Body Shop launched in 1976, it was a different company. It stood out — it was hugely revolutionary,” said Sarah Montano, professor of retail marketing at University of Birmingham Business School, noting its impact on formulations, animal testing in the cosmetics industry, and women’s and social issues, among others.
The Body Shop’s Drops of Youth concentrate.
Courtesy photo
“It’s unfortunate what happened, and there’s nothing to say it can’t be turned around,” Montano continued. “But so many factors need to change: price points, products and innovation.”
All is not lost….
More information can be found here
