The Body Shop
The Body Shop is an English-based co
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The Body Shop is an English-based cosmetics and skin care company which markets its products throughout the world. Its success and marketing focus centers on its commitment to using products that are not tested on animals, and it is an organization which encourages political activism among its consumers. Although the company markets beauty products, it emphasizes a "natural" approach to cosmetics which does not play on the glamour appeal traditionally associated with this industry. Despite this apparent contradiction (a beauty products company that does not emphasize beauty), the Body Shop has had considerable success during its history and has garnered additional publicity because of its stance regarding animal testing. This research considers the company's marketing approach and notes where the company has been successful and where improvements might be made.The Body Shop offers a complete line of make-up and skin care cosmetics as well as fragrances, hair care products, aromatherapy products and products designed especially for men. An essential feature of all of its products is a minimum amount of animal testing (according to the company, the complex nature of the industry renders it impossible for any company to be completely free from animal testing) and a high level of "natural" products in its product mix. The company's dedication to not using products which are tested on animals takes precedence over its commitment to using natural
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s that the Body Shop sells are based on natural ingredients and a lack of animal testing. The company has also entered non-traditional healthcare areas with aromatherapy, a product line popular with New Age adherents in the United States and with the Japanese market (the company's third largest).
However, the company's main product is not related to its healthcare line at all, but rather with what it offers consumers: the opportunity to purchase products which are produced in keeping with a set of ethical and political beliefs that are not commonly found in other companies. The Body Shop promotes not health and beauty in the traditional manner, but in a way that offers consumers the opportunity to feel good about their purchases. Consumers of the Body Shop make their purchases in order to make political statements and reaffirm their personal values about commerce and animal testing (among other issues) while maintaining their personal hygiene. The appeal is one that the company makes to upscale consumers since these types of products are not available at discount prices.
Distribution
By using a retail distribution strategy, the company is able to market its products in a manner with which consumers of health and beauty p
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Approximate Word count = 1362
Approximate Pages = 5 (250 words per page)
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