We decided to carry out some market research and find out from the target audience of The Body Shop what words come into mind when thinking of the brand. These above are our results. The key words that stick out from this focus group are as follows ‘Natural’, ‘Ethical’, and ‘Vibrant’ which mainly encompasses what The Body Shop brand is all about.
Here is a quote from The Body Shop’s founder and visionary Anita Roddick. It is clear to see from this quote that she believed her products were more than just a mark up or how much profit she could make on them, she wanted them to benefit the community and society on the whole. She was instrumental in the banning of Animal Testing in 1997, as well as the European Union ban on Animal Testing which occurred in 2009. She was a driving force in campaigning for green issues, and brought the idea of ‘green’ to the high street before it was perceived as necessarily being ‘cool’ to do so. Aside from The Body Shop, Roddick also created the charity ‘Children on the Edge’, a charity which specifically looks to help vulnerable children and those affected by conflicts/HIV and Aids, this was as a result of her visiting Romanian Orphanages.
The first Body Shop store was founded and opened in Brighton in 1976, this was after Roddick has taken a £4,000 loan to facilitate this. She had no previous history within business but she believed that her products being ‘natural’ as their USP would be successful. Initially the products were sold in re-usable containers and the containers would be labeled by hand. Customers were encouraged to re-use the containers and were offered discounted rates for bringing them back and having the same containers refilled. A further sign of The Body Shop’s humble beginnings was its now iconic Green colour scheme, initially the shop was painted green as it was the only colour that could cover the condition of the walls which were suffering from damp, and were mouldy. By 2004, The Body Shop Brand was voted as the second most trusted brand in the UK, and had over 70 million customers to its name.
The Body Shop has 5 core values that are a part of their whole production, distribution and promotion process. They also support these causes away from the cosmetic industry through campaigns and charity. All Body Shop products are 100% vegetarian and 100% Cruelty-Free. 45% of customers are prepared to pay more for ethical products 83% of customers are more likely to choose a retailer that takes social & environmental issues seriously.75% of customers believe it’s important to have a clear position on current issues like resourcing and human rights.
Lush has a uniqueness over The Body Shop in it’s adverts and the style used in them. Lush aims to center it’s own logo in the middle of their adverts so the user knows they are buying a LUSH product before they actually see the product itself. In doing this, the consumer of a LUSH product is buying into the brand first and then buying into the product. The above advert shows two LUSH products on either side of the logo, however mainly the consumer’s focus is on the LUSH logo itself. LUSH’s main aim through their adverts is to advertise themselves before their product. There is clear visual evidence of this in the advert above as the products are not really visible to the consumer in any great deal, but it is the LUSH logo that catches the eye of the consumer walking past, it is rich and bold in it’s visual presentation which then may or may not have an effect of enticing them to go and shop in a LUSH store. There is also a heavy use in LUSH adverts of their natural ingredients which play a pivotal not only in the composition of their products, and in their stores but also as part of their campaigns. LUSH use their ‘natural ingredients’ as a strength to advertise and instore offer their consumers live demonstrations on how their products are created, and which ingredients are used in the creation process. They have found a unique way of integrating their instore practices with their advertising, and their online social media. They use a similar model currently to that of The Body Shop, in that they do not advertise on Television instead they use their shop windows as a way of promoting their new campaigns and rely heavily on the maximising their use of social media. Here is an advertisement from another one of The Body Shop’s direct competitors Boots PLC. As well as using their shop windows to advertise Boots also use TV as a way of advertising their flagship No7 make up brand which is in direct competition with The Body Shop. Similar to The Body Shop, the NO7 brand is manufactured, produced, and sold by Boots. Here is a 30 second advert from one of No7 most recent campaigns; not only does it seek to advertise most of the products available from the NO7 range, using a range of models, and backgrounds. This makes it appeal to a wide range of consumers, young and old. In using the track ‘Sexy Lady’ by Jessie J it shows they are up to date and current and by having a range of females in its campaigns it aims to personify the name of the song as the message of the advert. This campaign is centered around the way women feel about themselves, and uses the product to state that wearing the makeup range will empower females to feel that way. The continuous use of close ups of the hands, and face, shows the range of products NO7 offers. The fact they use ‘normal women’, and not celebrities is another way they make it directly relatable to their consumer. Boots has been very successful with it’s TV advertisements especially during holiday seasons.
LUSH Cosmetics is one of The Body Shop’s closest competitors. It has anchored on a reputation to be quirky and unique. I am now going to compare the Social media figures of LUSH with that of The Body Shop. LUSH has 329,000 followers on Instagram, this is more than triple the amount of The Body Shop. On Twitter LUSH has 113,000 followers, again in comparison to the 44,000 registered by The Body Shop there is a massive gap. Facebook is another area in which LUSH obliterates The Body Shop with 613,000 likes compared to that of The Body Shop’s 243,000. It also has nearly 10 times the amount of YouTube subscribers at 48,000. Analysing these statistics it is clear to see that LUSH Cosmetics is far more effective in the use of it’s online social media than The Body Shop, and are using their success on social media as a way of connecting the physical and digital world’s and driving footfall in their stores which in the end equals profit. Speaking to a focus group on The Body Shop’s use of Social Media, the findings were as follows. 60% of people commented that ‘The Body Shop did not do enough to make you want to follow them’, with one participant commenting ‘Their really not that interesting enough to follow’. The social media aspect of our campaign aims to increase The Body Shop’s online presence making it easier and more visible for users to engage with The Body Shop online. By using the hashtags the Body Shop will become more noticeable to consumers whom are not The BodyShop’s “regular” and “faithful” customer base. Thus will make them inquisitive as to why the hashtag of our campaign is trending and engaging themselves with it by following the Social Media pages and from there coming instore, driving up footfall and purchasing products from The Body Shop range.
Above are the numbers for The Body Shop’s social media. As you can see they only have 10,000 followers on Instagram in which they show little clips on how to do makeup. There is very little on the what goes into the products or how they make a difference to the environment and wellbeing. The Body Shop UK’s Twitter account is not even verified, and at only 44,000 followers is quite simply not acceptable for a company of this size. Not only is the page hard to find, the fact that it’s not verified and there are several BodyShop accounts which makes it hard for the consumer to find which account it is that they need and are looking for. Facebook is another example of how social media is not being utilized properly 243,000 likes is impressive but it does not paint the overall picture. The Google+ page has 63,000 followers, and the YouTube subscribers are over 5,000. Initially these figures seem very impressive for a company of the size of the Body Shop and one that does not advertise on Television and relies mainly on in store advertisements but I am now going to compare these with that of one of the Body Shop’s closest competitors in Lush Cosmetics.
The Body Shop already has a strong online presence in comparison to some of its competitors with large followings on all of its social media channels. There is also good interaction between the social media channels for instance they all post links to the others and note content available on specific channels. However there is currently little concerted efforts to combine the consumer base in a cohesive marketing campaign. The only other areas where The Body Shop’s social media are let down is the lack of support for their other media marketing strategies and there is also little attempt at expanding. Most of their posts are quite passive in that they just display information to their followers; these people are already clear supportive customers of The Body Shop as they follow them online. What The Body Shop needs to do is start conversation and discussion using social media potentially causing the audience to grow. Currently most interaction with customers is dealing with complaints, which looks bad. This can be done by encouraging sharing on Facebook and retweeting on Twitter, spreading their posts onto further timelines. The Body Shop also make little use of the Hashtag function available on Twitter, Facebook and Instagram to promote campaigns or the brand. By using hashtags and sharing options social media can aid marketing and advertising campaigns hugely, tapping into a vast audience that other media such as magazine or television can miss, all for free.By taking advantage of the online resource for our advertising campaign it will not only strengthen the promotional reach but also build The Body Shop’s online presence, build the online consumer base, meaning easier work for later campaigns.
An important aspect of our ‘#TheBodySwap’ advertising campaign was to work on the Body Shop’s existing framework of the app they have on the Apple Store, and Google Play developing it to integrate itself with other social networks. The ‘selfie’ has become some what of a modern craze, and was even talking points of the Oscars when several stars assembled for a collective ‘selfie’. In correlation with one of The Body Shop’s five founding principals of ‘Self Esteem’ and being comfortable with the way you view yourself, we have decided to incorporate a ‘selfie’ section in the app, as we want not only to incorporate one of the founding values but also enable the user a more personalized experience. As a result of incorporating the ‘selfie’ feature it enables the user to see what the products will look like on with them wearing it. This is especially useful for makeup, and of course the colour crush lipstick range. The frame of the picture will feature a BodyShop logo. Users will be encouraged to share these on various forms of social media with their family/friends, and get them involved using the ‘#BodySwap’. This will then enter them into a prize draw to win a year’s supply of Body Shop cosmetics. The more times the user shares their selfies with a different photos and BodyShop the higher chance they have of winning the years worth of Body Shop cosmetics. Not only will this engage more users with the Body Shop brand, but it will also drive the online presence of BodyShop in social media which so far the company has not really conquered.
Having spoken to an app designer, above is an estimate of the cost of expanding the already existing Body Shop app across three mobile platforms Apple’s iOS, Android’s Google Play, and BlackBerry’s iOS10. The design stage would cost £7,000, with the Development implementing the changes at £39,000. Testing of the new feature would be £16,500 and the total would be £62,500. The new feature would mean the designer would have to develop the idea and the coding for inline with the existing BodyShop App, the desginer stated that as the App is already current and existing it the design process should not be much of a problem, and it would not be hard to implement the design across Apple’s iOS or Google Play as the majority of these handheld devices run on a touch screen system. He did however say it would be harder on Blackberry as the majority of their products tend to stick with a joystick control panel. The development process of the App, would be the most important and time consuming. The designer stated that this would take the most time as it is essentially ‘taking the idea from the design stages and drawings into reality and how it will be a fully functional operating machine’. Getting this stage right is vital, and concerns everything from the feel, look, and way the new feature will be used. The testing stage was the MOST important as the designer stated this is when you incur the most problems because sometimes an App is fine running on a small basis, but when you release it, to be used you notice bugs and errors, and sometimes users encouter faults that you have to work to rectify. Although for a brand the size of The Body Shop this should not be a problem as the infrastructure is already there, with an existing app however you have to be careful that the new feature does not derail the existing features of the App. With all the costs included the proposed new feature will come to a total of just under £63,000.
The long lasting Eau De Parfum described as the ‘Everyday Perfume’, it has positioned itself as one of the Body Shop’s most iconic, best selling, and longest running products. The product was initially sold to The Body Shop founder Anita Roddick by someone in the street, liking the smell of the ‘musk’ she positioned to make the it available for purchase but not before changing the ingredients. One of the key components in producing the signature ‘Musk’ is using cow testicles in order to generate the smell, and to this day it is a technique and method still used by many perfume manufactures around the world. However as this is against one of the founding principles of The Body Shop, it was replaced by natural sourced ingredients and to this day The Body Shop are the only company that produce their own ‘musk’ on a large scale basis sourced from natural content without using animals. A 30ml bottle retails in store at the price of £13.00. The product contains a mix of Lily, Iris, Rose, and Vanilla and heralds itself on being one that unlike designer brands is ‘cruelty free’. The product has evolved over the years from it’s original ‘white bottle’ design, but has kept it’s very loyal consumer base, while adding a newer generation of users. The Musk range was a contributing factor into the early success achieved by Anita Roddick. Such is the success of the product that every year, The Body Shop releases a Limited Edition version of the Musk fragrance. The ‘Colour crush’ lipsticks are a new range of lip sticks offered by The Body Shop. Realising that most women tend to end up eating their lipstick, The Body Shop created the ‘Colour Crush Lipstick range’. It is the only extensive lipstick range that uses such a wide variety of shades with natural ingredients and content. The lipstick is available in over twenty five shades, and each shade is given a relatable name to that shade e.g. Red Siren, Enraptured Red, Blushing Pink.One of The Body Shop’s main concerns was other brands using a form of plastic in their lipsticks which not only was not environmentally friendly, but it was also not very consumer friendly. In order to sell this range in their stores The Body Shop replaced this with a natural source in this case Bees Wax, and Honey. They have also gone to the lengths of making this Colour Crush Lipstick edible; because a staggering 87% of women tend to end up ‘eating’ the lipstick they have on their mouth. The Body Shop wanted to make it safe for their consumer, so even if they did end up consuming it, it would be perfectly fine. Due to the cost of the natural ingredients that goes into producing the lipstick, one lipstick is sold at £10 for 3.5gram of lipstick. Initially upon the release of the product The Body Shop had British singer Leona Lewis as it’s ‘activist’ anchoring the campaign of the new range. The main positives from feedback of the product are it’s striking tone, the texture of the product and it’s ability to not ‘dry’ out, finally it’s value for money.
The Nutriganics range of products received it’s name from the ingredients used in the products. The reason it is called Nutriganics is because 11 of the ingredients in the products are from Organic sources, with the other six coming from community trade projects. Meaning 99% of the ingredients come from natural ingredients. The Drops of Youth serum comes in a bottle which then comes out in drops and is applied over the face. It’s principally used by consumers whom have pigmentation issues, and suffer from sensitive skin. The product aims to protect the consumers’ skin from natural causes e.g. UV Light and other antioxidants. The target age range for people that tend to buy this product are late twenties to early thirties. As a result of using the product The Body Shop consumers note a visible difference in the texture of their skin leaving it more radiant and healthy. It is another one of the Body Shop’s best sellers, and is sold at £22.00 for a 30ml bottle, or £28.00 for a 50ml bottle. The ‘Body Butter range’ is one of The Body Shop’s best selling products, and is the number one seller in their whole Bath and Body range. The idea of the Body Butter originated at The Body Shop and has since been replicated by several of its competitors. One of the main selling points, is that every Body Butter contains a community trade ingredient meaning that if it’s a Coconut body butter they would have cracked open a Coconut and poured the contents into producing the cream, and as a result it means they use the most purest ingredients when making the cream. A reflection of this can be smelt in the product, as there are over twenty versions of this product, the scent is a big selling point for The Body Shop. A Moroccan producer will crush fresh strawberries into the product, and will be paid for his services at a Community Trade Rate meaning again it directly correlates to the first of the Body Shop’s core values in ‘Supporting Community Fair Trade’. Again the success of the product has resulted in Limited Edition versions of the Body Butter, as well as ‘Duos’ which contain lotion in one half and Body Butter in the other. Different Body Butters are used for different skin types, and different needs e.g. Dry skin, greasy skin. The Body Butter retails in stores at £13.00 for 200ml, or £6.50 for 100ml. Such is the cost of sourcing the raw matireals( e.g. Coconut, Strawberrys, Papaya), The Body Shop could actually make a greater profit margin on these products, if it was to not adhere to supporting Community Fair Trade, yet the majority of the Body Butters are sold on this.
The Body Shop
“The business of business should not just be about
money, it should be about responsibility. It should be
about public good, not private greed”
– Dame Anita Roddick. Body Shop Founder.
About the Body Shop - Brand
1 The Body Shop was founded in 1976 by
the now deceased Dame Anita Roddick.
2 It now has 2500 stores in 60 different
3 The Body Shop has it’s own fair trade
programme which was created 20 years
4 In 2006 it was sold to L’Oreal for £652m.
The Five Core Values
① Support Community Fair Trade.
② Defend Human Rights
③ Against Animal Testing
④ Activate Self-Esteem
⑤ Protect Our Planet
The Body Shop believes in it’s values and
principles below are the list of it’s core values in
which it adheres to trade to:
The Body Shop has predominantly
focussed it’s advertising on voicing and
spreading their company values rather
than promoting specific products. This
can be seen in these examples from
previous ad campaigns.
This is Ruby, created in
1998 for The Body Shop’s
Self-Esteem campaign in
an attempt to challenge
the beauty industry's
While this series of adverts from 2010
do include Body Shop products their
main focus is sharing the ethical work
that the company does worldwide.
In 2003 The Body Shop
here against domestic
violence. No mention of
products or the brand,
just a small logo.
Previous Body Shop Campaigns
LUSH Cosmetics Online
• LUSH Cosmetics social media online numbers
are as follows:
• Instagram: 329k followers.
• Twitter: 113k followers – not verified.
• Facebook: 613k likes
• YouTube: 48,000 subscribers – 4/2/13.
The Body Shop Social Media
The Body Shop UK’s social media online
numbers are as follows:
Instagram: 10k followers.
Twitter: 44k followers – not verified.
Facebook: 243k likes
Google+: 63k circles
YouTube: 5,433 subscribers – 4/2/13.
The Body Shop
Videos of makeup tutorials
Videos & Photos of events they
Photos of product collections
Customers wearing their products
Run competitions to support events
46.6k Followers 11.9k Tweets
Third-party reviews of their products
Photos of customers wearing their
Talk directly to customers to resolve
issues and answer queries.
13k Followers 204 Posts
Promote new products
Promote new blog posts
Promote new videos on YouTube
Spread word of what’s happening on
their other Social Media feeds
5.9k Subscribers 2m views
Videos on the latest trends
L’Occitane en Provence
Information on Fair Trade work they are doing
Promote Social Media feeds
Photos of product collections
Online deals and promotions
Respond to customer complaints
57.5k Followers 12.3k Tweets
Retweet customers talking about them and their
Online deals and promotions
Promote magazine coverage of products
13k Followers 204 Posts
Photos of products
Photos of stores
Photos of sponsored events
Photos of magazine coverage
1.6k Subscribers 560k views
Product instructions and adverts
Background of products
How to pronounce L’Occitane
Talk about new trends and styles
Post make-up tutorial videos
Post new products
Support marketing campaigns
4k Followers 393k Tweets
Direct complaints and questions elsewhere
7.7k Subscribers 4.7m views
Interviews with customers
Make-up, nail and hair tutorials
Social Media Analysis
White Musk: Eau De Parfum
Eau De Parfum is a staple Body Shop
bestseller. This iconic scent contatins notes of
lily, iris, rose and vanilla.
As a product of The Body Shop it contains
cruelty-free synthetic musk.
Currently for sale at £13 in 30ml bottles.
Colour Crush: Lipstick
The Colour Crush Lipsticks come in
26 different high impact colours.
They all also have rich moisture and a subtle rose
scent. The Marula Oil used in this product is
sourced from a Fair Trade Co-Operative in
Currently for sale at £10 each.
Aloe Body Butter:
This Body Butter melts straight into skin, leaving it
soft and smooth for 24 hour hydration. Perfect for
sensitive skin, it is fragrance, colour and
The Aloe Vera used is organic and harvested Fair
Trade in Guatemala.
Currently for sale at £13 in 200ml tubs.
The Body Shop – Ideal Consumer: Target Audience
Full Name: Lucy Thompson
Occupation: Head of Marketing at Louis Vuitton
Salary: £35,000 pa
Location: Chelsea, London
Transporting behaviour: Underground (Tube), Car (Audi TT)
Communication behaviour: Smart phone: iPhone 5, Social Media
Social lifestyle trends: Family dinners, skiing, travelling, going out for
drinks, shopping, fashion shows, beauty shows.
Shopping behaviour: High end fashion brands: Louis Vuitton, Mulberry, Dolce and
Gabbana, Tom Ford, Gucci.
Aspirations: Higher salary, rich, beautiful and glamorous, luxurious life, success.
Marital Status: Married for 4 years
Editorial interests: Cosmopolitan, Glamour and Vogue.
Level of readiness for change: Lucy is always up for anything that will better her
lifestyle, look or approach on life.
Brand user type: Lucy is a loyal brand user, once she finds a brand she loves, she
often sticks with them.
Campaign Marketing Strategies
- Re-inventing the design of products and shops
in order to make them feel more young and
- New brand positioning: To be known as the
cosmetic brand with ‘average prices’.
- To make people forget that it is under
L’Oreal, the Body Shop brand must stand alone
in order to look dominant.
- Product market specification: the beauty
brand that cares about social and economic
issues, healthy, clean and fresh products.
- New brand positioning: The brand with
quality cosmetics that actually works.
- The beauty brand that regularly interacts
with their consumers/followers online
(social media friendly).
- The beauty brand that are always offering
The Body Shop – Marketing Mix & Development
- Medium/High priced
- Pricing targeted towards
- Own website promotion
- Weak in promotion
- Promoting their care for
social/economic issues to
distinguish themselves from
- The stores are run on a
- Intense & selective
- Direct target: consumers
- B2C related
- The stores are run on a
- Intense & selective
- Direct target: consumers
- B2C related
- To promote products on more platforms
- To make the ‘more expensive then competitor’ pricing more
appealable by offering sales promotions, discounts and competitions
- Social media competition, to promote the Body Shop’s social media
accounts and products
- To build a stronger digital shopping experience online by creating a
bigger buzz for The Body Shop online than ever before. The
consumers should feel comfortable shopping online as well as in-
- To work on the product image, by giving the products a
‘transformation’ image, enabling consumers to believe that these
products will ‘transform their lives’
• The build up to Valentine’s day, Mother’s day and Christmas are hugely
lucrative times for The Body Shop. This however leaves a long period of
significantly lower sales between the months of May – October. Our
rational is to tackle this down period between holidays by revitalising
The Body Shop brand through a 3 media advertising campaign.
Campaign aims and objectives.
• To create a new “Transformational” brand identity for The Body Shop.
This is whilst simultaneously combating the company’s annual summer
down period, using a June campaign.
• Our financial objective is to increase the annual revenue of The Body
Shop over the summer period, June – August, by 10%.
• We also want to raise The Body Shop’s online presence, we want to see
a marked increase in consumer interaction with our social media pages
and use of our app.
The New Brand identity: The Body Swap
“Let us body swap you. Which side are you on?”
Stage 1 – The Undesirable Realm
Unemployed Bad Skin
Low – self esteem
Stage 2 – The Limbo Realm
Preparing for the
Budgeting – Campaign Production
Head Photographer: Amber Gray £650 – Portfolio link: http://www.ambergrayphotography.com/beauty/
Photographer’s assistants: Jamie Lee Chung & Amy Jane - £251 each = £502
Head Videographer: £1,050
Assistant video: Amber’s assistants - Jamie Lee Chung & Amy Jane - £251 each = £502
Project Director: £700.00
Lights operator: £200.00
Production Manager: £500.00
Production assistant: Evan Long - £251.00
Sound Mixer: £481.00
Art Director: £520.00
Art Director assistant: £290.00
Runner: Jonathon Envy - £148
Stylist: Cherrelle Douglas - £250 - http://www.cherrelledouglas.com/ (3 looks)
Assistant stylist: Nicole Douglas - £150
Hair Stylist: £259.00
Makeup Artist: Beauty By Anu, £375 - http://www.beautybyanu.com
Prop Buyer: £365.00 (Both Days) – Andrea Mcleeny from Gems Agen
Location(s): via Shoot Factory http://www.shootfactory.co.uk/
Scene 1 – Urban House, Stockwell, £352.00
Scene 2/3 – The Chantry House, Guilford - £375.00
Van: £250 for both days – Addison Lee van hire - http://www.addisonlee.com/
Model: £120 a day (8 hours) – 16 hours = £340
Anna @ Premier Models
Catering for the whole cast on both days: £200 - http://www.jjlocations.com/catering.php
Pretend family, Model Hire:
Car Hire (scene 3) - £650
Smoke bomb hire: £750
Dog hire: £250
Voiceover hire: £360.00
OVERALL PRODUCTION COST:
Budgeting - Marketing
Annual revenue of The Body Shop for 2012: £60 million.
5% = £3 million
Where are we going to market the campaign?
Magazines (Cosmopolitan, Vanity Fair, Glamour) = £387,703
App: Costs = £62,850
Youtube Advertising - £6,000
Twitter Advertising - £4,000
Daytime 09.30 – 5.30 (x4) = £8,000
Early Peak 17.30 – 20.00 (x2) = £32,000
1 whole day = £20,000
1 months of advertising = £1,200,000
QVC = £450,000
OVERALL MARKETING COSTS: £2,109,703
OVERALL CAMPAIGN COST: £2,120,994
From a Budget of £3,000,000 this leaves £879,006 left of the budget for maintaining the App and
social media for the rest of the year.
• Social Media – 25th May Sunday – 30th June
• App – 25th May Sunday 6pm
• Video Campaign – On TV 1st June – 30th June (Trailed on Social
Media from 25th May)
• Posters – In Magazines and Body Shop Stores 1st June – 30th June
(Trailed on Social Media from 25th May)
• Sales Promotions as tie in – Online 15th June – 25th July
In Store 25th June – 25th July