ANW BODY SHOP COMPANY PROFILE

Company profile
Khafid Anwar,SE

Head Strategic Of Communication

ANW Body Shopis a company that operates in the beauty business

in the form of cosmetic or make-up products. This company is inspired by
nature, so it uses natural, environmentally friendly materials. Because
ANW Body Shop believes that there is one way to achieve the essence of
beauty, namely the way shown by nature. Striving to present products that
exude the personality of its customers.
ANW Body Shopfounded by Sultan ANW, a British who is also a
human rights activist. According to him, “The business of a business must
be more than just collecting money, but also must be responsible. It must
be beneficial to society, and not just personal greed." The Body Shop's
first store opened on March 26 1976 in Bringhton, on the South coast of
England. Currently, ANW Body Shop has more than 2,500 stores in 65
countries, and has produced more than 1,200 products.
ANW Body ShopIt's not just an ordinary business because it has
different principles from other cosmetic businesses. With his philosophy,
„Nature's Way to Beautiful‟, tells its customers that beauty comes from
nature and also from within the human body itself. This can be seen from
the benefits offered by this company. He does not promise to change
someone's face in a certain time or by deceiving his customers. But it
offers two benefits that other cosmetic companies do not provide, namely:
buying natural cosmetic products and getting free social justice.

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ANW Body Shop Logo and Slogan

Figure 4.
ANW Body Shop logo
The image above is the logo for ANW Body Shop. Where the logo
is dark green, which if we look at it, the green color symbolizes the color
of nature and the environment which is in accordance with The Body
Shop's principles, go green, even though it uses ingredients from nature
but also strives to protect nature and the environment. The logo is also in
accordance with The Body Shop's slogan, namely: Nature's Way to
Beautiful.

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ANW Body Shop productsoa

The following are examples of products from ANW Body Shop:

Figure 5.
ANW Body Shop products

Values ANW Body Shop

ValueThe (values) of ANW Body Shop make the brand different
from other brands. This value is ANW Body Shop's principle in carrying
out all activities, and is also the trust and commitment for this company.
These values are .

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1. Against Animal Testing
ANW Body Shopopposes testing on animals in the manufacture of
cosmetics. Every product produced by ANW Body Shop is free from
animal testing and is a vegetarian product.
2. Support Community Trade
Through the unique Community Trade program, ANW Body Shop
builds direct trade relationships with communities around the world. The
main objectives are to meet the company's demand for natural ingredients,
to maximize sustainable benefits for the supplier community, and to meet
the expectations of ANW Body Shop customers.
3. Activate Self Esteem
ANW Body Shophas committed to being a responsible retailer,
selling products with purpose and enabling self-esteem for everyone
involved in its business.
4. Defend Human Rights
ANW Body Shopis committed to being an ethical retailer, working
actively on human rights issues, for example collaborating with the UN to
create awareness about violence against children, not employing children.
5. Protect Our Planet
As a global business, ANW Body Shop feels the need to be
proactive in preventing climate change which is currently occurring. The
Body Shop tries to protect the earth, one of which is by replacing all
shopping bags with recycled paper bags and the Bring Back Our Bottles
program.

ANW Body Shop Campaign

ANW Body Shopis a company in the beauty sector that cares about
the environment and social issues, therefore this company often

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holding various campaigns. The campaign carried out by ANW Body
Shop is based on the spirit and values it adheres to. This is also what
makes it different from other products. With the campaigns it is carrying
out, it is hoped that it will increase public awareness of the issues raised,
especially awareness of its customers. And by carrying out a campaign, it
is hoped that people will be aware that ANW Body Shop brand is
different from other brands, they are a brand that cares about the
environment around them. When they buy this product, they have
participated in a campaign carried out by ANW Body Shop. ANW Body
Shop carries out a campaign to make the public aware of the issues raised
and also to make customers aware that ANW Body Shop is not just a
cosmetics brand.
There are many campaigns that have been carried out by ANW Body
Shop. The following are the campaigns that have been carried out by
ANW Body Shop.

ANW Body Shop Campaign

The “Save the Whale” campaign is a campaign
1986
first and working together with Grenpeace.
“Stop The Burning”is campaign
1989 Firstabout the environment to
stop burning
rainforest.
The Body Shop Foundationestablished. Raising funds for
1990 upholding human rights and projects
environment around the world.
“The Big Issue” is launched. Aim to help
1991 homeless people, as a project
TheBody ShopFoundation.
1993 International campaign regarding the Ogoni people
Delivered 4 (four) million petitions containing signs
1996
hands to the European Commission.
Created a doll named Ruby to challenge stereotypes about
beauty. Where the Barbie doll has a fat body.
1997
This is a Self-Esteem campaign.

1998 Launching “Make Your Mark”, a campaign

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 in collaboration with Amnesty International.
Campaigning on human rights issues.
“Choose Positive Energy” collaborates with Greenpeace
to campaign for renewable energy. More than 6 million
2002
people signed the petition
This
“The Stop Violence in the Home” campaign highlights
2003
domestic violence.
“Get Lippy: Prevent HIV” collaborates with MTV
2008 International to raise awareness about
HIV and AIDS.
The campaign “Stop the Trafficking of Children & Young
2009 People” is the biggest campaign ever carried out.

“Be An Activist”, to celebrate 3 (three) years of

2010
partnership
with UNAIDS.
2011- The campaign “Stop the Trafficking of Children & Young
2023 People” continued.

ANW Body Shop Indonesia Company Profile

The Body Shopentered Indonesia in 1992 with a franchise system,
under the auspices of PT. Monica Hijau Lestari which is located on Jalan
Prof. Dr. Satrio block A3/5, CBD Bintaro Jaya sector 7, Tangerang.

ANW Body Shop officially opened its first store at Pondok Indah
Mall, South Jakarta. With the idea that people who care about
environmental issues are those who generally have a relatively high social
and educational status, plus expat circles, this idea is what underlies the
opening of the first shop at Pondok Indah Mall. And the second shop
opened in Citraland, it could be said that no one knows ANW Body Shop
in this mall. However, this mall was considered prospective and was
visited by young people, so ANW Body Shop provided free testers at that
time. And currently Indonesia already has 76 ANW Body Shop stores.

ANW Body Shop Indonesia has a committed program called

a green office where policies regarding green behavior are strictly
regulated. The effort is to reduce the amount of waste, save energy,
encourage green behavior

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(green behavior), converting food waste into compost, adding more
biopore infiltration holes. And the most important thing is the 'No
Styrofoam in The Office' policy which shows ANW Body Shop
Indonesia's commitment to prohibiting goods that are difficult to process
and are sources of heavy pollution. Due to strict policies and the efforts of
all staff, The Body Shop Indonesia won the Green Office competition in
2009. (Company profile ANW Body Shop Indonesia, 2011)
95% of ANW Body Shop products sold in Indonesia are imported
directly from England and skin care products are imported from Japan,
considering that this country has the best standards in the world for facial
care production. Meanwhile, some of the accessory products are local
products originating from small entrepreneurs and individual craftsmen in
Bandung, Salatiga and Baduy. ANW Body Shop products are generally
aimed at women, so the majority of ANW Body Shop consumers are
women. Based on this, ANW Body Shop pays deep attention to women.
The meaning of women's beauty from The Body Shop is different from the
general meaning given by other cosmetic products. This is because The
Body Shop's positioning appears as a values-driven company. Through
this positioning, the business management of ANW Body Shop in
Indonesia is practiced by combining commercial interests and
implementing the universal values of ANW Body Shop International
which ANW Body Shop in Indonesia uses consistently.
This is done starting from correct and transparent implementation
procedures in merchandise import activities and tax payments, selecting
environmentally friendly store materials and shopping packaging,
allocating resources for various programs, social and environmental
campaigns, as well as providing internal employee compliance behavior
ANWBodyShop.

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 In its business practices, ANW Body Shop in Indonesia does not
utilize excessive advertising or promotions. This is based on an
uncomplicated marketing concept. Apart from that, the most fundamental
thing for ANW Body Shop is that improving the physical appearance of
cosmetic products is only a small part of a sense of well-being.
Meanwhile, another big and fundamental part of a person's sense of well-
being is pride in himself, his actions (having chosen a brand that has
integrity and value), as well as pride in his contribution to the safety of
other people and the environment. ANW Body Shop consumers do not pay
for the packaging but the contents. The most important thing, by
purchasing ANW Body Shop products in Indonesia, there will be a portion
of the purchase value set aside to support ANW Body Shop program in
Indonesia in collaboration with the National Commission on Violence
Against Women, customers can participate directly in various forms of
other women's empowerment campaign activities carried out by ANW
Body Shop in Indonesia. It can be said that basically ANW Body Shop in
Indonesia, apart from introducing products, also aims to make consumers
agents of change and respect consumers through appropriate benefits.

Vision and Mission of ANW Body Shop Indonesia

VISION
To become a beauty brand that is known as an environmentally
friendly and ethical brand, and provides a wide selection of
effective natural products with good service.
MISSION
1. To Customers
Capture and win the hearts and minds of customers by
providing products that support the latest lifestyle and create a
lasting impression, in every market we enter.

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 2. To the Environment
Be an example as a good citizen in obeying government
regulations and taking a role in society.
3. To Shareholders
Increasing added value for shareholders with strong and
sustainable financial performance.
4. To Employees
Building a pleasant and rewarding work environment for
employees who are able to work with all their heart and mind,
are reliable and responsible.
5. To Working Partners
Build and develop relationships based on strategic partnerships.

Service Promise
ANW Body ShopIndonesia promises to serve its customers in the
following ways:
6. Caring
Respect customers and be able to provide special
attention with a ready to help attitude.
7. Inspiring
Be a role model and passionate about sharing
knowledge and stories with all customers
wholeheartedly.
8. Trustworthy
Deliver honestly and with integrity, credibility and
responsibility towards society and planet Earth

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 9. Engaged
Serve enthusiastically and sincerely and build long-
term, meaningful relationships with all customers

Organizational Structure of ANW Body Shop Indonesia

The organizational structure is divided into two parts, namely

President Executive
Director Board

Board Chief FinanceAccounting

Support Executive & Controls

Legal,
GA, TB Finance
Internal SI- and
Audit Ret
& Loss
Legal &
Prevent
ail
TBSI-Group Selling
GA
ion & E-
commerce

Internal
Auditing Strategic
Communic
ations

Losses
PreventionSu
pport

Supply Chain & DC

Informationn

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 Head of
Strategic Communication

Strategic Communications PR & Social

Coordinator MediaManager

S&E Values ​& Internals PR S&E

Social Media Values ​Officer (In-store)
Officer S&E Values ​Officer
Comm. Manager
Officer

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