tors. On the one hand, the company positions its products against "traditional" make-up companies such as Revlon and promotes its brand as being ethically superior while offering the quality that consumers expect from more mainstream alternatives. It also competes against manufacturers of skin care products, including brands such as Lancome, and again positions its products as being better political choices while providing high quality. At the same time, the company must compete against others who are also positioned in the "cruelty-free" market niche; these include BioElements of Chicago, which emphasizes a skin care line.
The Body Shop targets its products toward consumers (primarily women) who are environm
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