The Body shop is a great example of Competitve Advantage. The Body Shop ‘Greenwash Image’ has attracted and maintained a strong customer base and long term loyal employees for over 30 years.
In the Cosmetic Industry many businesses have not made the transition from Industrial Capitalism to Natural Capitalism and companies such as Almway and Dr Lewins do not use natural ingredients and above all do not have a focus on environmental protection.
The Body Shop was founded in the UK in 1976 by Dame Anita Roddick, they now have over 2,100 stores in 55 countries, with a range of over 1,200 products, all animal cruelty free, and many with fairly traded natural ingredients. The Body Shop has been very successful and expanding world-wide and proved to be more competitive by being more sustainably driven.
With reference to their website . They mentioned their business runs on passion, and five values; Protect the Planet, Support Community Trade, Against Animal Testing, Defend Human Rights , govern all that they do, from reducing their carbon footprint to ordering envelopes. They believe , there is no other way to work. After all, when you believe in what you do, you do it better.
Companies that do not reflect their peoples best vision and values in their actions will wither in the market place.