Research Paper on:
Evaluation of The Body Shop

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of encouraging women to focus on their self-esteem instead of on societys beauty standards ("The Body Shop," 2001). Although many companies give lip service to that concept, the Body  Shop actually has done something about it. For example, in 1997, The Body Shop marketed Ruby, a realistic and healthy female body (Reynolds et al., 1997). They hope that the  ideal will become important to consumers and advertisers, and show that women should not be anorexically thin (1997). This is certainly a new, innovative company that has honed in  on what women, and what society, is seeking in terms of natural products as well as ones that are healthy. Some have criticized Ruby for instead promoting an unhealthy, plump,  female image ("The Body Shop," 2001). The Body Shop sells its wares in 1,750 stores in approximately 50 countries as well as through Body Shop Direct, which  is an in-home sales program with strategies not unlike Tupperware ("The Body Shop," 2001). However, unlike Tupperware and other retail-based firms, The Body Shop is committed to its pristine image.  The Body Shops 300 products come mostly from plants and are not tested on animals ("Environment," 1990). Thus far, the company has managed to escape a great deal of criticism.  The Body Shop was founded by Anita Roddick, a pioneer in natural cosmetics and has generally supported social and environmental causes, something that  includes a ban on animal testing ("The Body Shop," 2001). The Bath & Body Works chain has given the firm a great deal of competition, and in recent years,  the company has begun to pay more attention to its bottom line, and plans to implement new strategies (2001). The business was essentially started on a shoestring as a small