Body Shop brand history, USP, STP, Marketing and Advertising techniques, customer touchpoints, buyer personas, consumer journey for personas

2. The business of business should not be about
money, it should be about responsibility.It should
be about public good, not private greed.
-Anita Roddick

3. Agenda
● Body Shop History
● Body Shop Message, USP and
Products.
● Body Shop STP
● Body Shop Marketing and Advertising
Strategies
● Customer Touchpoints
● Body Shop Buyer Personas
● Consumer Journey for Buyer Personas.

4. Body Shop History:
● The Body Shop was founded in 1976 by
Dame Anita Roddick
● The Body Shop has nearly 3,000 stores
in more than 65 countries.
● It sells 1,000 different products in
company-owned and franchise stores.
● The Body Shop's donation of £230,000 to
start a weekly newspaper for the
homeless in London.

5. The Body Shop
Message, USP and Products

6. ● The Brand’s USP are its ethical and moral
values.
● Ethical values include half of their products
are mostly vegan and anti animal derived.
● From 2021, around 90% of plastic bottles
were made of recycled plastic
● By 2025, all bath, body and hair care
products will be 100% recyclable
● The Body Shop emphasis on ethical
consumerism, natural ingredients, and
cruelty-free products.
● Moral Values include Empowering women
and girls, promoting self love
● Colour natural green show their brand
message.
● Font Sans-serif also known as Helvetica
promote trustworthiness, reliability, and
authenticity.
Brand Unique Selling Proposition: Brand Colour and Font Type:

7. ● Skincare, haircare, makeup, bath and body care products.
● The brand became iconic mostly for its luxery creamy body butter.
Body Shop Products:

8. Segmentation,Targeting and Positioning
The Body Shop

9. ● Demographic: Women between the ages of
20 and 55. 72% of users are female.
● Occupation: Teens, working adults, and
housewives.
● Income: 31% of buyers have an income
between 8 LPA to 20 LPA.
● Quality and price: The Body Shop has a wide
range of products at different prices.
● Psychographic: Customers tend to be value
conscious and middle class.
● The Body Shop's main target audience is
women and men aged 20–55.
● Beauty and health conscious, animal lovers,
vegetarians, and vegans.
● Aware of economical and social aspects.
● Cosmopolitan customers.
Body Shop Segmentation: Body Shop Target Audience:

10. Brand Heritage
● Natural ingredients and products with
environmental concern and First company
campaign for anti animal test
The Body Shop Positioning
Brand Domain
● The target market is beauty and health conscious
women of higher income group, cosmopolitan
customers.
Brand Assets
● Packaging – carries bags were made of 100% recycled
paper and printed with water soluble inks
● Public relations – Collaborating with charity
foundations, United Nations, MTV, engaged in
awareness campaigns
Brand Values
● Defend human rights
● Support community fair trade
● Protect the planet
● Against animal testing
● Activate self esteem

11. Body Shop Marketing Strategies
Marketing Strategies:
● Selling products in-store, online, wholesale, and
through its direct selling program
● Promoting products and campaigns through video,
social media, and in-store content
● Prioritizing digital marketing, eco friendly stores,
and promoting their core values and self love.
● Their recent marketing campaigns are
#Be seen be heard, #Changemaking beauty,
#Self love street, # 2022 pride campaign
#Dreambig, #Ogani Campaign.

12. Advertising strategies:
● The Body Shop uses ethical influencer marketing.
● They also use social media, including Instagram and
Facebook.
● Their ads are usually shown on a peer's feed to gain
more engagement.
● The Body Shop has a presence on all major social
networks. Their social media strategy is based on their
ethical campaigning heritage.
● The Body Shop also uses environmental and social
campaigns to promote the brand.
● They target consumers who want natural and healthy
beauty products.
Body Shop Advertising Strategies

13. Customer Touchpoints: The Body Shop
Online:
● Website: Localized e-commerce platform
catering to the Indian audience.
● Social Media: Localized content on platforms like
Instagram and Facebook
● Marketing campaigns featuring Indian models,
festive promotions, and user-generated content.
● Advertisements on Apps like Nykaa, Myntra,
Amazon
Offline:
● Physical Stores: Spread across malls and
shopping centers in major cities.
● Events & Workshops: Localized events
celebrating Indian festivals, skin care in Indian
summers, etc.

14. Kama Ayurveda, Cetaphil,
Body Shop, Biotique, Plum
Preferred Beauty Brands
Urban Urvashi
Name
Limited natural products, does not
trust other beauty products, Lives in a
tier 2 city which has less body shop
outlets.
Pain Points
Nature Lover, Animal Lover,
Promotes Peace, Allergic to
artificial fragrances, Chooses
sunrise and sunset over partying.
Enjoys yoga, outdoor sports and
music
BIO
To lead a sustainable lifestyle.
To lead an organic life.
To maintain a skin care routine.
Goals
Instagram, Facebook,
Youtube, Snapchat, Jio Saavn,
MoneyControl, Inshorts
Media Consumption
Already used Body shop
products previously.
Nature lover and prefers natural
fragrance products.
Reason to Purchase
27 Years
Age
Entrepreneur
Occupation
13 LPA
Income
Urban Urvashi

15. Biotique, Himalaya, Spruce
Shave Club, Patanjali, Forest
Essentials.
Preferred Beauty Brands
Sustainable Surya
Name
Health conscious, Likes to
maintain skincare routine, enjoys
nature sports and hiking. Loves
wildlife and nature photography.
Supporter of sustainability.
BIO
To lead animal cruelty free life.
Visiting all wildlife sanctuaries
and promoting peace.
Goals
Instagram, Twitter, Facebook,
Youtube, Jio TV, Wynk,
Dailyhunt, Quora.
Media Consumption
Animal Lover and wants cruelty
free products.
Is interested in maintaining a
skincare routine.
Reason to Purchase
22 Years
Age
Design
Engineer
Occupation
8 LPA
Income
Sustainable Surya
Less Awareness of Beauty products,
hesitant to try new products as they may
damage skin.
Pain Points

16. ● Awareness: Learns about The Body Shop through
influencers like Jacqueline and Shefali Shah, Bollywood
endorsements, or friends.
● Consideration: Explores products online from websites
like Nykaa, Myntra and Amazon. Learns about the
cruelty free and natural ingredients of Body Shop
products.
● Decision: Visits Body Shop stores in malls for a
personal experience influenced by festive sales or
promotions.
● Purchase: Buys the product.
● Post-Purchase: Posts reviews of the brand on
Instagram and Snapchat, and advocates the brand to
friends and collegues
● Awareness: Learns about The Body Shop through
Body Shop Website, Animal Activist Movements,
● Consideration: Checks products online from Body
Shop website, reads reviews from platforms like
Amazon, Quora.
● Decision: Visits a website/store for demo about
products, influenced by offline experience makes
online purchase to gain discounts and coupons.
● Purchase: Buys the product.
● Post-Purchase: Engages with the brand online,
leaves reviews, and may participate in loyalty
programs.
Consumer Journey for Urban Urvashi
Consumer Journey for Sustainable Surya

17. Presented By:
Pratapa Sri Pujitha, Ravi Kumar Lama, Anish Karandikar, Deeksha Yadav