The body shop brand strategy

It was also unique that the retailer was only selling its own label in its own store, being a pioneer in mono brand retail. Community Fair Trade now works with over 30 suppliers in more than 20 countries, providing over 25, people across the globe with essential income to build their futures.

Barckley describes the event as being fun, with conversation and product giveaways being interspersed with virtual pillow fights and makeovers.

Founded by the late Anita Roddick 40 years ago she pioneered the idea that a successful business could simultaneously be a force for good and positive change. Barckley says, "The brand is really rooted in authenticity.

For trading fairly— The Body Shop believes in fair trade to such an extent, that over 20 years ago we set up our own fair trade program, called Community Fair Trade. With 65 per cent of its shoppers under 35 years old, the brand has been increasingly testing emerging channels like Snapchat, Instagram and Pinterest which Levine said is working well.

Defend Human Rights — The Body The body shop brand strategy believes that natural rights, including freedom of speech, life and property security, and expressed as a practical action to support and maintenance of basic human rights.

The Drum caught up with director of commitment and corporate comms, Kate Levine, to find out how the beauty retailer plans use its marketing prowess to get there. They believe this level of commitment to trading fairly is unique in the cosmetics industry. The online event included engagement with participants as well as product giveaways.

By understanding their customer and own situation, The body shop decided to reinvent itself in front of consumers as beauty credentials and product innovation, and focus on positioning the brand for the new generation so they understand what the brand and products stand for.

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How marketing will help The Body Shop become the world's most ethical and sustainable brand

Next up came a redesign of its stores. The re-branding in Year After The Body Shop encountered enormous performance decline due to economic downturn from yearit started to plan re-branding itself and launched the re-branding in year And, through this program, we cultivate ethical, long-term partnerships with our spuppliers and their communities.

The business was founded as a force for good and Natura is helping us to revive that activist spirit. Because of economic situation, customers became more price sensitive. And starting from today 20 Septemberit will bring this campaign to life by using the mobile wallets built into devices such as the iPhone.

In truth, its performance outside of the UK has been suspect for quite some time, while many of its core customers have switched to newer entrants in the cosmetics market such as Lush. It won the heart of many customers by making them look and feel good.

Its DNA lends to rich story lines that are real. It allows us to provide content around a specific topic, which is in this case animal testing, but we could also use the wallet pass in the future for loyalty programmes or gift cards too.

Activate Self-Esteem — Through propaganda, activities to support gender equality, against discrimination, and encourage everyone to accept natural appearance and quality, not grandiose propaganda packaging to sell their products. By Thomas Hobbs 20 Sep 2: They also spend a lot of money on bottles and package designs to support their luxury prices.

The body shop succeeded in differentiating itself as anti glitz, anti waster, and natural ingredients according to its five core brand values: Gordon took off to fill a long-held ambition to ride a horse from Buenos Aires to New York, while Anita opened up The Body Shopa small boutique in Brighton, on the south coast of England.

Against animal testing — Every one of The Body Shop products is animal cruelty free and vegetarian.The Body Shop was the first global cosmetic brand to fight animal testing. Other major initiatives included Save the Whales with Greenpeace inas well as bringing 7 million signatures to the United Nations in to end sex trafficking of minors.

Opening a The Body Shop spa would offer the ultimate The Body Shop experience. It would engage the customers not only on the product level, but also emotionally. CONSLUSION The Body Shop already has a strong brand equity deriving from the solid brand values cohesively communicated visually and by the products.

The initial brand strategy According to Kapferer, a brand is a name that influences buyer. The body shop experienced huge increase from its first launch in yearat the rate of 50% annually, by differentiating itself as champion of human rights and fair trade At that time, those well-known cosmetic companies are strongly.

Much like The Body Shop's campaigns of the past, it will focus less on putting marketing pounds behind TV and instead plans to create a lot of video, in-store, and social media content.

With 65 per cent of its shoppers under 35 years old, the brand has been increasingly testing emerging channels like Snapchat, Instagram and Pinterest which. The Body Shop International has their own Community Fair Trade, originally known as ‘trade not aid’. The product would best satisfy the needs of the consumer at the point of sales and at the point of consumption.

The Body Shop Positioning

Get advocates of the brand that would spread Being informed of the latest developments the word. Reward loyalty and improve the relationshipThe pride of being “part” of “The Body Shop” with current customers

The body shop brand strategy
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