The Body Shop is a cosmetics brand founded in 1976 that is known for its natural ingredients and social/environmental values. One of its best-selling products is Shea body butter, which is made from organically grown shea oil and sugar. While The Body Shop has faced challenges from new competitors and losing some trust after being acquired by L'Oreal, its strategic focus on reinvention, younger designs, and social media marketing could help refresh its image and positioning as an eco-friendly yet stylish brand.

1. Team:
The green
leaves

2. Outline
• The brand
• The product
• Market analysis
• SWOT
• Goals / objectives
• Strategic options
• Choice for an option
• Marketing mix

3. The brand
Founded in 1976 by Anita Roddick
Cosmetics shop
2 400 stores in 61 countries
Bought by l‘Oreal

4. Brand system
Brand values :
•against animal testing
•Defend human rights
•Protect our planet
•Support community trade
The body shop
Nature
Responsibility Shea body butter
Fair trade Moisturizing cream

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

7. The product
Shea body
butter

8. The product : impact matrix
Cultivation Packaging Distribution Consumption
primary disposal
processing
Resource use
Air
Water
Soil
Waste
Eco systems
Health
Equity

9. Market : competition
3 types of competitors
The beauty cosmetics
The bio cosmetics
The professional cosmetics
A very innovative market
Oligopolistic market

10. Positioning
The Body Shop L’Oréal Olay & Nivea
Product line Mainly skincare Broad Focus on skincare
Market position Environment Leader Major competitor
friendly in skin & body care
market
Competitive Natural-based and Very experienced Low price and
advantage brand value global brand product innovation
Price range Mid range Slightly lower than Mid low
the Body Shop

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

12. 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

13. 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

14. 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

15. SWOT Analysis
STRENGTHS WEAKNESSES
• The brand itself • Loss of trust from different
stakeholders
• Being part of the L’Oréal group
• Small number of stores in UK
• Leading player in a niche market
• Problems in franchise system
• High brand loyalty
• Many products are in the
mature or declining stage
• Innovative products
• No marketing or advertising
• Good quality and services
department

16. SWOT analysis
OPPORTUNITIES THREATS
• Metrosexual factor • Chemical legislation
• Crisis • Unstable supplies of raw
• Increased awareness of materials
organic and eco-friendly • Legislation banning animal
product tested products
• Increasing number of online • Strong competition
buyers • Suppliers are not required to
• Ageing population adhere to ecological standards
• Ban of sale of animal tested • No environmental certification
products in EU

17. Goals and objectives
• Create a marketing department which will:
– Develops the visibility of the brand
– Communicates about the non animal testing
policy
– Refreshes the image of the brand to:
• Wider the target : men/young men/ mature women
• Reinforce environmental policies by :
– Working only with eco-friendly suppliers
– Obtaining environmental certification

18. Strategic options
2009 : new range of products « Nature’s
way to beautiful »
Keep their identity even if they were
bought by L’Oreal in 2006
Strong values
Community trade program
Communicate about ecological and ethical
arguments

19. Our strategic option
Reinvent the design of products and
shops in order to make them
younger
more attracting
Make forget to people L’Oréal
New positioning:
“Haut de gamme” brand with
average price

20. Social media marketing
Twitter : 20982 followers
Facebook : 455 000 followers
Dozens of forums
Hundreds of videos on Youtube
Articles on wikipedia
Commercial mails

22. Marketing mix
Product Price Place Promotion
• Shea body • 15 € • B2C related • Against
butter • Medium price • Direct target: promotion
• Made of oil and • Affordable consumers • Own website
organic sugar product • Mix between • Products are
• Organically intensive and organically
grown body selective grown
product distribution • The Body Shop
• Short durability • Shops are run is against
• Relatively low on a animal testing
price franchising
basis

23. Thank you for your attention