The Body Shop
Term Paper on ‘The Body Shop’
Abstract
The term paper on ‘The Body Shop’ presents information regarding The Body Shop (TBS) brand, its history, development, success in 1980s and reasons for the brand decline in late 1990s and early 2000s, as well as review the reasons, advantages and disadvantages for repositioning of TBS brand to target “masstige” segment. The paper also investigates different initiatives taken by TBS to reposition the brand.
Introduction
The first TBS store was opened in March, 1976 by Anita and Gordon Roddick, as the analogue of the shop they saw six years earlier in California. TBS was supposed to sell healthy cosmetics from natural materials, which were not tested on animals. The company became very popular since inception due to the social activism promoted by Roddick. TBS was involved in local charity, community events, sponsorships, etc.
TBS core values are: • Against animal testing (TBS consider testing products or its ingredients on animals to be scientifically and morally indefensible). • Support community trade (TBS supports small producer communities around the world that supply them with natural ingredients and accessories). • Activate self-esteem (TBS realizes that each person is unique and also treats each customer like an individual. TBS likes and accepts its clients the way they are). • Defend human rights (TBS that it is the responsibility of each individual to support those who have human rights denied to them). • Protect our planet (TBS believes that each business is responsible for protection of the environment in which it operates, locally as well as globally).
Rapid success of TBS in 1980s and early 1990s can be explained by the fact that company’s activity was built up around its core values. Starting from 1986, TBS conducted many
Abstract
The term paper on ‘The Body Shop’ presents information regarding The Body Shop (TBS) brand, its history, development, success in 1980s and reasons for the brand decline in late 1990s and early 2000s, as well as review the reasons, advantages and disadvantages for repositioning of TBS brand to target “masstige” segment. The paper also investigates different initiatives taken by TBS to reposition the brand.
Introduction
The first TBS store was opened in March, 1976 by Anita and Gordon Roddick, as the analogue of the shop they saw six years earlier in California. TBS was supposed to sell healthy cosmetics from natural materials, which were not tested on animals. The company became very popular since inception due to the social activism promoted by Roddick. TBS was involved in local charity, community events, sponsorships, etc.
TBS core values are: • Against animal testing (TBS consider testing products or its ingredients on animals to be scientifically and morally indefensible). • Support community trade (TBS supports small producer communities around the world that supply them with natural ingredients and accessories). • Activate self-esteem (TBS realizes that each person is unique and also treats each customer like an individual. TBS likes and accepts its clients the way they are). • Defend human rights (TBS that it is the responsibility of each individual to support those who have human rights denied to them). • Protect our planet (TBS believes that each business is responsible for protection of the environment in which it operates, locally as well as globally).
Rapid success of TBS in 1980s and early 1990s can be explained by the fact that company’s activity was built up around its core values. Starting from 1986, TBS conducted many