Traackr has partnered with Scott Guthrie for the following interview. This forms part of our new global series “Influencer Marketing at Scale”. Other companies featured in the series include How Meliá Hotels International Scales Influencer Marketing Across 7 Brands and 4 Continents.
Dame Anita Roddick opened her first The Body Shop in Brighton, on the south coast of England in 1976. Today the British cosmetics, skin care and perfume company operates from 3,049 stores across 66 countries.
Last year the company was acquired by Brazil’s premier cosmetics company Natura after 11 years within the L’Oréal stable. However, The Body Shop retains its unique identity and values and continues to be based in the United Kingdom.
Though currently selling a range of 1,000 products the pioneering company is as well known for its good-cause campaigning as it is for its cosmetics and skin care products.
Its Against Animal Testing campaign led to a UK-wide ban on animal testing of cosmetic products and ingredients in November 1998, and the largest ever petition (four million signatures) being delivered to the European Commission in 1996.
In 1997, The Body Shop was the first international cosmetics company to sign up to the Humane Cosmetics Standard, supported by leading international animal protection groups. And in 2007 The Body Shop joined forces with MTV to raise funds and awareness about HIV and AIDS.
— Leer en www.traackr.com/blog/how-the-body-shop-works-with-influencers-to-drive-social-change-and-sales