Subscribe to Inc. magazine

Why The Body Shop Stopped Advertising

An anecdote about the Body Shop's first and last ad campaign.
Advertisement

The Body Shop International is well known for its adamant refusal to advertise its products. Less well known is the story of the one advertisement it did run, back in the early days of the company, when it was struggling to make ends meet by offering certain services in addition to its line of natural cosmetics. Noting that ear piercing seemed to be a bigger draw than cosmetics, Body Shop cofounder Gordon Roddick placed an ad in a local newspaper offering "Ear Piercing While You Wait." Thereafter Anita Roddick took over the marketing, and The Body Shop stopped advertising.

Last updated: Jun 1, 1991




Register on Inc.com today to get full access to:
All articles  |  Magazine archives | Livestream events | Comments
EMAIL
PASSWORD
EMAIL
FIRST NAME
LAST NAME
EMAIL
PASSWORD

Or sign up using: