MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY OPEN UNIVERSITY

SPECIAL TRAINING OF FACULTY

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CORPORATE SOCIAL RESPONSIBILITIES

CASE STUDY THE BODY SHOP REPORT

LECTURER: Van Thi Hong Loan

CLASS: QT20DBE01

GROUP: 2

Members:
Number Students Student’ID
1 Phan Nguyễn Thành Nhân 2054010491
2 Nguyễn Thị Thanh Ngân 2054010439

Ho Chi Minh City, March/2023

LECTURER FEEDBACK:

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TABLES OF CONTENTS:

ABSTRACT:.........................................................................................................................................3
I. INTRODUCTION:........................................................................................................................4
II. DESCRIPTION OF THE CSR PROBLEM:................................................................................6
III. STAKEHOLDERS:...................................................................................................................8
IV. STRATEGY AND TACTICS:..................................................................................................9
V. OPINION OF GROUP:...............................................................................................................11
1. Discussion:....................................................................................................................................11
2. Proposing a solution:...................................................................................................................12
3. Implementation of the CSR program:.......................................................................................12
VI. CONNECT WITH PRACTICE IN VIETNAM:..........................................................................13
Cocoon Viet Nam..................................................................................................................................13
VII. THE FINAL QUESTION:..........................................................................................................16
1. What is your definition of a social entrepreneur? How is it different from a regular entrepreneur?
Is this something that you see yourself becoming?................................................................................16
2. Is social entrepreneurship “the future of business” or a phenomenon that, ultimately, must give
way to ‘the supremacy of the profit motive’?........................................................................................16
3. What are the two main issues with social entrepreneurship highlighted in this Issue? Which of
these issues do you think is the most dangerous to the case for social entrepreneurship? Why?...........16
4. Think of an example of a corporation that you feel has been hypocritical in terms of its ethical or
CSR stance. What is your reaction to the company’s actions? Would you consider boycotting the
products of a company that you felt had acted in a socially irresponsible way? How about one you felt
had acted hypocritically?.......................................................................................................................17
5. Read the essay titled, “Body Shop Animal Testing Policy Alleged ‘a
Sham’(http://www.animalpeoplenews.org/94/8/body_shop.html). Then compare it with the Body
Shop’s website dealing with the same
issue(http://www.thebodyshop-usa.com/values/AgainstAnimalTesting.aspx). Which of the two
accounts do you believe? Does The Body Shop’s stance on this issue matter?.....................................18

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ABSTRACT:

This report, written on The Body Shop brand established by entrepreneur Anita Roddick,
revolves around the issues of corporate social responsibility that the company is building.
The first part is an overview of the information, the establishment process of The Body
Shop, and the affirmation of the company’s value to customers, the environment, and
corporate social responsibility. The second part describes and analyzes the social
problems that The Body Shop is facing with the campaign they are building to protect
people, animals, the environment, and society. Next is an overview of the stakeholders of
companies facing problems with the company and a description of its strategies and the
main campaign that the company is developing to improve its pursuit of the values that
the firm has defined. Next, our group will share its views on the problem that The Body
Shop has faced, offer solutions to solve the problem and draw lessons from the
implementation of strategies, campaigns on social responsibility, and practical contacts
with companies that implement social responsibility well in Vietnam. Finally, our group
will provide answers to the questions based on the case studies already available.

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 I. INTRODUCTION:

One of the most well-known cosmetic brands in the world and a success in the body care
industry is The Body Shop. They appear to be more than simply a typical body or hair
care retailer, with a notable contrast in brands, goods, tactics, etc. Additionally, The Body
Shop's founder is a well-known businessperson across the world. So, who is that
individual?

Anita Roddick is a businesswoman and the creator of the well-known cosmetic label The
Body Shop. Anita Roddick (1942–2007) was an English woman who was born in
Littlehampton and grew up with cafe-owning Italian parents. She has training as a
professor, so the chance to relocate to Israel to further her studies finally turned into a
protracted business tour around the globe. Before going inside the Body Shop, Dame
Anita had prepared a lot of things for her life (Anita Roddick, n.d.).

To support herself and her two girls while her husband was away in the US, she founded
the first The Body Shop store in Brighton's Kensington Gardens in March 1976. Anita
views starting up as a total transformation in her life and is convinced that doing so will
foster her capacity for original thought. She learned through running her first firm that
business is not the study of money but rather of exchange: buying and selling, producing
quality goods and services that people would pay for (Anita Roddick, n.d.).

In the same area where Roddick grew up, The Body Shop first opened. It was a modest
shop with only 15 items at the beginning and was painted a rather plain shade of green
(Anita Roddick, n.d.). When she took the time to learn and do research to develop the
items that The Body Shop offers today, she was inspired to start The Body Shop. This
inspiration came from more than just a financial necessity. She recalled that while
traveling across the world, she had observed ladies using skin-cleansing solutions derived
from plants and fruits that were more effective than those she had purchased at home.

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Natural substances were not frequently used at the time, and there were no affordable
skin care products available (Anita Roddick, n.d.).

The Body Shop bases its operations on environmental values. The Body Shop thus
recycles, stores, and reuses as much as it can. On the sleeves are the campaigns for The
Body Shop. In addition to not containing hazardous ingredients, its goods come from
plants that naturally grow on the ground rather than through commodities brokers. These
and other ethical consumerism concerns have been brought to light by The Body Shop,
along with the act of purchasing. The customer now knows necessary to make such wise
decisions (Louise Peskett, n.d.).The Body Shop quickly won over the public's sympathy.
The product line includes non-toxic materials that are simply packed and are at the
forefront of fair trade and ethical business practices. Body Shop products are both
animal-free and animal-product-free to save the environment (Louise Peskett, n.d.).

Globally, The Body Shop has social responsibility plans in place. Anita, The Body Shop,
Greenpeace, and other groups and people started an international awareness campaign to
spread the word about the connection between the burning of fossil fuels and climate
change in September 2001. Anita and The Body Shop Fund provided a grain butter
mowing and grain separation facility to aid with the initial phases. For the first time,
women in the Tamale region may work and earn a consistent income that they can use to
fund their education, health care, house renovations, and a variety of other expenses. Mrs.
Anita's commitment and that of The Body Shop have improved the lives of individuals
and society all around the world (Anita Roddick, n.d.).

Anita Roddick thinks that humans can act morally. Because of this, The Body Shop's
Mission states that the company is "dedicated to pursuing environmental and social
improvement." (Anita Roddick, n.d.). These businesses and their goods serve as a
platform for spreading awareness of environmental and human rights problems. Ms.
Anita Roddick has received praise for a variety of accomplishments because of what she
has contributed to society. She has won several prestigious honors, including the 1992
US National Association of Women Business Owners Business Leader of the Year and

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the Order of the British Empire (OBE) in 1988 (Anita Roddick, n.d.). The Body Shop has
grown into a multinational business with thousands of employees working toward a
single objective and sharing a common value because of her powerful motivation.
Because of this, the corporation has gained economic and propagandist clout, continuing
to operate outside the norm for the industry.

II. DESCRIPTION OF THE CSR PROBLEM:

The Body Shop, founded by Anita Roddick, has become a global retail force due to its
image as a progressive, conscientious campaign corporation, with statements such as
Animal testing for cosmetics is unethical, unnecessary, and should be prohibited,
according to The Body Shop: The Body Shop tells its customers that by purchasing one
of its products, they will improve the lives of women in developing countries, promote
animal rights, protect the environment, and strengthen social responsibility. Our
guarantee: “Today, we are still dedicated to: We use no supplier ingredients in our
products and maintain the same anti-animal testing policy as before”. And that is a given.
The Body Shop may not use animal-tested ingredients or even source from companies
that have tested on animals. However, the company continues to benefit from people's
knowledge. Others have used animals in the past to test similar ingredients and ensure
their safety for human consumption: Although Body Shop claims to be against animal
testing, it does not always make it clear that many of the ingredients in their products
have been tested on animals by other companies, causing a great deal of pain and
suffering to those animals. As a result, the company's claims of innocence regarding
animal testing are at best, dishonest and may mislead a sizable portion of its customers.

The Body Shop is based on CSR and the Organization has violated its corporate social
responsibility, and while it may not officially violate CSR, the company decided to use
ingredients and research previous knowledge into its products. Outside of the market,
they clearly understand that the implementation goal is not to provide genuine benefits to
society, but they continue to implement it. However, why did The Body Shop commit

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such violations that they are still known as Social Enterprises today? The Body Shop is
led by Anita, a highly regarded international entrepreneur whose success serves as the
vehicle for The Body Shop to "engage in social activities" for the world's society. Anita
and The Body Shop's dedication has improved the lives of people and societies all over
the world. Anita Roddick believes that businesses have the potential to do good. That is
why The Body Shop's Mission statement, "Dedicating our business to the pursuit of
environmental and social improvement," has ushered in an outstanding commitment
(Anita Roddick, n.d.).

One of the first issues the company focused on and became known for was its opposition
to the use of animals in the testing of human beauty products. (Werther & Chandler,
2013, #). The Body Shop is based on environmental concepts. The Body Shop has run
campaigns such as the campaign and the social program. Its products are not only free of
harmful chemicals, but they are also sourced from above-ground growers rather than
commodity brokers (Louise Peskett, n.d.). The Body Shop has brought these and other
ethical consumerism issues into the public eye. Because the company has successfully
attracted a large number of customers who believe in their environmental mission.
According to research, "although 85% of US consumers claim to buy green products, in
reality, less than 8% do so... [and although 8 out of 10 people go on holiday to consider
themselves 'environmentally conscious,' only 1 in 10 travels based on green
environmental considerations." (Werther & Chandler, 2013, #)

In other words, it is easier to understand why The Body Shop continues to exist as a
socially responsible business because, while The Body Shop continues to benefit from
the knowledge gained from others who have previously used animals to test similar
ingredients, The Body Shop also continues to benefit from the knowledge gained from
others who have previously used animals to test similar ingredients. They are vilified as
societal villains, whereas "social" entrepreneurs are admired for providing us with a line
of cruelty-free products that are simply packaged and untested. Animals were not used in
the testing, and no animal products were used. While it is critical to recognize the

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undeniable social value that for-profit businesses create, The Body Shop's track record is
equally impressive: Anita joined The Body Shop and Greenpeace in launching an
international campaign to raise awareness of the link between fossil fuel consumption and
global warming in September 2001. Ms. Anita and The Body Shop Foundation aided in
the early stages by supplying a crushing and nut separatory plant for shea butter
extraction - it was the first time that women in the Tamale region could earn their own
money. pay for schooling, medical services, construction, and home improvement, and
more on a regular and consistent basis (Anita Roddick, n.d.). However, that higher value
can be added without the damage that a traditional for-profit company's products, like
those of many others around the world, can cause.

It's worth mentioning here. In terms of social entrepreneurship, Roddick's criticism for
dealing with consumers throughout her groundbreaking career (and it's clear that she's a
successful woman who changed the UK business debate) highlights the double-edged
sword of a holier-than-thou attitude: Consumers must be effectively informed to
understand their enormous power and the importance of ethical shopping. There have
always been movements throughout history in which business was not only about
accumulating profits but also about the common good. We all want to work for a
company that gives back to the community. We want more than just a financial
investment.

III. STAKEHOLDERS:

The most important thing is not what the company claims to be because The Body
Shop has chosen a business path that goes hand in hand with social justice since its
inception. Consumers are only concerned with the perception that their products are
useful (Vittoria, 2017) but General recommendations covering how the company can
best engage in policy related to sustainability and each of the company's core values,
as well as establishing a corporate governance structure in which all responsibility
rests with:

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 Director Ms. Roddick for specific value goals emphasized:
Boldly ensure that the business is ecologically sustainable, meeting the
needs of the present without affecting the future but not just profits.
Contribute meaningfully to the local, national, and international
communities with which the company does business by adhering to a code
of conduct that ensures care, honesty, fairness, and respect. Campaigning
zealously for the environment, human rights, and an end to animal testing
in the cosmetics industry. When it comes to denying the full range of
violations, from animal testing of cosmetics to product ingredients, there is
no conscience and no responsibility to the consumer. Discuss the
opportunity with L'Oréal, which has issued a joint statement pledging to
end all animal testing of cosmetics.
L'Oréal, the company behind Maybelline mascara, Lancome lotion, and Armani
and Ralph Lauren perfumes:
Accepts full responsibility for the company's operations, as well as
criticism for being aware of the related The Body Shop lawsuits. to
manipulate the entire product market that The Body Shop has created. As a
company that has tested on animals, the ingredients remain unsupervised,
and the company has yet to demonstrate its commitment to any ethical
issues despite having announced the cessation of finished product animal
testing in 1989.

IV. STRATEGY AND TACTICS:

The Body Shop's approach is so different from those of its competitors that it places more
emphasis on the company's social initiatives and campaigns than on the caliber of its
products. In addition to the practical value, they obtain from The Body Shop's goods,
customers gain value from this social program and by connecting themselves to the ideals
they seek (cosmetics, etc.). The Body Shop prioritizes business ethics in its core beliefs
and has participated in projects like the "Stop Sex Trafficking", "Fair Trade Program",

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and "Animal Testing Campaign" to raise standards for its products and the environment,
among others. According to The Body Shop, it is immoral, unnecessary, and illegal to
test cosmetics on animals (Werther & Chandler, 2013, #).
In addition, The Body Shop implements a fair-trade program (manufacturing technology,
employee living costs, etc.) between its partners so that the products, quality, and price of
The Body Shop are always consistent, meeting the needs of customers (Vincensia, 2021).
And The Body Shop regularly launches environmental campaigns: customers will collect
old products and go to the store for a new one. This has attracted customers and
propaganda on environmental protection with each customer in this product promotion
campaign (Vincensia, 2021).

Some other departments disagree with this approach because they believe that The Body
Shop's social conscience is phony, in contrast to the customer's adherence to this ethical
stance. As a result, TBS has underlined the company's value (Brand Position Strategy) of
continuing to be fully assured in its implementation of the anti-animal testing policy.
These aids The Body Shop in demonstrating to customers the tenacity of the company's
efforts for user safety, environmental preservation, and animal welfare. Additionally, the
German government sued The Body Shop in 1989 for its sticker because it listed
substances in their goods that had undergone animal testing. The Body Shop has used the
information it learned throughout its investigation process to demonstrate and assert the
company's innocence about concerns about product testing on animals to address this
issue (Werther & Chandler, 2013, #) -Brand Position Strategy.

The Body Shop has profited from the experience of others who have used animals to test
components for products that are comparable to theirs and guarantee that the substances
are always safe for humans. And TBS has expanded and developed the finest possible
product by making use of the information and expertise they currently have (Werther &
Chandler, 2013, #)-Product Development Strategy.

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On the other side, Roddick was accused of being criticized for her resistance to animal
experimentation. Criticism of the two firms' use of animal testing increased when TBS
was sold to L'Oréal. But Ms. Roddick asserts that the main reason TBS and L'Oréal
collaborated was that both businesses share a commitment to social responsibility. This
has helped to advance corporate social responsibility, which is now stronger (Werther &
Chandler, 2013, #).

V. OPINION OF GROUP:

1. Discussion:
In our opinion, The Body Shop was successful when there were rational and
thorough solutions to the problems that it encountered. The Body Shop is proud of
its products, and the campaigns they pursue have made them outstanding
worldwide, helping them to make a big gap over their competitors. Thanks to its
special values, The Body Shop has made a profound impression on consumers.
The values, campaigns, and strategies that TBS implements are always directed at
people, society, the environment, etc., to help human life become increasingly
developed and more civilized. The Body Shop has also succeeded in proving that
its products are safe and are not tested on animals. Thanks to this, it is preferred by
consumers because of the level of safety, the clarity of the composition, and
especially the value that The Body Shop has asserted to consumers. And The Body
Shop believes this issue will be increasingly consumed by rapid new changes in
science and technology. Therefore, non-factual testing can quickly become the
dominant trend, and there has never been a better time to call for an end to animal
testing in cosmetics. Another key factor in the brand’s initial success was its
collaboration with non-profit organizations such as Greenpeace and its support for
organizations active in improving people’s human rights in third-world countries.
This, in addition to doing good for the global community with their support, is also
a great business move in the sense that brands become more attractive to potential

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 customers by giving the image of a brand that actively operates always towards
what is best for consumers and society.

2. Proposing a solution:

The Body Shop needs to clarify the ingredients in its products. Because their
ingredients have been really good for consumers when these ingredients are on top
of other products that have caused pain to animals.

The Body Shop needs to implement plans and send a message of awareness to
consumers because their perception of anti-animal testing is quite limited.

The body needs to implement stronger commercial campaigns to support trade for
local people or community projects that help third parties grow, not just form-
based propaganda.

Deep executive thinking changed some venture business moves, and a new and
younger manager and executive to bring the company back to a good state of
success.

3. Implementation of the CSR program:

Businesses need to set appropriate goals and strategies for social responsibility
activities rather than just engaging in discrete, moving activities that do not create
real value.

The establishment of CSR strategies contributes very important to the business’s

sustainable development strategy. Having a proper strategy for managing your
resources and products from the outset will help the company avoid serious
impacts on its reputation and business performance.

Social responsibility means that any brand should and must do things to ensure
that the processes and business cycle of the enterprise is sustainably developed.

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 Every CSR activity needs to be tracked and upgraded over time to see results.
CSR should not be a story of planning for a year but a question of what a business
needs to do for the next five years so that the next ten years can continue to grow
and do better in the future.

The implementation of CSR helps the enterprise not only implement sustainable
responsibility in every production activity but also increase the value of the brand
in the market and affirm the values that the company has put forward.

Having a good CSR strategy will help the business balance profit and social
benefits.

VI. CONNECT WITH PRACTICE IN VIETNAM:

Corporate social responsibility is becoming increasingly weak around the world. The
success of a business lies not only in the results of business operations but also in the
commitment and implementation of a company’s social responsibility. Today, more and
more people are concerned and aware that social responsibility is an integral part of a
business’s sustainable development goal. CSR activities are often implemented
continuously to bring the best benefits to employees. Social responsibility (CSR) will
bring many benefits, help promote brands, build public confidence, and increase the
competitive advantage of enterprises. And only those values that give meaning to people
and the community are the most sustainable because the interests of the enterprise depend
heavily on the benefits of society. In Vietnam today, many large enterprises have actively
integrated CSR into their production and business activities. Many programs and
activities have been carried out by these enterprises aimed at people, society, the
environment, etc. They are businesses:

Cocoon Viet Nam

Cosmetics Co., Ltd., Nature Story—Vietnam is the owner of Cocoon, one of the
few Vietnamese cosmetics companies that were made public in 2013. The brand

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Cocoon was created with the straightforward goal of providing Vietnamese people
with good skin and healthy hair using familiar, nearby materials that you use every
day. In Vietnam, Cocoon is the first company to produce vegan cosmetics without
first subjecting them to animal testing. Cocoon consistently develops goods
originating in Vietnamese nature, derived from plants of clear origin, enhancing
product quality, studying, and evaluating the source of raw materials, inventing,
and listening everyday thanks to its purpose and devotion to customers. In
addition, Cocoon actively participates in initiatives to save animals (Cocoon
Vietnam, n.d.).

Vietnamese-made cosmetics for Vietnamese people of Cocoon VietNam. Source:

(Ngưng tạo Quái Nhựa, 2022)

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These are the procedures:
Cocoon joins forces with the Asian Animal Organization to work together to
protect bears
The Asian Animal Organization (AAF) and Cocoon have teamed up to release a
limited edition of their dead skin-washing solution. A donation of 10,000 VND
will be made to the Asian Animal Welfare Fund in Vietnam for each limited-
edition Cocoon sale. With this effort, the Vietnam Bear Rescue Center hopes to
better the lives and general well-being of the bears that are being produced there.
(Tam Dao, Vinh Phuc). Cocoon and AAF have been identified in the ideals that
each group promotes as "protecting animals" to be allied with such a powerful
worldwide organization. Additionally, it is the first occasion that symbolizes
Cocoon's important advancement in fulfilling its obligations through actions that
are founded on values for animals (Phuc Kim, 2022).

Cocoon x AAF: Join forces to end elephant riding with Asian Animal
Organization

Together, Cocoon and the Asian Animal Welfare Organization (AAF) performed
an associated signing ceremony in Yokdon National Park: "End elephant riding
and develop friendly tourism in the North." The ceremony was part of continuing
humanitarian ideals for animals and continuing to work for the welfare of animals
in Vietnam. This project will continue to be developed from the combination of
the Cocoon and AAF philosophies to safeguard the South Korean elephant species
from its population reduction. As a result, Cocoon and AAF will work together to
introduce the "Restricted Skin Cleansing" worldwide segment for Green Coffee's
dead skin-washing goods. The items will be wrapped in a dark green "new shirt"
to protect an elephant family and to enable them to live happy lives without having
to exhaust tourist activities. This color represents the fresh jungles and woods that
are covered. To call and firmly inspire consumers and friends in common with the
organization to join hands to protect the elephant from the forest, starting with the

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 forest, the inscription "CAPTCHA DEVELOPMENT '' will be imprinted and
highlighted on each of these items. The first step toward restoring the life that
elephants originally had is when the necessity to ride one becomes unnecessary in
someone's eyes and is not used as a means of generating cash (Hoa Hong, 2022).

VII. THE FINAL QUESTION:

1. What is your definition of a social entrepreneur? How is it different from a

regular entrepreneur? Is this something that you see yourself becoming?

Social enterprise differs from traditional entrepreneurship in many ways. One keyway to
distinguish a traditional entrepreneur from a social entrepreneur is through the goal he
hopes to achieve. While the traditional entrepreneur aims to create a product, service, or
process for which a consumer will pay, the social entrepreneur aims to create a product,
service, or process from which society will benefit. In essence, traditional entrepreneurs
aim to create commercial value, while social entrepreneurs seek to create social value.

2. Is social entrepreneurship “the future of business” or a phenomenon that,

ultimately, must give way to ‘the supremacy of the profit motive’?

To be honest, social enterprise is the future of humanity, but it may not be in terms of
today. Because the desire for a long-term social enterprise is governed by the size of the
market customers, who are easily shaken. The second factor is the degree of influence of
which social entrepreneur founder will run and manage the company's goals, because
once this person sells the company or retires, the views and orientations change. makes
conflict more likely at some point. As a result, trust in the market declines, and the
original purpose is replaced by a profit goal.

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 3. What are the two main issues with social entrepreneurship highlighted in this
Issue? Which of these issues do you think is the most dangerous to the case
for social entrepreneurship? Why?

First, is there a market for compassion? Consumers will love a social product on the
market that is equivalent to a quantity sufficient to sustain the organization. In other
words, do consumers pay a CSR premium for a product?

And second, how can such organizations maintain their social mission and run practices
when the founder leaves or ownership is transferred to the parent company for profit,
which does not pursue the same goal with the same set of priorities?

The executive is the most important. Having an executive to steer the company in the
right direction is very important.

To maintain a business that always follows the responsibilities assigned to the operation,
the top executive of that business must always follow the set strategic goals. Must be
prepared to lose the CEO and possibly be replaced by someone who does not share the
same ideal goal because what the CEO controls—the company’s biggest moves—
accounts for 45 percent of a company's performance. 1 Despite the luster of the role,
serving as a CEO can be all-consuming, lonely, and stressful.

4. Think of an example of a corporation that you feel has been hypocritical in

terms of its ethical or CSR stance. What is your reaction to the company’s
actions? Would you consider boycotting the products of a company that you
felt had acted in a socially irresponsible way? How about one you felt had
acted hypocritically?

Coca-Cola Vietnam announced to stop advertising to support the fight against COVID-
19, but for those who believe that this business lacks a sense of community and is
"donating for the community", Coca-Cola's 7 billion VND dongs are really big and
precious. However, if you look back, this number is nothing compared to the 350 billion
VND that this "big man" owes in taxes over many years. Tax evasion is not only a

17
violation of the law but also shows a lack of business ethics and a shortage of
responsibility to the community.

By purchasing their products, you are supporting and contributing to a business so that
they can live long for society. With such a company, I will boycott by doing personal
work such as not purchasing or using products from that company, and then the larger
thing can call and inform everyone. through social networking platforms. It is the same
with hypocritical people; while their assistance may benefit others, they do so solely for
profit, and their benefit exceeds what they give. Then both deserve to be shunned and
isolated from our society.

5. Read the essay titled, “Body Shop Animal Testing Policy Alleged ‘a
Sham’(http://www.animalpeoplenews.org/94/8/body_shop.html). Then
compare it with the Body Shop’s website dealing with the same
issue(http://www.thebodyshop-usa.com/values/AgainstAnimalTesting.aspx).
Which of the two accounts do you believe? Does The Body Shop’s stance on
this issue matter?

To be honest, when I look at it, I trust the second website more, because Body Shop has
been very good at marketing and making consumers focus only on their products. From
the point of view of The Body Shop, it is very important to learn to focus on this strategy
to make consumers forget the wrong things they have done.

VIII. REFERENCES:

1. Anita Roddick. (n.d.). Dame Anita Roddick. The Body Shop Vietnam. Retrieved
March 27, 2023, from https://www.thebodyshop.com.vn/dame-anita-roddick
2. Cocoon Vietnam. (n.d.). Cocoon Vietnam. Retrieved March 27, 2023, from
https://cocoonvietnam.com/trang/cau-chuyen-thuong-hieu
3. Hoa Hong. (2022, October 30). Cocoon x AAF: Chung tay chấm dứt cưỡi voi cùng
Tổ chức Động vật Châu Á. Cocoon. Retrieved March 27, 2023, from
https://cocoonvietnam.com/bai-viet/cocoon-x-aaf-chung-tay-cham-dut-cuoi-voi-
cung-to-chuc-dong-vat-chau-a

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4. Louise Peskett. (n.d.). Dame Anita Roddick, Entrepreneur, Activist, and
Campaigner - Brighton & Hove Museums. Brighton Museum. Retrieved March
27, 2023, from https://brightonmuseums.org.uk/discovery/history-stories/dame-
anita-roddick-entrepreneur-activist-and-campaigner/
5. Phuc Kim. (2022, December 4). Tiến trình CSR 1.0-4.0. trends vietnam. Retrieved
March 27, 2023, from https://trendsvietnam.vn/tien-trinh-csr-tu-nhung-hoat-dong-
tu-thien-toi-viec-huong-toi-nhieu-gia-tri-cho-con-nguoi-dong-vat-va-hanh-tinh-
5569
6. Vincensia, S. (2021, January 22). Body Shop Retail Strategy – Global Business
Marketing. BINUS Business School. Retrieved March 27, 2023, from
https://bbs.binus.ac.id/gbm/2021/01/22/body-shop-retail-strategy/
7. Werther, W. B., & Chandler, D. (2013). Strategic Corporate Social
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