The Body Shop is no stranger to CSR commitments. In fact, the beauty brand has been in the trenches on social and environmental issues since its founding in 1976. Founder Anita Roddick was a driving force behind the company's campaigns, from the first official "Save the Whale" campaign in collaboration with Greenpeace in 1986 to the 1998 "Make Your Mark" campaign launched by the Dalai Lama in collaboration with Amnesty International. Now, The Body Shop is going one step further, launching a comprehensive global CSR strategy to unify its message.
Last week, as The Body Shop celebrated its 40th birthday, it simultaneously launched a new commitment entitled "Enrich Not Exploit," helping to bolster the company's goal to become the world's most ethical and sustainable global business. The commitment's official manifesto echoes Roddick's belief that "business could be a force for good" and outlines the three pillars of the Enrich Not Exploit platform: "Enrich Our People," "Enrich Our Products" and "Enrich Our Planet." Within the pillars are a series of 14 goals set for 2020 that make the business accountable for delivery, including "powering 100 percent of stores with renewable or carbon balanced energy" and helping "40,000 economically vulnerable people access work around the world." The Enrich Not Exploit microsite also gives a nod to The Body Shop's longstanding history of CSR campaigns through an interactive timeline.
The Body Shop, which was acquired by L'Oréal in 2006, has stayed true to its roots by always keeping social and environmental issues top-of-mind through urgent and compelling campaigns. Now, the Enrich Not Exploit commitment takes this one step further ensuring CSR is incorporated into all business decisions, while holding the company accountable through specific and measureable 2020 goals. The new effort is a poignant tribute to Anita Roddick and The Body Shop's founding 40 years ago.