Marketing Analysis on Body Shop

Topics: Marketing, Cosmetics, The Body Shop Pages: 18 (4404 words) Published: December 21, 2010

The Body Shop International plc is a global manufacturer and retailer of naturally inspired, ethically produced cosmetics products. Founded in the UK in 1976 by Dame Anita Roddick, The Body Shop now has over 2,400 stores in 61 countries, with a range of over 1,200 products.

Body Shop has a strict no animal testing policy. In fact The Body Shop is the first international cosmetics brand to be recognized under the Humane Cosmetics Standard for our Against Animal Testing policy.

The Body Shop is a leader in promoting greater corporate transparency, and it has been a force for positive social and environmental change through our campaigns around our five core Values: Support Community Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet.

The Body Shop also has it’s our own charity, The Body Shop Foundation. Launched in 1990, The Body Shop gives financial support to pioneering, frontline organisations that otherwise have little hope of conventional funding. The Foundation's focus is to assist those working to achieve progress in the areas of human and civil rights, environmental and animal protection.

In March 2006, The Body Shop agreed to a £652.3 million takeover deal by L'Oréal family.

I will be Carrying out a comprehensive market audit and analysis of Body Shop, using various marketing analytical tools for my report.


Situation Analysis


The Body Shop International is a multinational company which specialises mainly in producing ecological skin and hair products. The products are exclusively based on natural ingredients. In addition, they are manufactured according to strict ethical codes, which are opposed to animal testing. The Body Shop franchise is considered to be one of the biggest around the globe, in the cosmetics industry. The franchise has a well established reputation, and can be found in 61 countries. The Body Shop markets over 1200 products, which can be classified into seven broad groups:

• Skin products: body lotions

• Body products: deodorants / anti-perspirant

• Makeup products: lipstick, foundation, mascara

• Fragrance products: perfume oil, eau de toilettes, eau de perfume

• Hair products: shampoo, moisturisers, scalp treatment

• Aromatherapy products: massage oil, relaxing body treatments

• Hands and feet products: foot scrub, cooling leg gel, foot spray, hand cream

New products make up about 15% of the product mix, which is currently below the industry average of 23%. A new product line called colourings is currently performing well in stores across the globe, especially in the Asian region.

Corporate social responsibility is such a major part of the culture of The Body Shop, that it is ingrained in the operations of The Body Shop. The two are almost inseparable. As a retailer, The Body Shop is aware of the amount of rubbish it generates and has taken every effort to reduce the impact of such waste on the environment.


L’Oreal, which is one of the dominant companies in the beauty industry, acquired Body shop in March, 2006. Although Body Shop has become a subsidiary of L’Oreal it still acts according to its own policy, values and ethical code. L ‘Oreal’s acquisition of Body Shop, has solved the financial problems and has provided the means for expansion to a bigger market share, and increased growth of the organisation.

The Body Shop believes in fair trade to such an extent, that over 20 years ago the organisation set up its own trade programme, called ‘’Trade not Aid’’. Body Shop believes this level of commitment to trading is unique in the cosmetics industry. The trade scheme now works with over 30 suppliers in more than 20 countries, providing over 25,000 people across the globe with essential income to build their futures. Most of the products contain Community Trade ingredients.


The Body Shop has...
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