The Body Shop International PLC: Ruby campaignPatrick Hutchins
In 1976, when the cosmetics industry was making exaggerated claims about scientific advancements in skin care, Anita Roddick opened a store, The Body Shop, in a seaside town on the southern coast of England. Her product line, based on natural ingredients and age-old beauty secrets from Polynesia and the Amazon rainforest, was a vast departure from the patented laboratory-created, animal-tested products that promised to stop the aging process, eradicate dark circles under the eyes, and otherwise correct a woman's flaws. The products were plainly packaged, and they were not tested on animals and not promoted through extravagant advertising campaigns. In 1988 Roddick opened her first store in the United States, and by that time—through various social initiatives such as the "Stop the Burn" 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. The company had also become immensely profitable.