The Body Shop values natural ingredients, animal-free testing, and environmental and social responsibility. The document discusses The Body Shop's target market of well-educated women and men ages 18-55 interested in ethical products. It aims to reinvigorate the brand for existing customers and introduce it to new audiences. Research found low brand awareness, with many unaware of The Body Shop's stances. While values were important to consumers, convenience was a higher priority than environmental friendliness.

1. The Body Shop Cody, Ashley, Katye, Elisabeth

2. Introduction The Body Shop values natural ingredients, animal-free testing, environmentally friendly practices and a commitment to company values “ The way we do business, the way we make products, the way we source ingredients and the way we use our voice; we ’ re different because of our values” (thebodyshop.com).

3. Client The Body Shop Green initiative Ethical and environmentally friendly Involved in social issues Campaigns: Activate Self-Esteem Against Animal Testing Support Community Trade Protect Our Planet Defend Human Rights

4. Target Market Well-educated women ages 18-55 Well-educated men 30-55 with higher income Interested in ethical and environmentally friendly products Willing to pay more for quality beauty products

5. Objective Reinvigorate The Body Shop in the minds of women who have previous experience with the brand Introduce the brand to men and younger women who have little to no experience with The Body Shop

6. Problem Not in recession proof category Low brand awareness Ethics Values Products Services

7. Research Questions What is the target market’s attitude toward The Body Shop? How aware is the target market of The Body Shop’s involvement in social issues? Do consumers believe The Body Shop refuses to test products on animals? What is the consumer perception of the men’s line? How likely are consumers to purchase The Body Shop products in a supermarket?

8. Research Method Quantitative Survey Facebook, e-mail, Word of mouth 82 Respondents Qualitative Focus Group 9 participants TCU Students (Juniors and Seniors)

9. Research Method Survey Broad sample Reach non-college students Focus Group Insight into the target market In-depth conversations Understand feelings towards beauty products and The Body Shop

10. Key Findings Convenience 40.7% responded Target as most preferred store Buy beauty products while at the store More important than environmentally friendly Price 46.9% responded $20+ monthly budget for beauty/health products 28.4% responded $16-$20 monthly Company ’s values and ethics are important Women spend more than men

11. Key Findings Awareness of The Body Shop 34.6% responded ‘unfamiliar’ 23.5% responded ‘very unfamiliar’ Believed The Body Shop was a “car repair shop” or an “orthopedic store” Company ’s Ethical and Social issues 14.8% responded ‘very important’ 50% responded ‘somewhat important’ Mostly unaware of The Body Shop ’s involvement (including no animal testing) “ As long as there are no negatives”

12. Key Findings Supermarket line 46.9% responded likely to purchase The Body Shop products Target considered most favorable Convenience Men’s line 8.6% responded ‘somewhat aware’ Stereotype of male customer: Guy who “eats lunch at Central Market” 12.3% of women said they would purchase something for a male Men want “products that work”

13. The End Questions?