The term paper on ‘The Body Shop’ presents information regarding The Body Shop (TBS) brand, its history, development, success in 1980s and reasons for the brand decline in late 1990s and early 2000s, as well as review the reasons, advantages and disadvantages for repositioning of TBS brand to target “masstige” segment. The paper also investigates different initiatives taken by TBS to reposition the brand.
The first TBS store was opened in March, 1976 by Anita and Gordon Roddick, as the analogue of the shop they saw six years earlier in California. TBS was supposed to sell healthy cosmetics from natural materials, which were not tested on animals. The company became very popular since inception due to the social activism promoted by Roddick. TBS was involved in local charity, community events, sponsorships, etc.
TBS core values are:
• Against animal testing (TBS consider testing products or its ingredients on animals to be scientifically and morally indefensible). • Support community trade (TBS supports small producer communities around the world that supply them with natural ingredients and accessories). • Activate self-esteem (TBS realizes that each person is unique and also treats each customer like an individual. TBS likes and accepts its clients the way they are). • Defend human rights (TBS that it is the responsibility of each individual to support those who have human rights denied to them). • Protect our planet (TBS believes that each business is responsible for protection of the environment in which it operates, locally as well as globally). Rapid success of TBS in 1980s and early 1990s can be explained by the fact that company’s activity was built up around its core values. Starting from 1986, TBS conducted many campaigns against testing ingredients and cosmetics on animals. In 1980, TBS also launched ‘Trade not Aid’ and Community Trade Program (CTP), the main goal of which was the support of long-term relationships with communities that are located in different places around the globe. TBS took ingredients from more than 25 communities by providing them with fair prices for their products, which were said to finance building wells and educating people about AIDS, as well as provide education to children. Since 1995, TBS also conducted many campaigns that were aimed to promote self-esteem, self-awareness, self-confidence and self-worth, especially for women. Those campaigns also promoted an image of realistic beauty for women and their respect. TBS also paid great attention to human rights and believed that it is the responsibility of each individual to support people whose rights are denied. TBS claimed to ensure that its products are produced in the environments where human rights are respected as written in the Universal Declaration of the Human Rights. Along with the planet protection campaigns and campaigns that were opposing tests on animals, TBS paid a lot of attention to the provision of complete information about the product and social causes and customer participation was encouraged. All information was printed on recycled paper. Philosophy of “profits-with-a-principle” was the core brand identity, and customers were involved in social activism. It was all new and innovative for the customers and the philosophy of the brand was appealing for almost 80% of the clients. The image of the company was further bolstered with education on ethical consumerism. It was the right time and the right place for TBS, as in 1980s and early 1990s the society was sensitive towards environment protection. Decline of TBS in late 1990s, early 2000s.
The decline of the brand commenced in late 1990s, it is necessary to analyze the decline from early 1990s. During the 90s there were about 700...