How Body Shop became one of the worldwide leaders in ethical cosmetics
Moës Steve - Servaes Aurélie - Nguyen Vinh Aurélie HEC-Ulg 2009-2010

Outline

1 2 3 4

• Company presentation • SWOT Analysis • Marketing strategy • Conclusion

1. Company presentation
• Operating in over 50 countries around the word
• 7,000 employees through a chain of 2,133 stores • Specialized in cosmetics made from natural ingredients • Mix of activism and marketing • 2006  owned by L’Oréal

2. SWOT Analysis
Strengths • Niche positioning • Low cost sourcing • Improving quality Weaknesses • Low pay • Against union

Body Shop
Opportunities • The Body Shop "at Home" • Entry into new markets • Increasing online sales Threats • Clashing ideology • Intense competition • Counterfeits

3. Marketing Strategy

• Against Animal Testing • Community Trade • Activating Self Esteem • Defending Human Rights • Protecting the Planet

3. Marketing Strategy

• Women, men (from teenagers to people aged nearly 45) and home • Associated with localization, lifestyle, personality, demographic & behavioural aspects

3. Marketing Strategy
• Major cities • Females from 20 to 45 years old • Medium to high income level • Deep social conscience and characterized by being self-assured, • Wishing to take care of themselves and looking for quality, service and ideology when they buy

3. Marketing Strategy
• Based on: • Being different from the rest • Niche market  natural based products • Emphasis on its ethical, social and environmental responsibility • Product differentiation

3. Marketing Strategy

• Has been improving packaging  now competitive position • Environmentally friendly packaging design

3. Marketing Strategy

• Through: • The Body Shop outlets • The Body Shop at Home  consultants

4. conclusion

• By matching the environmental friendly needs of consumers at the right time • By providing natural ranges of products with a real social