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Unique and unconventional
獨特而異乎尋常的
Read this brochure to see how one company engages in a new way of doing business.
讀這個手冊，了解一家公司是如何從事新的經商途徑。
Like all industries, the cosmetics industry wants to make money.
像所有產業一樣，化妝品產業想賺錢。
It promises to make you younger and more beautiful.
它許諾讓你變得更年輕更漂亮。
It promises that all your dreams will come true if you use a certain type of shampoo or face cream.
它許諾如果你使用某種類型的洗發香波或面霜，你所有的夢想都會變成現實。
These dreams are sold to customers with persuasive and expensive advertising campaigns.
這些夢想被銷售給顧客，通過勸說和昂貴的廣告宣傳方式。
Pictures of youthful girls are used to sell anti-ageing creams to fifty-year-old women.
年輕女孩的照片被用來把抗老面霜銷售給五十歲的婦女。
The products are presented in expensive packaging, often doubling their cost.
這些產品包裝昂貴，這經常使它們的價格翻了一倍。
The cosmetics industry also wants to be sure that the products are not harmful.
化妝品產業還想確保其產品是無害的。
It does not want a customer to be poisoned by a lipstick, or blinded by a new type of eye make-up.
它不希望顧客被一支口紅所中毒，或是被新型的護眼品所弄瞎。
Its products proven unsafe, a company is likely to be sued for millions of dollars.
如果它的產品被證實是危險的，這家公司很可能要賠償數百萬美元。
To avoid this, many cosmetic products are tested on animals to ensure that they are harmless.
為了避免這樣的事情發生，許多化妝品用動物做試驗，以此來確保其無害。
These painful tests include force-feeding, injections, applying the product to the skin or dripping it into the eyes of the helpless animals.
這些痛苦的試驗包括強迫進食、注射、將產品涂抹在那些無辜動物的皮膚上或是把產品滴進它們的眼睛里。
Then came The Body Shop.
后來，美體小鋪誕生了。
In 1976 an amazing, unconventional woman called Anita Roddick decided to open a small shop in England.
1976年，一位名叫安妮塔·羅迪克的了不起、不尋常的婦女決定在英國開一家小店。
She ignored all the accepted principles of the cosmetics industry.
她擯棄化妝品界所有成規的原理。
Yet, The Body Shop now has over 2,100 shops worldwide.
然而，美體小鋪現在在全球已有2千1百多家商店。
Her company prospering, Anita revolutionized the industry.
她的公司日益興旺發達，安妮塔徹底改革了化妝品產業。
