By Esther Qureshi

In 1970, Anita Roddick visited "The Body Shop" housed in a

car repair garage in Berkeley, California selling naturally-

scented soaps and lotions called The Body Shop. The shop

run by Peggy Short and Jane Saunders used natural

ingredients, and helped to employ and train immigrant

women. Six years later, in 1976, Roddick opened a similar

shop in the UK, using the same business name, color scheme,

and cosmetic lines.

History

Its Headquarters is in Littlehampton, England, United

Kingdom.

From its first launch in the UK in 1976, The Body Shop

experienced rapid growth, expanding at a rate of 50 percent

annually.

In March 2006, The Body Shop agreed to a £652.3 million

takeover by L'Oréal.

Protect the Planet Against Animal testing Activate Self Esteem ( through LOVE initiate) Defend Human RightsSupport Community Fair Trade

Values

The Body Shop has over 2,600 retail locations across 65

countries, including a franchise network of over 1,500 stores.

With over 35 years of experience, The Body Shop has become

a leader in naturally inspired and ethical beauty retail, growing

across the world through the strength of franchise partners.

It launched in India on June 6, 2006 in Inorbit Mall, Malad

Mumbai.

The stores are of the size of 2000-5000 sq. feet and is run on

franchising basis.

The products are placed in accordance with the ingredients

product type i.e. all the products of the ingredient of

‘Strawberry’ would be placed together for the customers to

choose from be.

The stores are spacious and have the interiors of natural and

earthy colors.

Retailing

MARKET SEGMENTATIONWOMEN MEN

From 20 to 40 years old

Working

Taking care of herself

Aware of economical and social aspects

From 20-35 years old

Income - £ 25 000 – 55 000

Lifestyle – urban cosmopolitan men

Product

Organically grown body product

Short durability

Price

Medium price

4 P’s OF MARKETING

Place

B2C related

Direct target: consumers

Mix between intensive and selective distribution

Shops are run on a franchising basis

Promotion

Own website

Products are organically grown

The Body Shop is against animal testing

The Body shop Anti- brabie Ad

Bath & Body Works

Aveda

LUSH

The Competitors

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