The evolution of the body shop’s campaigns: before, during, and after L’Oréal’s ownership in alignment with UN sustainable development goals

The Body Shop, founded in Brighton, United Kingdom in 1976 by Anita Roddick is well recognized for being the first beauty brand that practiced sustainability reporting in 1996 and has launched numerous initiatives and campaigns to raise awareness about pressing environmental and social issues. To provide a framework for countries, organizations, and individuals to work together toward a sustainable and inclusive future, the UN announced 17 Sustainable Development Goals in 2015. This paper analyzes the relation between the Body Shop campaigns and the SDG goals. Through a comprehensiveanalysis and comparison of campaign narratives at distinct ownership periods, evaluating the Body Shop brand's dedication to sustainability and its contributions to SDGs. By looking into the evolution of campaign narratives, this paper seeks to provide insights into the brand's commitment to sustainable practices and its alignment with the broader framework of UN SDG objectives.