It was the first of its kind; a green, re-fill and re-use shop for soaps and lotions.

But now The Body Shop, which has around 200 shops including one in Trowbridge, has called in administrators, although the stores will keep trading until a final decision has been made.

A German company bought the operation for £207m in November but today (February 13) said it had been unable to revive the fortunes of the business after dismal trading over Christmas.

They have appointed an accounting company to look into how to salvage the brand, founded by the environmental and human rights campaigner Anita Roddick in 1976. It led the way against animal testing, customers bringing empty bottles and pots to be refilled in store and paying suppliers ethical prices.

Body Shop, which employs over 2,000 staff nationwide, also has shops in Bath and Bristol, at the top of Park Street.