The collapse of The Body Shop shows that ‘ethical’ branding is not a free pass to commercial success
A success story for almost 50 years, The Body Shop started out as a small enterprise in a UK seaside town – Brighton.
- A success story for almost 50 years, The Body Shop started out as a small enterprise in a UK seaside town – Brighton.
- A selling point which once made The Body Shop stand out can lose its sparkle when it does not evolve in line with changing market conditions and consumer expectations.
- Claiming to be ethical has now become a popular approach for a wide range of modern businesses.
- The Body Shop’s demise illustrates the adverse consequences of not adapting or innovating its ethical branding.