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offered a line of products that promised benefits other than appearance - healthier skin, for instance - rather than simply a better-looking complexion. The company is known for pioneering the natural-ingredient cosmetic market and establishing social responsibility as an integral part of company operations. The Body Shop is known for its ethical stances, such as its monetary donations to the communities in which it operates, and its business partnerships with developing countries.In 1988, Roddick opened her first store in the United States, and by that time-through various social initiatives such as the "Stop the Bum campaign to save the Brazilian rainforest [the source of many of the company's natural ingredients] and strong support of employee volunteerism -The Body Shop name had become synonymous with social activism and global preservation worldwide.
[Paragraph 3] By the mid-1990s, however, The Body Shop faced growing competition, forcing it to begin its first major advertising initiative, the most prominent part of which was the "Ruby"campaign. The campaign was personified by Ruby, a doll with Rubenesque proportions who was perched on an antique couch and who looked quite pleased with herself and her plump frame. Randy Williamson, a spokesperson for The Body Shop, said: "Ruby is the fruit of our long-established practice of challenging the way the cosmetic industry talks to women. The Ruby campaign is designed to promote the idea that The Body Shop creates products designed to enhance features, moisturize, cleanse, and polish, not to correct 'flaws'. The Body Shop philosophy is that there is real beauty in everyone."We are not claiming that our products perform miracles."
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