TORONTO, ONTARIO--(MARKET WIRE)--Aug 27, 2008 -- A new survey released today by ethical beauty retailer, The Body Shop, indicates that in spite of the tough economic climate, ethics are as important as price with today's increasingly eco-conscious consumers.

In Canada the findings revealed that 77% of consumers are making more purchasing choices based on the corporate behaviour and ethics of a company than they were five years ago and 40% of those polled say that they make those decisions on a weekly basis.

Other findings included:

- 68% of respondents cite quality of goods and trust in the brand as their criteria for buying a product

- 34% say they purchase based on the ethical reputation of a company

- 35% say price and value is their criteria for purchase

Shelley Simmons, Director of Brand & Values Initiatives for The Body Shop in North America said of the findings: "A growing number of people are demanding more from the businesses that produce and sell the goods they buy. Not only do they feel they have the right to a high quality product, they want to know that the company they buy from is transparent and honest about how those goods reach the shelves."

"They want the story behind the product that assures them that the company has treated its suppliers fairly and that it has done its best to take into account its impact on the environment; and that perhaps someone has actually benefited from the manufacture of that product."

"The retail world is going to have to take notice of this powerful group of consumers. If they respond to the expectations of the eco-shopper everyone will benefit: Customers, suppliers, the planet and the businesses themselves. It is a win-win for everyone."

More than 9,600 consumers across the US and Canada took part in the survey during July 2008.

To encourage shoppers to "think ethical" when they purchase The Body Shop is launching a new initiative on Facebook to sign a "Together & Fair" Pledge. By signing up to the Together & Fair Pledge supporters make a commitment to tell at least one person a week about a new ethical product or service they have discovered.

Ms. Simmons added: "The power of the internet and word of mouth is immense. We know from our findings that personal recommendations amongst friends, families and colleagues are extremely effective."

"Our instinct is that there are many more people out there who would make ethical purchasing decisions if they had the information easily at hand."

"After all, we all have busy lives - our jobs, our children and families - and it can be difficult to find time to discover who is genuinely taking the ethical lead. Our new Facebook launch will encourage people to spread the word on retailers and businesses who are doing their best to support ethical initiatives that protect the planet and animals, stand up for human rights issues, support fair trade initiatives and make a positive difference. "

The Body Shop Together & Fair Pledge initiative launches on September 3, 2008

Signatories to the Pledge will be updated on the growing number of eco-consumers who commit to spread the word.

Founded in 1976 by a social and environmental activist, Dame Anita Roddick, on the basis of being a business model of positive social change, The Body Shop has been a pioneer of ethic behaviour in the beauty industry and beyond. The company has campaigned on causes ranging from the protection of whales and rainforests to human trafficking, promoting self-esteem, domestic violence and HIV and AIDS.

This year, The Body Shop celebrates 21 years of its Community Trade program, an initiative dedicated to providing a fair deal to suppliers in some of the poorest areas of the world. With Community Trade ingredients and accessories featuring across more than 60% of The Body Shop stores, the program benefits more than 25,000 people across the world.

From September there will be a new look to The Body Shop stores and online channels. Visually impactful, celebratory and informative, the new look communicates The Body Shop philosophy and its commitment to providing customers with high quality products as well as the chance to make a positive difference in the world.

Notes to Editors:

The Body Shop International plc is the original ethical cosmetics company, now operating more than 2,500 stores in over 60 markets worldwide. We strive to use our planet's resources wisely, searching for outstanding natural materials and ingredients from across the globe to include in our range of products. We continue to lead the way, sourcing sustainable palm oil, introducing 100% recycled packaging, and raising funds and awareness to help prevent the spread of HIV/ AIDS, and continuing to support suppliers in some of the poorest areas of the world through our Community Trade fair trade program.

For over 30 years The Body Shop has believed that business has the power to make the right kind of difference to the world. Our unique philosophy continues to drive everything we do, inviting our customers around the world to become 'activists', simply by choosing from our range of products. As Dame Anita Roddick said: "Activism isn't listed on The Body Shop labels as an ingredient, but it is there as surely as the bergamot and hemp oil".

The Body Shop around the clock

We've got all your favourite products to help enhance your natural beauty for 24/7 shopping, delivered direct to your door. Shopping with The Body Shop online couldn't be any easier. Visit www.thebodyshop.ca.

The Survey:

9,600 people took part in the Together &Fair survey during July 2008, with 6,442 respondents in the US, and 3,158 in Canada.

     Contacts:
     Strategic Objectives
     Adriana Lurz
     O: (416) 366-7735 x 267
     Email: alurz@strategicobjectives.com
      
     The Body Shop
     Laura Regu
     C: (647) 242-8922
     Email: Laura.regu@thebodyshop.ca
     Website: http://www.thebodyshop.ca