Brand DNA: The Body Shop

1. BRAND DNA:
THE BODY SHOP
TEAM HIGH FIVE

2. 1
Brand History
Where? Brighton, EnglandWhen? 1976 Who?
Dame Anita Roddick
“British environmental
and human rights
campaigner ”
The Body Shop story started with the belief that business could be a force for good

3. “The Body Shop boasts of being one the first cosmetics
brands to prohibit testing on animals, and also the first
company to introduce Fair Trade to the beauty
industry.”

6. Over $1 Billion 1.79% 4% 3102
International
sales in 2016
Sales growth
in 2016
Of L’OREAL total
revenue in 2015
Stores worldwide
in 2015

7. ONPC INDUSTRY
2
● Organic and natural personal
care industry
● Grown from a niche market into
a full-blown industry

8. OTHER MAJOR PLAYERS
L'OCCITANE LUSH ORIGINS BURT’S BEES

9. TARGET AUDIENCE

10. Reasons for buying natural and organic personal care – Any rank (net), October 2016
Base: 1,238 internet users aged 18+ who typically purchase natural and organic personal care products
“What are the top three reasons you buy natural and organic personal care products?”

12. PRIMARY
TARGET AUDIENCE
RESPONSIBLE BEAUTY LOVER
● Seek good quality and safety
● Demand results without
compromising ethics

13. BRAND
AUDIENCE
PERSONA
5

15. STRATEGIC BENEFIT
● Consistent Activism
● Responsible Beauty Lover
“I am always empowered by
THE BODY SHOP to do good
and feel good.”

16. BRAND MANIFESTO

17. Our story started with Anita Roddick's belief, that business could be a force for good.
We pioneered fair trade and anti-animal testing, we stand by it, and will always follow
through.
Activism is in our blood. We are devoted to engaging in environmental protection initiatives.
We use 100% recyclable and reusable packaging to reduce our environmental footprint.
We appreciate the power of luxuriant forests, clear rivers, and rich soil.
We love coconut, shea, tea tree, satsuma... all gifts from nature.
We believe that our skin deserves to be pampered by the finest possible body butter and
facial cream.
We believe that every day should be filled with simple joys and small indulgences.
We want to live in a world where everyone looks good, does good, and feels good.

18. COMPETITIVE
LANDSCAPE
Natural Skincare
An Eco-friendly Stand
A Variety of Products

20. TARGET AUDIENCE
Young women who...
Healthy lifestyle outlook
Care about the nature
Desire to indulge themselves
Digital-savvy
Visual-oriented
Hipster & indie soul
LUSH

22. POINT OF PARITY
A sensory satisfaction journey
Feeling responsible
Feel healthy and fresh
.POINT OF DIFFERENCE
Feel unique and cool
Sense of belonging to an “indie
community”
LUSH

23. L’OCCITANE
TARGET AUDIENCE
Affluent women who seek...
More than just natural ingredients
Premium sensory indulgence
A Mediterranean art of living

25. L’OCCITANE
Premium Mediterranean lifestyle
POINT OF PARITY
Indulgent, authentic
Caring for nature and others
POINT OF DIFFERENCE

26. WINNINGLOSING
RISKINGDUMB
Indie elements ?
Tech-led function Natural ingredients

27. POSITIONING
OFFICIAL WEBSITE
VALUE REPORTS
SOCIAL MEDIA
CAMPAIGNS

28. What the brand believes in: business can be a force for good
What the brand does: produce NOPC products to help people look
good and feel good
How the brand does it: by doing good
Where the brand goes: target 2020: further enrichment
Everything else about the brand: emphasize ethics & sustainability

29. To responsible beauty lovers who seek good quality and
safety without compromising ethics,
The Body Shop is the only brand of natural and organic
personal care
that offers them ability to actively participate in advocating
animal & human rights and sustainability,
so they can enjoy high self-esteem for doing good to both
themselves and the planet.
POSITIONING STATEMENT

30. Awareness
Attributes & Association
Perceived Quality
Loyalty
BRAND EQUITY

31. BRAND AWARENESS
NOPC
Brand Heritage
Brand Age Perception
BRAND EQUITY

32. BRAND ATTRIBUTES & ASSOCIATION

33. PERCEIVED QUALITY
BRAND LOYALTY
● Shopping Frequency
● Trust Crisis
● Inactive Engagement
● High Satisfaction
● Positive Attitude
BRAND EQUITY

34. BRAND LIABILITIES
Loss of POD
Disrupted Ethical Image
Lack of Innovation
Irrelevant Cause
BRAND EQUITY

35. Ethical
Sustainability
Radical
Community Trade
Natural
1976
Controversially Ethical
Mainstream
2017
Community Trade
Sustainability
BRAND EQUITY OVER TIME
Natural

36. LUSH
TARGET AUDIENCE
● Hipster
● Young
● Healthy lifestyle
STRATEGIC BENEFIT
A sense of belonging to a unique
“indie community”

37. OFFICIAL WEBSITE
SOCIAL MEDIA
INTERVIEWS

38. To young hipsters who have a healthy lifestyle
outlook,
Lush is the only indie brand of natural and organic
personal care
that offers them deli-style fresh handmade cosmetics
with the most natural ingredients,
so they can feel refreshed, cool, and being part of the
indie community.
POSITIONING STATEMENT

39. ORIGIN:
Anita Roddick
AUDIENCE:
Responsible beauty lovers
OFFERING:
Personal care
backed by nature
MISSION:
Business can be a force
for good
DIFFERENTIATION:
Activism for over 40 years
BRAND DNA
DNA
FIVE CORE VALUES

40. MISSION:
Revolutionize the
cosmetics industry
BRAND DNA
ORIGIN:
Mark and Mo Constantine
OFFERING:
The most natural, fresh
cosmetics with indulgence
and fun
DIFFERENTIATION:
Fresh, handmade cosmetics by
an indie company
DNA
SIX CORE VALUES
AUDIENCE:
Young hipsters with a
healthy lifestyle outlook

41. ACTIVISM VS. INDIE
VS.
CAUSE-DRIVEN VS. TREND-DRIVEN

42. Q&A

43. SOURCES
● Goody, A. (2016, February 26). The Body Shop reinforces brand images with new ethical pledges. Retrieved February 12,
2017, from http://academic.mintel.com.ezproxy.cul.columbia.edu/display/764464/?highlight
● Vyleta, J. (2016, December). Natural and Organic Personal Care Consumer. Retrieved February 14, 2017, from
http://academic.mintel.com.ezproxy.cul.columbia.edu/display/809003/
● Bonetto, L. (2015, December). The Ethical Consumer. Retrieved February 15, 2017, from
http://academic.mintel.com.ezproxy.cul.columbia.edu/display/743035/
● Nanninga, M. (2017, February). The Millennial Beauty Consumer. Retrieved February 16, 2017, from
http://academic.mintel.com.ezproxy.cul.columbia.edu/display/816261/
● Maslow, A. H. (2013). A theory of human motivation. Mansfield Center, CT: Martino Publishing
● Lush Company Report, Hoovers, 2016
● Patiño, G. T. (2016, October 11). Indie Businesses and the Revival of Craft Experiences. Retrieved February 16, 2017, from
https://www8.gsb.columbia.edu/articles/brand-talk/indie-businesses-and-revival-craft-experiences
● Smithers, R. (2011, November 25). Store Wars: the Body Shop and Lush. Retrieved February 14, 2017, from
https://www.theguardian.com/money/poll/2011/nov/25/store-wars-body-shop-lush
● L'OCCITANE - L'OCCITANE Group. Retrieved February 16, 2017, from http://group.loccitane.com/brands_occitane.aspx?l=en
● Euromonitor International: L'OCCITANE INTERNATIONAL SA IN BEAUTY AND PERSONAL CARE (WORLD). December
2016.
● Euromonitor International. Beauty Survey 2016: Key insights and system update. October 2016.
● L'OCCITANE Cares. Retrieved February 15, 2017, from http://usa.loccitane.com/occcares,82,1,34669,338629.htm
● The Body Shop, Lush, L’occitane’s Social Media - Instagram, Facebook, Twitter, Blog and Consumer Reviews

44. SOURCES
● Faull, J. (2016, February 22). How marketing will help The Body Shop become the world's most ethical and sustainable brand. Retrieved
March 10, 2017, from http://www.thedrum.com/news/2016/02/22/how-marketing-will-help-body-shop-become-worlds-most-ethical-and-
sustainable-brand
● Burlingham, B. (1990, June 01). This Woman Changed Business Forever (1990 Profile). Retrieved March 12, 2017, from
http://www.inc.com/magazine/19900601/5201.html
● Kapferer, Jean-Noel. New Strategic Brand Management, Brand Identity and Positioning Chapter 7
● Vizard, S. (2014, October 15). Lush positions itself as 'more than a soap shop' Retrieved March 12, 2017, from
https://www.marketingweek.com/2014/04/22/lush-positions-itself-as-more-than-a-soap-shop-2/
● The Body Shop Value Report 2009. Retrieved from http://www.thebodyshop.ca/en/pdfs/values-campaigns/Values_report_lowres_v2.pdf
● The Body Shop Value Report 2011-2013. Retrieved from http://www.thebodyshop.com.hk/en/image/values-
campaigns/VALUES_REPORT_2014_INVALLC020.pdf
● Campaigns | The Body Shop. Retrieved March 16, 2017, from http://www.thebodyshop-usa.com/commitment/campaigns.aspx
● MAKE LOVE NOT WAR. Retrieved March 13, 2017, from http://www.thebodyshop-usa.com/sensitive-skin-body-care/
● Brands › The Body Shop Adverts & Commercials Archive Media: TV & Cinema. Retrieved March 17, 2017, from
http://www.advertolog.com/brands/the-body-shop-6090255%2Cmedia-adverts/
● List Of Cruelty-Free Brands - 2017. Retrieved March 14, 2017, from http://www.crueltyfreekitty.com/list-of-cruelty-free-brands/
● Leaping Bunny Certification Programme. Retrieved March 16, 2017, from https://www.crueltyfreeinternational.org/what-we-do/corporate-
partnerships/leaping-bunny-certification-programme
● Cruelty-Free Beauty & Cosmetics. Retrieved March 16, 2017, from http://www.peta.org/living/beauty/
● Carrington M, Zwick D, Neville, B. The ideology of the ethical consumption gap. Retrieved March 16, 2017, from
http://journals.sagepub.com/doi/full/10.1177/1470593115595674
● Sustainable futures: The Body Shop. Retrieved March 17, 2017, from http://www.transformmagazine.net/articles/2016/sustainable-
futures-the-body-shop/
● The Body Shop | values & campaigns | against animal testing. Retrieved March 15, 2017, from http://www.thebodyshop-
usa.com/values-campaigns/campaign-history.aspx
● Teather, David. "Interview: Mark and Mo Constantine, founders of Lush cosmetics." The Guardian. Guardian News and Media, 13 Apr. 2007.
Retrieved March 10, 2017, from https://www.theguardian.com/business/2007/apr/13/retail2