'It's surprising that you suddenly drop your knickers and leap into bed with a big male corporation whose philosophy... represents everything you abhor' (Janet Street-Porter, IoS, 19 March).
Others were also sceptical: 'Oh Anita, it's not worth it,' sighed The Sunday Times (19 March), hinting L'Oréal just wanted to tick its CSR box. And the windfall the Roddicks will receive did not help: '£118m... because I'm worth it' (Daily Record, 18 March); 'No blushes as Roddicks take L'Oréal's £650m' (Western Daily Press, 17 March).
Yet Dame Anita's insistence that 'L'Oréal is willing to change' (IoS, 19 March) may prove correct. If she succeeds in ending animal
experimentation by one of the world's biggest cosmetics companies, then it may indeed have been worth it.
Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow.