Higher Diploma In International Business and Management Public Relation: Strategic Planning & Management Title: Eco- friendliness Company: Body shop Name: Nguyen Thi Phuong Thao (G0794337M) Batch Course: HIBD5 1037A Lecturer: K Paramasivam Date: 23 November 2010 Contents Page 1. Introduction of Body shop …………………………………… 3 2. Vision and values of company ………………………………..
. 4 3. Body shop’s target publics ……………………………………. 4 a. Customers b. Employees c. Mass Media d. Suppliers e.
Government regulator 4. PR activities initiated by the Body shop……………………… 8 5.Evaluation ……………………………………………………… 8 6.
References ……………………………………………………… 9 7. Appendix A ……………………………………………………. 10 8.
Appendix B …………………………………………………….. 11 1.
Introduction Body shop was founded in UK in 1976 by Dame Anita Roddick, and now has over 2,400 stores in 61 countries, with a range of over 1,200 products. It is part of the L’Oreal family. People know Body shop the original natural and ethical beauty brand that has products made from the best and freshest raw materials in the world. Over 20 years ago, Body shop set up its own fair trade program, called Community Trade.It believes this level of commitment to trading fairly is unique in the cosmetics industry. Community Trade now works with over 30 suppliers in more than 20 countries, providing over 25,000 people across the globe with essential income to build their futures. Most of its products contain Community Trade ingredients. Body shop is an excellent leader in promoting the 5 core values: Support Community Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet.
In the Body shop Values Report for 2009, it stated: “we are passionate about living our Values and responding to the growing challenges of living in a consumer society that is also in harmony with the planet. ” This report will now focus on how Body shop has practiced eco-friendliness and the way it has promoted and persuaded its target publics to practice eco-friendliness. 2. Vision and Values “I just want The Body Shop to be the best, most breathlessly exciting company – and one that changes the way business is carried out. That is my vision. ” said Dame Anita Roddick – Human Rights Activist – Founder of the Body Shop.
Generally speaking, the company concerns and cares about not only producing and selling products but how publics think about it as well. The Body Shop knows very well that when we care about target customers, employees, suppliers or financial institutions, its values create a solid long term relationship, which is the key to grow a life-long business. More than that, the obsession about the impact of climate changes and animal testing, the organization always keeps in its mind the questions: -How do we ensure that our products and ingredients are responsibly sourced? How are we minimizing our impact on the environment? -How do we ensure that our products and ingredients aren’t tested on animal? -How do we make our customers, staff and suppliers fell good about themselves? -What do we achieve by campaigning? The report will now pay attention to these questions with detailed target publics one by one to fully understand what The Body Shop has done and will do in the future to achieve a life-long relationship with its target audiences and promote its meaningful image and trustworthy reputation in the world. . The Body Shop’s target publics: A.
Customers: If putting a simple look on The Body Shop’s products people may believe that it is definitely a beauty cosmetic brand which helps female look gorgeous. However, it does not stop at that limit but more than that, The Body Shop strongly thinks its mission is helping its customers look good, feel great and be confident enough. This is exactly a perfect beauty should be. Therefore, the company really wants every product sold to customers must be as natural as possible.The raw materials are taken from the nicest plant and trees in the areas it should be from. For instance, for Aloe Vera product series, they are made from highest quality of Aloe Vera from region of Guatemala which is hand collected, hand washed and hand prepared all within 12 hours of harvesting to prevent any adulterations to the natural purity of the Aloe. On top of that, the very important point of this series of products is containing no alcohol, no colour, no preservative and no fragrance that few other products do.
Another example is on products for hair. People are extremely impressed by the words “no silicones, no sulphates, no colorants, no parabens” in the bottle of shampoo. Really does it what other brands are looking for their products Furthermore, all these plants are not allowed to use any insecticides or chemical which may affect the environment and especially the quality of the products. For those reasons, The Body Shop’s customers can completely feel safe, comfortable and confident to use its products because we guarantee every product sold.Thus, we also expect in return our all customer to contribute a very small action into environment protection by recycle all the bottles to lower the impact on the environment due to the fact that we love to see the tremendous improvement in increasing the use of reusable packaging and the use of recycled materials in our packaging. That will be a considerate cooperation we really do appreciate. B.
Employees: The Body Shop has introduced energy-awareness training for all our stores which is one of our campaigns for employees.Thus you all are advised to save energy in every store and keep clean the environment especially in the scale of stores. It is simple that we are representing for The Body Shop which is well known as a business unusual, business designed to make a difference. What is different here? The Body Shop had never had a goal about making millions of dollars but further than that as we mentioned above, so why don’t we keep going on to protect and promote our image.For this reason, let’s try to reduce our energy use such as water and electric and keep our all our stores become smoke- free environment and we are absolutely happy if you all can decrease your air travel. As we hope, in UK alone, 65 per cent of our stores are on renewable energy contracts. We’ve also made great strides in sourcing renewable energy wherever possible to run our offices, warehouses and stores around the world. Hence, we would love it if The Body Shop’s staffs continue to save our planet and make it green.
C. Mass Media:The Body Shop will not completely carries its own values and vision if nobody hear about it, read about it or look at it. Therefore, we realize that mass media is one of the vital tools to achieve the recognition of target publics, so we absolutely cannot deny the contribution of mass media. Internet is a useful key to get full of information about the organization and is the place that will attract most of customers’ care. What’s more, Newspaper, TV station and magazines are the most reliable information sources which publics will trust in.Thus, we expect a little help from mass media to protect our planet as what we wish.
Why don’t we cooperate together and achieve goals together by letting the publics know what campaigns The Body Shop is doing for the environment on the Internet, newspaper, TV station or Radio station as well. This kind of communication will attract more and more people who are The Body Shop’s customers and who are interested in the green of the environment. Let them know about our mission and vision, our thinking and concern and our 5 cores values.
The news about environmental activities of us will be a huge encouragement for both the company and publics and we hope an appeal from mass media of saving energy, not littering, using public transport and protecting trees and animal to everyone for the green of our earth. However, the most useful information we should mention is telling them the effect of the green house and telling them what should do and how to do. D. Suppliers: We do really appreciate our Community trade’s effort to provide us with the highest quality raw materials over years, such as organic Babassu oil and tropical nut oil from Brazil.Nevertheless, the highest quality does not mean the plant and trees are allowed to use chemicals or insecticides to keep the materials look green and verdant. Based on our 5 cores values, we need all the materials must be responsibly resourced. It is not easy at all to maintain high quality material without chemicals, but if it is possible this actions will surely make belief.
We link with Community Trade; we support you and provide all the necessary needs to meet your demands so that in return you are able to supply us with fresh, clean and natural materials.More importantly, we would like to notice that we are severely against on testing on animal. The typical example is that although how very much we are keen on musk, we really do not want to take musk from deer. We love animal and believe in the right of living of every creature. In sum up, we wish all the ingredients will not be tested on animal. E. Government regulator: Government regulators are a motive force in every social activity. They are powerful enough to regulate the law, the order of society, and promulgate the rules which all habitant must comply.
That is the reason why we are looking at you as one of target publics and we hope what we are doing will certainly match your purposes of regulating and shaping people’s thinking and habits and contribute a small part into the mission of building and keeping Singapore become the cleanest and greenest country in the world. The Body Shop would like to share its wishes about improve our environment with government regulators and expect a positive reply from you. First of all, we hope more smoke- areas will be appeared by the rules under the name of government for being stricter.Next, the issue of animal testing needs to be discarded little by little. Hopefully, we like to reuse and recycle as much as we can, and paper is recommended to be replaced nylon or unrecyclable plastic bottles.
Those are something we are trying to do every day and we strongly desire the cooperation from government to help us complete our mission. 4. PR activities initiated by the Body shop How is The Body Shop reducing the impact on the environment? In 2007, The Body Shop phased out phthalates in product formulations.
Next, it got 30% reduction in the store carbon emissions and 90% of car fleet to be hybrid vehicles by the year- end 2008. In 2009, it introduced 100% recycled PET bottle from the number of 50% in 2008. How does The Body Shop make sure that its products are responsibly sources? 65% of products will contain Community Trade ingredients or be produced by a Community Trade supplier by the year end 2008.
Moreover, it ensures that all soap is made from RSPO certified palm oil in 2008 and 100% of wood products from FSC sources by 2010. 5. Evaluation: The Body Shop is the second largest cosmetic franchise in the world.In October 2009, it was awarded a ‘Lifetime Achievement Award’ by the RSPCA in Britain, in recognition of its uncompromised policy which ensures ingredients are not tested by its suppliers. In 2010, The Body Shop produced its first ECOCERT certified organic skincare line, nutriganics. Following the launch of Nutriganics, The Body Shop reformulated their hair line to contain no parabens or colorants (Rainforest Hair Care), and produced a new line of antiperspirant deodorants that contain no parabens or aluminum salts, and uses volcanic minerals as a substitute.
It is possible to say that The Body Shop has made effort as much as it can to satisfy its own mission and vision and concern about effect of climate changes. Publics do highly evaluate its attempt via the environmental activities and campaign. What The Body Shop has done reflect its care and thought which is in common with publics. It will receive more cooperation from its target publics in the future in order to build a solid foundation for life-long relationship. 6. References http://www.
thebodyshop. com. sg/en/index. aspx http://www. thebodyshop. com. sg/en/Values_report_2009.
df http://www. famous-women-and-beauty. com/the-body-shop-and-anita-roddick. html http://www. thebodyshop.
com/_en/_ww/services/pdfs/PressRelease/tbs-our-incredible-planet. pdf? http://www. accessmylibrary. com/article-1G1-199666479/enhance-your-image-body. html http://en. wikipedia. org/wiki/The_Body_Shop http://www.
springerlink. com/content/gux0lt0t1172v425/ http://www. lifespy. com/2007/eco-friendliness-tips-going-green/ http://www. ecofriendlymomma.
com/ http://www. motivators. com/Promotional-EnvironmentallyFriendly-Products-252. html 7. Appendix A Responsibly sourcingA number of years ago The Body Shop took the decision to outsource its manufacturing, in order to focus efforts on the development and sourcing of innovative products. Whilst we no longer manufacture our own cosmetics, this does not mean we have outsourced our responsibilities – we have a passionate interest in the provenance of what we sell, and the rights and conditions of the workers in our supply chains. Over the years our supply operations have become diverse and complex and we have learnt that our resources are best applied where we can effect most change.Anita’s vision was to use the business as a force for good and we are always most excited when we can work directly with suppliers to benefit all concerned.
We acknowledge that this detailed level of engagement is not always possible with all parts of the supply chain – where our influence is more limited we will always ensure that minimum standards are met. The following programs have been developed to ensure that we source responsibly: Community Trade natural ingredients – 21 different natural ingredients sourced from marginalized communities, from Brazil to Samoa.We create stable long-term relationships with suppliers, paying a fair price and helping communities to thrive.
Community Trade Gifts and Accessories – 65 different Gifts and Accessories expertly produced for us by marginalized communities around the world. We have now been trading with Teddy Exports, our first Community Trade Supplier for over twenty years. Contract manufacturing – all of our direct product manufacturers are monitored through our Ethical Trade program, ensuring that worker human rights are respected in line with international standards.Special focus materials – some ingredients deserve special attention. We source palm oil for our soaps, and wood for the majority of our wooden accessories, from well-managed sources that do not contribute further to deforestation on with ‘business as unusual.
’ 8. Appendix B What is Community Trade? Community Trade is a targeted purchasing program pioneered by The Body Shop. Anita Roddick began this inspirational initiative over 20 years ago and the first Community Trade purchase order was placed in 1987.Through careful management, The Body Shop uses its demand for ingredients, gifts and accessory items, to give marginalized producers access to a market otherwise out of reach. By frequent engagement with a variety of stakeholders, in particular the producers themselves, The Body Shop strives to do this in a fair way. Community Trade is regarded an example of fair trade and was arguably the first instance of fair trade in our industry.
It has much in common with other fair trade programs and conventions, but is targeted specifically at our own demand patterns. Our definition of a fair trading relationship:Income Fair pay for work in fair conditions, where decisions are made through local engagement Community An enduring interest in the development of the community Predictability A long term, predictable supply relationship Recognition as a Community Trade supplier by The Body Shop is not made lightly. It comes with expectations of progress. As a starting point, the following broad definitions are used to assess a prospective community’s potential to become a Community Trade supplier Marginalization Community Trade communities must be defined by their position in culture, politics, gender, geography or society.
Organization Community Trade suppliers must be socially motivated, and must be organized in a democratic form. Benefits T he benefits of trade for the individual and the community must be clearly understood and must be clearly demonstrable. The impact on women and children is of particular interest. Commercial Community Trade should present a market intervention mechanism, not a route to the creation of false, Viability unsustainable markets Environmental Community Trade activity must comply with The Body Shop policies on environmental protection and Awareness sustainability Over 25,000 people benefit from the Community Trade program.