[00:00.00] CHAPTER FOUR Reading pages 62 and 63

[00:-1.00]The Body Shop

[00:-2.00]The cosmetics industry is involved in selling dreams.

[00:-3.00]It promises to make you younger and more beautiful.

[00:-4.00]It promises that all your dreams will come true

[00:-5.00]if you use a certain type of shampoo or face cream.

[00:-6.00]These dreams are sold to customers

[00:-7.00]by persuasive and expensive advertising campaigns.

[00:-8.00]Pictures of youthful girls are used to sell anti-ageing creams

[00:-9.00]to fifty-year-old women.

[00:10.00]The products are presented in carefully designed packaging,

[00:11.00]which itself may double the product's cost.

[00:12.00]The cosmetics industry wants to be sure that the products are not harmful.

[00:13.00]It does not want a customer to be poisoned by a lipstick,

[00:14.00]or blinded by a new type of eye make-up.

[00:15.00]If a product causes harm,

[00:16.00]the customer is likely to sue the company for millions of dollars.

[00:17.00]To avoid this,many cosmetic products are tested on animals

[00:18.00]to ensure that they are harmless.

[00:19.00]In some countries,

[00:20.00]the government actually orders the producers to test their products on animals.

[00:21.00]These painful tests include force-feeding,injections,

[00:22.00]applying the product to the skin

[00:23.00]or dripping it into the eyes of the helpless animals.

[00:24.00]The customers,of course,

[00:25.00]are not permitted to see this side of the business.

[00:26.00]In this way,selling safe products with beautiful packaging,

[00:27.00]and backed by powerful advertising the cosmetics industry pursues its single aim,

[00:28.00]which is to make money.

[00:29.00]And then came The Body Shop.

[00:30.00]In 1976 an amazing,unconventional woman called Anita Roddick

[00:31.00]decided to open a small shop in England.

[00:32.00]She ignored all the accepted principles of the cosmetics industry.

[00:33.00]And yet her shop prospered from day one.

[00:34.00]The Body Shop now has over 700 shops worldwide

[00:35.00]and her company has revolutionized the industry.

[00:36.00]Anita wanted to sell simple,natural products for the skin and hair.

[00:37.00]She thought it was immoral

[00:38.00]to make false promises about the qualities of her cosmetics,

[00:39.00]and so she explained the qualities(and limitations)of each products

[00:40.00]in simple,truthful language.

[00:41.00]She banned images of beautiful women in her shops,

[00:42.00]and promoted 'health' not 'beauty'.

[00:43.00]She thought that cosmetics should not be tested on animals

[00:44.00]and so she refused to sell such products.

[00:45.00]The Body Shop has campaigned against animal testing,

[00:46.00]and funded research into alternative ways of testing that new products are safe.

[00:47.00]She thought that packaging was unimportant.

[00:48.00]When some customers asked if they could refill their old bottles,she let them.

[00:49.00]This led to a refilling and recycling service

[00:50.00]which is unique in the cosmetics industry.

[00:51.00]In every shop,there is a 'Refill Bar'

[00:52.00]at which customers are allowed to refill their old bottles,thus saving waste.

[00:53.00]It is remarkable

[00:54.00]that The Body Shop has become a truly global business

[00:55.00]without ever spending any money on advertising.

[00:56.00]At first Anita attracted wide publicity by explaining her views

[00:57.00]and later by holding pro-environment campaigns.

[00:58.00]These helped the causes which she supported,and also publicized The Body Shop.

[00:59.00]All staff are encouraged to take part in local campaigns,

[-1:00.00]and to believe that profits,although important,are not the only aim of a business.

[-1:-1.00]INTEGRATED SKILLS page 67

[-1:-2.00]Exam tasks Task one

[-1:-3.00]Listen to the recording and complete the outline.

[-1:-4.00]A:Good afternoon and welcome to Small Beginnings.

[-1:-5.00]The programme in which we talk to top people in business

[-1:-6.00]and find out about how they got started.

[-1:-7.00]Today's guest is Roland Li,

[-1:-8.00]the founder and managing director of the Friendly Chemist Chen,

[-1:-9.00]which now has over 100 shops throughout the world.

[-1:10.00]Roland welcome to the programme.

[-1:11.00]B:Thank you,Lucy.

[-1:12.00]A:So,going right back to the beginning.

[-1:13.00]How did it all start for you.I believe your father had a chemist shop,too.

[-1:14.00]B:Yes,that's right.My parents came to Manchester in 1960 when I was ten.

[-1:15.00]At first,they worked in a fast food trade

[-1:16.00]but later,my father started a traditional Chinese medicine Shop.

[-1:17.00]There're a lot of Chinese people in Manchester,so he was quite successful.

[-1:18.00]A:Did your parents want you to join them in that business?

[-1:19.00]B:No.They wanted me to go to university I studied biochemistry.

[-1:20.00]And then after that I got a job in America as a research scientist,

[-1:21.00]working for a big drug's company,

[-1:22.00]But I find that some of my work involved testing medicines on animals

[-1:23.00]and I didn't like that because I'm very fond of animals.

[-1:24.00]After a couple of years,I couldn't stand it any more,and so I left.

[-1:25.00]A:And was that when you decided to open your first shop?

[-1:26.00]B:Oh,no.I just drifted around for several years.

[-1:27.00]I had lots of strange jobs.

[-1:28.00]I worked for a while as a laboratory assistant in a university

[-1:29.00]and I did some teaching.

[-1:30.00]I worked in a supermarket and even as a taxi driver,and then I got married.

[-1:31.00]A:What did your parents think of all these,Roland?

[-1:32.00]B:Well,they were rather disappointed.

[-1:33.00]They wanted me to be a big success but I was just going around in circles.

[-1:34.00]And they weren't very pleased when I married Jane.

[-1:35.00]Anyway,it was Jane who had the first idea for the Friendly Chemist really.

[-1:36.00]One day we were talking about my time in America,

[-1:37.00]and I was telling her about when I had to do those experiments on animals.

[-1:38.00]We realized that when you go into a chemists to buy some medicine,

[-1:39.00]you don't know whether or not it has been tested on animals you just don't know.

[-1:40.00]So then Jane suggested it will be a good idea if there was a chemist's shop

[-1:41.00]where you could go in and you could be sure

[-1:42.00]that none of the medicines had been tested on animals.

[-1:43.00]A:So that was the start of it?

[-1:44.00]B:Yes,we decided to start such a business ourselves

[-1:45.00]I had to do a lot of research about the different medicines.

[-1:46.00]But after a few months we had enough products to start the shop,

[-1:47.00]some were western medicines,

[-1:48.00]but we also included some traditional Chinese medicines

[-1:49.00]but we had two main principles for every product nothing was tested on animals,

[-1:50.00]and nothing was made from animal products

[-1:51.00]And a few years later,we added a third principle

[-1:52.00]None of our products could come from rare or endangered plants.

[-1:53.00]A:So,when and where did you actually open your first shop?

[-1:54.00]B:On...that was back in 1980,Lucy,in Manchester.

[-1:55.00]A:And was it successful immediately?

[-1:56.00]B:Yes,it was.We were very surprised in fact,

[-1:57.00]but it seems that lots of people care about the animals

[-1:58.00]and they were pleased to choose a medicine from our shop,

[-1:59.00]so we were quite busy form the first week.

[-2:00.00]One year later,we opened our second shop in London,and it just grew from there.

[-2:-1.00]Speaking pages 74 and 75

[-2:-2.00]A Saying numbers and dates

[-2:-3.00]Long numbers

[-2:-4.00]In long numbers,put and between the hundreds and tens.

[-2:-5.00]3,458 three thousand,four hundred and fifty-eight

[-2:-6.00]In reading a long number,the usual intonation pattern

[-2:-7.00]is that your voice goes up before the commas,and down at the end.

[-2:-8.00]3,550,640:three million,five hundred and fifty thousand,six hundred and forty

[-2:-9.00]Decimals We say point and then each number separately.

[-2:10.00]6.725 six point seven two five

[-2:11.00]22.22 twenty-two point two two

[-2:12.00]10.005 ten point zero zero five

[-2:13.00]Percentages

[-2:14.00]We read percentages as per cent.

[-2:15.00]27% twenty-seven per cent

[-2:16.00]8.25% eight point two five per cent

[-2:17.00]Money

[-2:18.00]We say the name of the currency after the numbers.

[-2:19.00]5,000,000: five million yuan

[-2:20.00]US$27,000 twenty-seven thousand US dollars

[-2:21.00]39,000,000 thirty-nine million pounds

[-2:22.00]Dates

[-2:23.00]We often write 4th May but we say the fourth of May.

[-2:24.00]Remember to pronounce the th sound clearly at the end of words

[-2:25.00]such as fifth,tenth and twenty-sixth.

[-2:26.00]the eleventh of December,nineteen ninety-three

[-2:27.00]Exercise A2

[-2:28.00]1.Worldwide,about 70,000,000 animals are killed each year for their fur

[-2:29.00]2.Tests on nine owl monkeys in the United States may lead to a cure for malaria,

[-2:30.00]which kills an estimated 1,200,000 children in Africa every year.

[-2:31.00]3.The first Body Shop opened on 27th March 1976.

[-2:32.00]The first day's sales were 130 pounds.

[-2:33.00]The trading profit in the six months up to 31st August 1991 was 10,480,000 pounds.

[-2:34.00]There were then 658 shops,

[-2:35.00]and a customer walked into a shop somewhere in the world every 0.7 seconds.

[-2:36.00]4.Ladies and gentlemen,I am pleased to report that last year our company,

[-2:37.00]Lucky Pet Food Limited,made a profit of US$629,051.

[-2:38.00]This was an increase of 37.89% compared with the previous years.

[-2:39.00]We sold 37,850,000 packets of dog biscuits,

[-2:40.00]compared with 29,050,000 packets last year.

[-2:41.00]Dog biscuits account for 48.84% of all sales.

[-2:42.00]MORE LANGUAGE INPUT(4) pages 79 and 80

[-2:43.00]A Reading

[-2:44.00]Merits and Demerits of Packaging

[-2:45.00]In our modern society,we have to rely on different kinds of services.

[-2:46.00]Packaging is just one of them.

[-2:47.00]Without packaging,many goods,especially food,could not reach consumers.

[-2:48.00]Packaging prevents perishable food from early spoilage.

[-2:49.00]As a result,

[-2:50.00]it prolongs shelf life and makes distribution possible to a greater distance.

[-2:51.00]The function of waste reduction is also evident in food packaging.

[-2:52.00]According to a scientific report,

[-2:53.00]food wastage can be as high as between 20% and 50%

[-2:54.00]in some areas because of poor or lack of packaging.

[-2:55.00]Appropriate packaging can cut this number down to 2 to 3%.

[-2:56.00]It is estimated that for every 1% increase in packaging materials,

[-2:57.00]food wastage decreases by about 1.6%.

[-2:58.00]Apart from practical functions,modern packaging also has aesthetic value.

[-2:59.00]Good are made more attractive and inviting.

[-3:00.00]And for the consumers,this makes shopping more enjoyable.

[-3:-1.00]However,the service of packaging does not always enjoy a good reputation.

[-3:-2.00]Sometimes,people cannot help but feel puzzled

[-3:-3.00]by the enormous packaging of some goods,

[-3:-4.00]which often prove to have nothing to do at all with the protection of the goods inside.

[-3:-5.00]Such packaging can only lead to misunderstanding

[-3:-6.00]and waste of money on the part of the consumers

[-3:-7.00]and more seriously,it can cause a great deal of damage to the environment.

[-3:-8.00]Perhaps it is difficult to decide

[-3:-9.00]whether the service of packaging has more merits or demerits.

[-3:10.00]It seems quite obvious that modern packaging ,

[-3:11.00]to a certain extent,reflects the inner quality of the people or company

[-3:12.00]who produce the products.

[-3:13.00]B Listening

[-3:14.00]Consumers should follow these precautions to protect themselves

[-3:15.00]and the quality of their cosmetics.

[-3:16.00]1.Keep the containers of skin protection products tightly closed except when in use.

[-3:17.00]2.Keep the products out of sunlight;light can degrade their quality.

[-3:18.00]3.Don't use eye cosmetics if you have an eye infection,

[-3:19.00]and throw away all products you were using when you first discover the infection.

[-3:20.00]4.Never add any liquid to bring the product back to its original state.

[-3:21.00]Adding water could introduce bacteria that could easily grow out of control.

[-3:22.00]5.Never share your cosmetics.

[-3:23.00]6.Throw the cosmetics away if the colour changes or an odour develops