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Abstract

This case is about the issue of sustainability rhetoric and greenwashing. In March 2006, The Body Shop International Plc, a retailer of natural-based and ethically-sourced beauty products, announced that it had agreed to an acquisition by the beauty care giant L'Oreal SA in a cash deal worth GBP652 million (USD1.14 billion). The announcement brought in its wake a spate of criticism against Body Shop and its founder, Dame Anita Roddick. This case discusses the reactions of consumers, activists, and corporate social responsibility (CSR) experts to the acquisition of Body Shop by L'Oreal. The acquisition throws up questions such as: Is Body Shop guilty of greenwashing? Does it have the influence to extend its values to L'Oreal. The case also looks into the issue of whether L'Oreal was trying to improve its own image and to buy CSR through this deal.

Teaching and learning

This item is suitable for postgraduate courses.

Time period

The events covered by this case took place in 2002-2006.

Geographical setting

Region:
World/global
Countries:
United States; United Kingdom

Featured company

The Body Shop International Plc
Industry:
Beauty care, cosmetics

Featured protagonist

  • Anita Roddick (female), Founder

About

Abstract

This case is about the issue of sustainability rhetoric and greenwashing. In March 2006, The Body Shop International Plc, a retailer of natural-based and ethically-sourced beauty products, announced that it had agreed to an acquisition by the beauty care giant L'Oreal SA in a cash deal worth GBP652 million (USD1.14 billion). The announcement brought in its wake a spate of criticism against Body Shop and its founder, Dame Anita Roddick. This case discusses the reactions of consumers, activists, and corporate social responsibility (CSR) experts to the acquisition of Body Shop by L'Oreal. The acquisition throws up questions such as: Is Body Shop guilty of greenwashing? Does it have the influence to extend its values to L'Oreal. The case also looks into the issue of whether L'Oreal was trying to improve its own image and to buy CSR through this deal.

Teaching and learning

This item is suitable for postgraduate courses.

Settings

Time period

The events covered by this case took place in 2002-2006.

Geographical setting

Region:
World/global
Countries:
United States; United Kingdom

Featured company

The Body Shop International Plc
Industry:
Beauty care, cosmetics

Featured protagonist

  • Anita Roddick (female), Founder

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