Archive: A passion for ethical retailing

The Body Shop

With its origins in a single store on the south coast, The Body Shop was a force to be reckoned with during the 1980s, powered by Anita Roddick’s pioneering views. With other brands jumping on the bandwagon, however, its proposition was soon diminished and following its acquisition by Wella, it was ripe for rejuvenation.

Rare Breed was instrumental in The Body Shop’s revival. The repositioning and rebranding programme, re-established this forgotten high street icon as a champion of fair trade and ethical retailing. A bold ‘Made with Passion’ campaign was broadcast throughout all stores to re-establish Roddick’s belief that ‘business could be a force for good’ and was highly successful in securing the loyalty of a new generation of shoppers.