Chapter 5. The Sponsor (The Body Shop)

The Body Shop

5.1 Company Background 

Founded in 1976 by activist Dame Anita Roddick, “The company combines activism with marketing, encouraging women to focus on self-esteem as well as social and environmental causes” (The Body Shop). The Body Shop boast sits natural and eco-friendly line of skin and hair care products. Line of goods includes: body powder, bath and shower gel, candles, sponges, massages oils, fragrances, soaps and more. Purchased by L’Oreal in June 2006, The Body Shop cur-rently operates about 2,550 stores across 60 countries.

5.2 Brand Image

The Shop ensures their image by guarantying “its cosmetics and personal care products are not tested on animals, and that they contain sustainably sourced oils and other vegetarian ingredients” (The Body Shop). In addition, the campaigns in which The Body Shop participates is another step they take to make a difference both environmentally and individually.

Vision and Mission:

5.3 The Body Shop Vision:

“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.”  

                                                                                                                                                Founder of The Body Shop.

5.4 The Body Shop Mission:

• To dedicate our business to the pursuit of social and environmental change
• To creatively balance the financial and human needs of our stakeholders: employees, franchisees, customers, suppliers, and shareholders
• To courageously ensure that our business is ecologically sustainable: meeting the needs of the present without compromising the future
• To meaningfully contribute to local, national and international communities in which we trade, by adopting a code of conduct, which ensures care, honesty, fairness and respect
• To passionately campaign for the protection of the environment, human and civil rights, and against animal testing within the cosmetics and toiletries industry
• To tirelessly work to narrow the gap between principle and practice, whilst making fun, passion and care part of our daily lives

5.5 The Body Shop Values and campaigns:

the body shop created five core Values. these Values act as a practical guide to decision making at all levels of the company, helping us to ensure that our profits are made with principles.

1.Against Animal Testing

The Body Shop has always believed passionately that animals should not be used for cosmetic testing. We have never tested our products on animals. Similarly, we insist that all our suppliers have not tested their ingredients on animals for cosmetic purposes. 

The Body Shop also fund organizations that campaign for increased research into animal testing alternatives.

2. Support Community Trade

The Body Shop launched Community Trade. One of the first examples of fair trade, Community Trade has numerous benefits for our company, TBS's customers and  suppliers. Through trading it  can offer our suppliers a stable, long-term income. TBS can access some of nature’s finest ingredients, which are grown and harvested by expert local farmers. Many of these ingredients are grown using time-honoured techniques, helping to preserve a traditional way of life. In the process, Community Trade allows its suppliers to build better futures for themselves and their communities.

3.Activate Self -Esteem

The Body Shop believes that true beauty comes from confidence, vitality and inner wellbeing. TBS strives to use imagery that doesn’t play on women's insecurities, and to bring you products that enhance your natural beauty and express your unique personality.

4. Defend Human Right

Since 1994 TBS has helped to raise funds and global awareness of domestic violence. Since 2004, over £4m1 has been donated to local partners who fund the prevention, support and protection of abused women and children.

5.Protect Our Planet

TBS constantly seeking new ways to improve our business practices and reduce our carbon footprint. In TBS's stores, refits are rolling out that will improve our energy efficiency. New lighting, including store signs that have been successfully trialed, will help to reduce our energy use. TBS has introduced energy-awareness training for all TBS's store staff and have also reduced its air travel.

campaigns in Malaysia by The Body Shop:

1. Where's my mama?

April 18, 2011 – Every day, countless young wild animals are orphaned when their mothers are captured or slaughtered for the illegal wildlife trade. Many young are also taken from the wild and end up in the illegal trade because someone wants a cute pet.

2. Putting an End to Child Sex Trafficking

March 22, 2011 – The Body Shop presented the Home Ministry with more than 10,000 signatures in the hopes of putting an end to the trafficking of children and young people in Malaysia.

3. AIDSAware December 2010

To date, 13,000 people have died from AIDS in Malaysia – this is to remember them, and hope another 13,000 will never, ever be reached.
This is just the official number – the actual number could be more, much more, and doesn't include those amongst us living with HIV, and trying their best to keep AIDS at bay.

4. TBS Gives NGOs a Break

In 2010, The Body Shop® kicked of the year with a proactive and meaningful initiative in working closely with not just one NGO, but raise the bar by taking its commitment a step further by raising funds for various partners who are constantly fighting the battle to not only protect the planet but influencing change in mindsets to ensure a better place for women and children in the community as well.

5.Yes Yes Yes To Safe Sex 

2009 witnessed the support of Malaysian AIDS Council, Taylor’s University College, popular radio stations hitz.fm and MY FM; whom got together to officially launch the Yes Yes Yes To Safe Sex campaign filled with fun games and student performances; each creatively choreographed to spread HIV/AIDS prevention messages.

6. Annual Beach Cleanup

On the third weekend of September each year, a gathering of hundreds of thousands of people who want to make a difference to the world we live in takes place around the world. The annual International Coastal Cleanup (ICC) is one of the largest volunteer events for the marine and shoreline environments to take place in the world and volunteers will descend on beaches, lakes and streams all over the planet to clean trash and debris.

7.Stop Sex Trafficking Of Children And Young People 

In Peninsula Malaysia, lending support at the Malaysian launch event on 20 August were Tenaganita, Nur Salam and P.S The Children, whom held hands in partnership to launch Stop Sex Trafficking of Children and Young People.

8.One Day For Myanmar

16 June 2008 marks a significant and meaningful day for The Body Shop® Peninsula Malaysia as franchise holder Rampai-Niaga Sdn Bhd and its 300 staff volunteered to work One Day For Myanmar, donating the company’s entire one-day takings with staff, volunteering their day’s pay; to assist the millions who’s lives was devastated by Cyclone Nargis that hit Myanmar on 2 May 2008.

9. Stop Violence Against Women 

In conjunction with Hari Wanita/Women’s Day 2007, The Body Shop® and long-term campaign partner Women’s Aid Organisation (WAO) celebrated the beauty and grace of womanhood with plenty of leg and lip action in the ‘Walk of Love’ campaign held at the Curve, Mutiara Damansara on 25 August 2007.

10. Save Temengor

The Body Shop® continues to inspire and engage its customers to play an active role in its environmental campaign, “Save Temengor” rainforest together with campaign partner, On 17 April 2007, the Royal Belum State Park was officially gazetted by the Perak State Government. The Body Shop with campaign partner MNS continues to campaign and lobby for the people’s support to push the extension of the gazettement to include the Temengor Forest Reserve. 

11.Candles of Conscience

A long-term community project since 2001 to raise awareness and generate a sustainable source of funds for partner NGOs including Malaysian Nature Society for environmental conservation projects, Women’s Aid Organization for domestic violence against women; and Sisters In Islam for empowering grassroots women in Islam for change.

5.6 Current Consumers’ Characteristics:

Demographics:

Age: 22 - 35

Gender: male - female

Education: SPM - Diploma - Undergraduate - and post graduation

Occupation: employee - student.

Income range: 1500 - 5000

Race & ethnicity: All

Geographical location: Urban - Suburban

Psychographics:

Perception: the perception people' perception  about The Body Shop's products are made by  natural elements.

Learning: campaigns and conferences.

Motivation & needs: contain natural ingredients.- against animal.

 Attitude & Personality: active - neat.

Lifestyle: Modern, natural.

5.7 Industry and Market Place:

5.7.1 Industry:

The Body Shop is belong to beauty and cosmetics  industry , where the industry is providing all beauty needs and services that meets the public needs, which it can be, hair products, skin products, Cosmetics, Deodorants and antiperspirants, Perfumes and colognes, Oral hygiene products, Sun care and nail care.

5.7.2 Shape of industry:

the beauty cosmetics industry  has expanded more wider around the word, because it becomes as one of the humans necessary  needed, therefore its  industry  is always looking for natural element that can be provided to introduce a new products that can serve the public. the beauty cosmetics industry can be formed form the Makeup, skincare, and fragrance manufacturers, financial analysts, suppliers, and retailers, and  They use it to examine trends in retail product sales, emerging beauty brands, usage, and consumer behavior and attitudes . Furthermore, improving disposable incomes will allow consumers to spend more on nonessentials like makeup. Meanwhile, manufacturers will expand their product lines and geographic reach to take advantage of new market opportunities.

5.7.3 Marketplace:

the cosmetics industry has weathered the recession particularly well; taking into account that consumer spending has decreased considerably compared to pre-recession levels. The competition in the cosmetics industry, however, is very concentrated. Often times, competitors employ similar marketing strategies to capture an increasingly diverse market which means that  differentiation is all the more important.  Continued revenues suggest that The Body Shop

remains a primary choice for consumers in the cosmetic industry, but the company must continue to seek ways to tap into emerging markets and scan this marketplace for new trends that will contribute to both short-term portability and long-term revenue streams.

5.8 Competitive Situation

Direct Competitor :

 Aveda:  

founded in 1978 with the goal of providing beauty industry professionals with high performance, botanically based products that would be better for service providers and their guests, as well as for the planet. 

Aveda manufactures professional plant-based hair care, skin care, makeup, Pure-Fume™ and lifestyle products.

Origins:

Since 1990, we’ve been creating and innovating renewable, high-performance natural skincare that is powered by nature and proven by science – Formulated only with the most potent plants, organic ingredients and 100% natural essential oils, our long-standing commitment has always been to protect the planet, its resources and all those who populate it. 

Indirect Competitor :

Sephora:

Sephora is belong to beauty and cosmetics industry but  the products are not made by natural integrations.  

5.9 SWOT Analysis:

Strengths

• The Body Shop has experience, financial backing and expertise of .
• The Body Shop as a brand is well liked for its ethical and natural integration.
• Body Shop targets a niche market. By stating that it is not testing its products on animals and by appearing to have an ecological profile, it has appealed to customers with ethical issues
• Being the only shop in the shopping centre that sells ecological.

Weakness

• Loss of trust from different stakeholders in the supply chain (publications in press).
• Competitors are offering more natural cosmetics for lower prices.
• The Body Shop has same message with many other competitors which will make TBS easily forgotten.  

Opportunities

• Increased interest of men in their appearance.
• Body Shop can take advantage of L’Oreal’s experience in research methodology and efficiency in order to improve and develop their own existing products. 

Threats

• Unstable supplies of ingredients, materials and products.
• L’Oreal can prove to be harmful for Body Shop’s reputation. The public perception of Body Shop as ethical can be altered due to the fact that L’Oreal is considered to be unethical. 

5.10 Rotational of chosen The Body Shop as sponsor for the campaign:

According to  The Body Shop values shows that TBS is strongly supports all environment, animal and human rights issue in order to have good life. under Defend Human Right Value,  The Body Shop has helped to raise funds and global awareness of domestic violence. and here in Malaysia with  Women's Aid Organization, they have done many campaign to stop violence against women such as Stop Violence against Women campaign, 16 Days of Activism against Gender Violence Campaign , and many other  campaigns.

Therefore, that good known history and good perception of people about The Body Shop will help the campaign to success and deliver the message among the society more wider.