Body Shop International

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  • Topic: The Body Shop, Anita Roddick, L'Oréal
  • Pages : 6 (1234 words )
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  • Published : December 6, 2012
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The Body Shop International

Case Facilitation
Group 6
Gajanan K.
:
Divya M.
:
Deepak K.
:
Saif Khan
:
S. Manishanker :

Roll No. 2216
Roll No. 2214
Roll No. 2213
Roll No. 2240
Roll No. 2018

“Business people have got to be the instigator of change. They have the money and power to make a difference.
A company that makes a profit from the society has a
responsibility to return something to that society.
Dame Anita Roddick
Founder & Managing Director of “The Body SHOP”

Introduction
 The Body Shop International is the natural and ethical beauty brand, with over 2,600 stores in over 61 markets worldwide.
 It is the first international cosmetics brand to be recognized under the Humane Cosmetics Standard for our Against Animal Testing policy.  The first Body Shop store was open on 26th March 1976 in Brighton, UK  1978 a kiosk in Brussels, Belgium became the first overseas franchise outside UK

 1982 new shops open at the rate of two per month.
 1985 -The Body Shop went public on the UK unlisted securities market  Became officially involved with Greenpeace in 1986
 In March 2006, the company agreed to a £652.3 million takeover by L’Oreal corporate group.
 On 10th September 2007, Anita Roddick, passed away at the age 64.  In2008 Sophie Gasperment joins The Body Shop, as new Chief Executive

Cosmetic market before body shop
Before Body Shop:
 The cosmetics industry was worth £30 billion per annum. At the time of the foundation
 The cosmetics industry was saturated with both multinational and also exclusive providers
 The company came into existence during a consumer recession, that time customers were reducing their expenditure on cosmetics.
 Use of Natural products were not well established
 Traditional forms of selling and marketing were in place  Most products well animal-tested before implementation.

Cosmetic Market After Body Shop
 Major expansion of a single store with twice the fold and large number of Franchise agreements.
 A large market entered the line of beauty and cosmetics. Several brands endorsed the use of natural ingredients in their product.
 Stiff competition and penetration of body shop as a brand around the world.  Large number of employees
 Competitors like Revlon and Estee Lauder entered the market with similar products and promotion
 Similarity of many such beauty shops and products stiffly grabbed the market

Value Chain
 Research and Development:
Product that make a difference to the customer
as well as to the world with a challenge to find
the right formulation and ingredient to do that.

 Sourcing and Production:
Sourcing and producing products responsibly
with a challenge of being eco-conscious

 Distribution and Packaging:
Distributing and packaging our products with
challenge of minimizing carbon footprints

 Store, Staff and Franchises:
Façade & vibrant brand image with a challenge
of equal passion express similar character.

 Engaging our Customer:
Marketing the product with an ambition to look
good, feel good & do good

Initial Strategy of Body Shop
 The initial strategy of Body Shop was to avoid the traditional distribution channels.  Focus on the key ingredients of the product on the label while being more informative with less claims and images.

 Extensive marketing and advertising was avoided.

 Use of all-natural ingredients
 Have a philosophical code of behavior while maintaining high ethics and norms

Corporate Social Responsibility
 Anita Roddick believed that Body Shop would be in line with development solely whilst protecting the environment.
 The first CSR joined by The Body Shop was SAVE THE WHALE – this indicated to avoid using any oils extracted from this sea-animal and should be compensated by using the plant extract oil called Jojoba oil.

 Association with Greenpeace in the UK.
 Environment projects department at the Body Shop
 They had their own research...
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