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24.3.06

Because it’s worth it 

With the announcement that SA (a client) is acquiring plc, Chris MacDonald’s reaction was to check if the French company had an policy. He wrote, ‘L’Oreal’s , at least, includes no such commitment’ to —making him wonder if the two companies had compatible values.
   The are particularly good at managing individual , even brands of conflicting characters. The Body Shop may well flourish under the L’Oréal group, because of its resources, and my dealings with the company show that it combines administration, it will streamline , but it will leave the character of the brands intact.
   The problem is that the Body Shop has been a model of , and L’Oréal is not, even if it has CSR practices. Will some of the English company’s activities be at odds with its new parent? Will they be reined in? Because the Body Shop’s brand comes from its and the activities that it inspires.
   If L’Oréal does change the Body Shop’s activities, then it will turn its new brand into a joke—and CSR will be another “lip service” method with little real-world relevance. Somehow, I think one of the most profitable companies in the world won’t be that unwise: every parent is allowed one renegade child.
   Plus the optimist in me says this could be the start of CSR practices making their way across the L’Oréal group. Because you’re worth it.

Del.icio.us tags: L’Oréal | The Body Shop | social responsibility | CSR
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Update: Antony Mayfield blogs that the reaction has not been positive (though it depends on how the questions were asked).  
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Entries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.


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