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The multilevel marketing program was known as “The Body Shop Direct” in Britain, and was first trialled in Australia in Gippsland in 1997. In 1998, the Australian division was featured in the Australian Financial Review for their motivational-based policy of funding unrelated courses for home distributors, such as tarot reading or French polishing. In 2003, Anita Roddick parted with her publisher HarperCollins, but despite this, planned to release two titles. She was advised that The Body Shop outlets would not stock the books, but that they would be made available through The Body Shop At Homeā„¢. That same year, Roddick predicted that the company’s home sales would fuel growth, and eventually exceed the sales of retail outlets.

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