Abstract
What is 'Body Shop' selling and what are the elements of its marketing strategy ? What gives Body Shop its competitive advantage in its sustainablility ? Why were the Roddicks able to spread their business out so quickly and successfully ? What do you think the future holds for the Body Shop ? Anita Roddick opened it first, in a cobbled back street in Brighton, England in 1976. The roof leaked and the ugly unpainted walls were covered with green garden lattice.The shop had lots of pine shelves but stocked only about a dozen inexpensive, natural cosmetics, herbal creams and shampoos sold in simple packaging; and so pot plants were placed between the products. Since then, the Body Shop has become a multinational company with a shop in every high street.
