This document outlines a presentation for The Body Shop about their Shea body butter product. It includes sections on consumer insights showing people are motivated to purchase based on the brand being trendy, ingredients, and the product supporting fair trade and education. It describes the body butter and cosmetics market competitors. The target group is women aged 20-40 who care about themselves and economic/social issues. A persona of 22 year old Louise is provided as an example target customer. The document asks if they should communicate the green/sustainable aspects of the product and concludes it is not the main characteristic and social responsibility should be the focus of communication instead.

1. THE BODY SHOP
PRESENTATION
2

2. OUTLINE
• Consumer insight
• Product
• Market
• Target group
• Persona
• Should you communicate green for your
product ?

3. Consumer insight
Eco investment
– Biodegradable
– Waste limitation
– Protect water resources
Motivation for choosing this product
– A trendy brand
– The best ingredient for moisturizing
– Fair trade with a women association in Ghana
– Helps education

4. Product
Shea body butter
One of best seller of Body shop
PLC : maturity
Purchase decision category : emotion and
high involvement
Product category: skin care

5. Market
Cosmetics market
Strong competition
Main competitors: L’Occitane, Nux,
Origin’s, Caudalie, La Prairie

6. Target group
Women
From 20 to 40 years old
Working
Taking care of herself
Aware of economical and social aspects

7. Persona
Louise
22 years old
Single
Studies Law
Hobbies: tennis, yoga and cinema
Student job: babysitting
Values: fighting for human rights (women’s condition for example),
recycling

8. Persona
Reasons for buying a sustainable product
- Taking care of herself
- Buying a trendy but not to expensive product
- Engaging herself in a social and environmental cause
Knowledge: Advertisements, salesperson advice
Attitude towards sustainable innovations: Word of mouth
Decision: It corresponds to her values
Media behaviour: Likes the Facebook page, talks about it on a forum,
twitts about her body butter

9. Should we communicate
green?
No
It is not the main characteristic of our product
Communication on the social aspect
Product socially responsible
Examples : women from Ghana