Let’s now talk about market segmentation.
The Body Shop has range of customers from middle to upper class who are both women and men. Although the brand began with women beauty products offer, it started to focus on men in the recent years. Indeed, men are tending increasingly to take care of their skin and to have comfortable bath. The Body Shop main target audience is 20-55 year old women. Due to this wide range of ages for both categories, the product segmentation is also wide (bath and shower, moisturisers, fragrances, expert care…).
By the way, the brand has implanted stores all over the world. Consequently, it has to offer different products according to the culture , the weather and/or the religion of the country where the brand is located. For instance, in Muslim coutries like Malysia, The Body Shop sells products which don’t contain alcohol in its formula.
Regarding the expectations, The Body Shop’s customers seek natural and healthy beauty products and are really concerned with the importance of sustainability. As the brand five core values are against animal testing, support community trade, activated self-esteem, defend human rights, and protect our planet and as the products are exclusively based on natural ingredients, The Body Shop clearly meets the needs of its customers. Indeed, 83% of The Body Shop’s loyal and regular customers say that they choose retailers who take social and environmental issues seriously. Beside, customers like the fact that the brand has a strong brand image linked with beauty products.