The Body Shop brand portfolio analysis

 

The brand offers a large range of products which can be divided in diferrent categories as :

– Bath and body care

– Skin care

– Fragrances

– Make up

– Men line

Moreover, as The Body Shop uses fine raw ingredients, it has classified its products by ingredients. Indeed, customers can easily shop by range or simply choosing the ingredients they love. Each ingredient constitutes a line.

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Some cult ingredients of The Body Shop are shea butter, cocoa, white musk, almond and aloe vera and all ingredients are beneficial for a specific part of the body.

Then, the brand has created new ranges : nutriganics and vitamin C. The nutriganics range has been developed for women aged 30-40 years old in order to smooth the first signs of ageing. This skincare combines community trade Babassou oil with 14 other organic ingredients. The vitamin C range has been created to refresh and brighten tired skin.

Furthermore, the brand has formulated its hair line with no parabens or colorants and has created a line of deodorants which contain no parabens or aluminium salts, using volcanic minerals as a substitute.

The Body Shop differentiates itself from its competitors by putting an emphasis on the values which company adopts. These values are highlighted in packaging and in the merchandising of the products of the Body Shop.

 

Sources:

http://www.loreal.com/brands/the-body-shop.aspx

http://oikos-international.org/wp-content/uploads/2013/10/oikos_Cases_2007_Body_Shop.pdf

http://www.thebodyshop.fr/

http://www.thebodyshop.com/content/pdf/global-values_report.pdf

 

Adelia ALATI

 

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