The Body Shop's Preparedness for Post-Pandemic Survivability: The Participation in Society and Environmental Issues
Main Article Content
Abstract
The existence of the Covid-19 pandemic has dramatically changed the conditions of the beauty industry. The beauty industry is a very interactive process with people trying, testing, and smelling the product. After the lockdown is enforced, like it or not, beauty products have to change direction into online selling. Online experience, sending out free samples, re-writing product descriptions, and improving images to encourage people to buy online. Additionally, the products offered should also be products that are safe to use, naturally-derived ingredients. Theory of Social Exchange Theory is used in this research to support the value chain of The Body Shop as a corporate campaign in society and environmental issues in pandemic.This research will emphasize one of the world's beauty products with the tagline "Enrich our Planet," The Body Shop. The method is qualitative research, where the researchers evaluate the Values Chain of The Body Shop. This study proves The Body Shop's readiness to face the post-pandemic survivability as posted strong revenue growth though during the Covid-19 pandemic. It can ensure that it survives because it pays great attention to society and its products' environmental issues.
Article Details
Authors who publish with Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia agrees to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
References
Binwani, K. J., & Ho, J. S. Y. (2019). Effects of Social Media on Cosmetic Brands. Khusboo, JB & Ho, JSY (2019). Effects of Social Media on Cosmetic Brands. Journal of Marketing Advances and Practices, 1(2), 1-10.
Blomenberg, A. (2019). Purchasing Products to Make a Difference: A Study of Corporate Social Responsibility, Gender, and Cosmetic Purchasing Behavior by College Students. University of Nebraska - Lincoln.
Brücher, M. (2015). The Sustainable Supply Chain of The Body Shop and the Company’s Approach to the Complexity of Fair Trade. Cologne Business School (CBS). Retrieved from https://www.academia.edu/26253545/The_Sustainable_Supply_Chain_of_The_Body_Shop_and_the_Companys_Approach_to_the_Complexity_of_Fair_Trade
Crognoletti, C. (2014). Beauty with Heart: The Values Chain by The Body Shop. Green Light for Business, [http://www.gl4b.org/2014/05/beauty-with-heart-values-chain-by-body.html], accessed April 2021.
Griffin, E. M. (2009). A First Look at Communication Theory [8th ed.]. New York: McGraw-Hill
Handley, L. (2020). DIY treatments and a digital pivot - here’s how beauty industry coped with the coronavirus. Retrieved January 20, 2020, from https://www.cnbc.com/2020/07/13/heres-how-the-beauty-industry-coped-with-the-coronavirus.html
Hardhiyanti, Y., & Rasyid, U. N. (2018). Komunikasi Bisnis Berbasis Etika Lingkungan Sebagai Csr the Body Shop Indonesia. Bricolage: Jurnal Magister Ilmu Komunikasi, 3(02), 103–117. https://doi.org/10.30813/bricolage.v3i02.925
Howieson, J., Lawley, M., & Hastings, K. (2016). Value chain analysis: an iterative and relational approach for agri-food chains. Supply Chain Management: An International Journal, 21(3), 352–362. https://doi.org/10.1108/SCM-06-2015-0220
Kaplinsky, R., & Morris, M. (2000). A Handbook for Value Chain Research. Institute for Development Studies: Brighton, UK. University of Sussex, Institute of Development Studies. https://doi.org/10.1057/9781137373755.0007
Leonidou, C. N., & Skarmeas, D. (2017). Gray Shades of Green: Causes and Consequences of Green Skepticism. Journal of Business Ethics, 144(2), 401–415. https://doi.org/10.1007/s10551-015-2829-4
Likhareva, E., & Kulpin, S. (2018). Social media influrnce on consumption in beauty industry: modern studies. Стратегии развития социальных общностей, институтов и территорий. Т. 1.—Екатеринбург, 1(4), 256-261.
Lim, A. (2020a). Eco retail-tainment: Sustainability “key” to long-term growth in travel retail - L’oreal. Retrieved January 5, 2021, from https://www.cosmeticsdesign-asia.com/Article/2020/08/18/Derma-and-natural-beauty-trends-are-here-to-stay-post-COVID-19-BASF
Lim, A. (2020b). Safety and comfort: Derma and natural beauty trands are here to stay post-COVID-19. Retrieved January 5, 2021, from https://www.cosmeticsdesign-asia.com/Article/2020/08/18/Derma-and-natural-beauty-trends-are-here-to-stay-post-COVID-19-BASF
Littlejohn, S. W., & Foss, K. A. (2009). Encyclopedia of Communication Theory. California: Sage Publications Inc
Man, Q., & Rahman, J. M. (2019). The impact of cosmetics industry social media marketing on brand loyalty: Evidence from Chinese college students. Academy of Marketing Studies Journal, 23(2), 1-15.
Martel, A., & Klibi, W. (2016). Designing value-creating supply chain networks. Designing Value-Creating Supply Chain Networks.Springer. https://doi.org/10.1007/978-3-319-28146-9
Office of the United Nations High Commissioner for Human Rights. (2004). Human Rights Defenders: Protecting the Right to Defend Human Rights - Fact Sheet No. 29. Human Rights Fact Sheet Series. Retrieved from https://www.ohchr.org/Documents/Publications/FactSheet29en.pdf
Parmar (2019). A Study of Social Media Marketing Campaign of Selected Cosmetic Brands. International Journal for Research in Management and Pharmacy, 8(4), 41-48.
Porter, M. E. (1998). Competitive Advantage: Creating and Sustaining Superior Performance (Republishe). New York, NY: Free Press.
Sabami, D. R. (2018). Tingkat Pengetahuan Konsumen The Body Shop Surabaya mengenai Kampanye Forever Against Animal Testing. Widya Mandala Catholic University Surabaya.
Sachitra, V. (2016). Review of Competitive Advantage Measurements: Reference on Agribusiness Sector. Journal of Scientific Research and Reports, 12(6), 1–11. https://doi.org/10.9734/JSRR/2016/30850
Smit, A. J. (2010). The competitive advantage of nations: is Porter’s diamond framework a new theory that explains the international competitiveness of countries ? Southern African Business Review, 14(1), 105–130.
Sorenson, D., Henchion, M., Marcos, B., Ward, P., Mullen, A. M., & Allen, P. (2011). Consumer acceptance of high pressure processed beef-based chilled ready meals: The mediating role of food-related lifestyle factors. Meat Science, 87(1), 81–87. https://doi.org/10.1016/j.meatsci.2010.09.006
The Body Shop International PLC Values Report. (2011). The Body Shop Striving to Be a Force for Good. Retrieved from http://www.thebodyshop.com/content/pdf/global-values_report.pdf
Véronneau, S., & Roy, J. (2009). Global service supply chains: An empirical study of current practices and challenges of a cruise line corporation. Tourism Management, 30, 128–139. https://doi.org/10.1016/j.tourman.2008.05.008
Wahyu Mila Sari, P., Sushanti, S., & Wiranata, I. M. A. Wi. (2015). Upaya the Body Shop dalam Mendukung Penerapan Prinsip Fair Trade di Bidang Lingkungan dalam Aktivitas Bisnisnya. Jurnal Hubungan Internasional, 1(3).
Zich, R. (2009). Application and Development of the Success Ability Concept within Investigation of Competitive Advantages of Company. In Proceeding of the 9th International Conference: Liberec Economic Forum 2009 (pp. 432–442).
UKEssays. (2018). Cultural Values of The Body Shop. Retrieved from https://www.ukessays.com/essays/commerce/cultural-values-of-the-body-shop-commerce-essay.php?vref=1.
Kusumawati, D. P. (2009). Pengaruh Cause Related Marketing (CRM) terhadap Loyalitas Merek The Body Shop. Skripsi. Jakarta: Universitas Indonesia
Sari, P. W. M., Sushanti, S., & Wiranata, I. M. (2015). Upaya the body shop dalam mendukung penerapan prinsip fair trade di bidang lingkungan dalam aktivitas bisnisnya. Jurnal Hubungan Internasional, 1(3).