Case Studies

Issue No. 45 - Feb/March 2009

Body Shop adds belief to brand

Franchisee, John Phillips opened The Body Shop in Adelaide in April 1986 with some trepidation.

“Prior to that I was working as an Account Manager and Business Development Manager selling IBM computer systems. I also worked in a family wholesale business that my father started,” John says.

“The Body Shop stood out as something completely different and added a values philosophy to a commercial entity.

“The Body Shop was one of the first to operate on a triple bottom line model. It has proved hugely successful and something we see more and more business looking at.

“We were cautious and at the same time full of optimism because we believed in the brand and the concept.”

He says the late Anita Roddick hated the ‘Beauty’industry because, she said it played on fear and false promise of eternal youth.

“At The Body Shop now we use the caption ‘Nature’s way to beautiful’,” John says. “To me this speaks more about energy, positi...

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