Pure Beauty: The Case of The Body Shop

“In the factory we make cosmetics, in the store we sell hope”. This famous quote of Charles Revson, founder of the U.S. cosmetics giant Revlon, best describes the value proposition of incumbent cosmetics companies during the 1970s, when The Body Shop emerged. The business model of Revlon and of other beauty brands back then was based on the so-called “hope-in-a-bottle” formula (van Someren 2005), having strong emotional and aspirational features. Besides glamour cosmetics companies such as Revlon, a market niche for firms offering natural products was progressively emerging. The Body Shop was part of this latter movement and, beyond its cosmetics value proposition, made a long-lasting social impact. The Body Shop became the pioneer of socially aware beauty companies. Anita Roddick used trade in a revolutionary way, as an instrument for improving not only business practices, but also the world around. Her change drive was triggered by what she saw in the cosmetics industry: unrealistic product claims and questionable animal testing practices for new products. In the words of Roddick herself: “I watch where the cosmetics industry is going and then walk in the opposite direction”.