the body shop marketing strategy essay

An Analysis Of The Rise and Fall of The Body Shop, Its Rebranding, and Marketing Strategies

The Body Shop, once praised for its moral stance and pioneering spirit in the beauty industry, has experienced a difficult journey characterized by a financial decline, strategic rebranding , and evolving marketing strategies . Here, we analyze The Body Shop's demise, rebranding efforts, and evolution of marketing strategy in light of changing consumer tastes and ownership dynamics.

The Decline: A Tale of Lost Identity 

A number of factors contributed to The Body Shop's decline, the most significant of which was L'Oreal's 2006 acquisition of the company. The acquisition represented a break from The Body Shop's original ideals even as it offered opportunities for international expansion and financial stability.  The brand was established by Dame Anita Roddick on the principles of ethical trading, environmental sustainability, and social responsibility.  But when L'Oreal took over, the brand's identity was lost, and it lost its genuineness and connection to its basic principles. 

Furthermore, The Body Shop struggled to adapt to changing consumer preferences and market dynamics. As new competitors entered the market with similar offerings and a stronger emphasis on sustainability and natural ingredients, The Body Shop found itself struggling to differentiate itself effectively. Its product formulations, sourcing practices, and marketing strategies failed to resonate with modern consumers, resulting in a decline in sales and market share.

Additionally, The Body Shop faced criticism for its lack of innovation and failure to keep pace with industry trends. While the brand had once been known for its pioneering spirit and innovative products, it had become stagnant and uninspired, failing to capture the imagination of consumers.

Rebranding Efforts: From 'Drops of Youth' to 'Edelweiss'

In an attempt to reinvigorate its brand and appeal to modern consumers, The Body Shop embarked on a rebranding effort, renaming one of its top-selling skincare ranges from 'Drops of Youth' to 'Edelweiss.' The decision to rebrand was driven by the brand's desire to distance itself from the traditional 'anti-ageing' narrative prevalent in the beauty industry. By focusing on the star ingredient, Edelweiss, The Body Shop aimed to align with its activist roots and promote a positive attitude towards aging.

The Body Shop's research from 2021 found that the majority of people around the world think that beauty brands can have a negative impact on self-confidence, with airbrushed images and unrealistic claims cited as contributing factors. These findings served as a catalyst for The Body Shop to review its practices and address the issue. The Edelweiss range features a reformulated formula with double the concentration of the namesake key ingredient, known for its skin-benefiting properties. Additionally, the range has been expanded to include new products such as the Edelweiss Cleansing Concentrate and Edelweiss Intense Smoothing Cream.

The beauty industry's attitude towards aging has been a topic of discussion, with women over 55 feeling underrepresented or misrepresented in advertising . However, there is a growing pro-age movement within the industry, with brands being praised for repositioning their communication strategies to better reflect their target consumers. The Body Shop's rebranding effort aims to challenge negative attitudes towards aging while staying true to its activist roots. 

However, the rebranding effort represented a significant departure from the familiar 'Drops of Youth' branding, which had established a strong presence in the market. While the intention behind the rebranding was noble, it risked alienating loyal customers who were familiar with the original range. Furthermore, the success of the new 'Edelweiss' range remains uncertain, as The Body Shop faces stiff competition from other brands in the skincare market.

Body Shop’s Marketing Strategies

The Body Shop's marketing strategies have evolved over the years, reflecting changes in ownership and market dynamics. Initially, the brand's marketing efforts were centred around activism, leveraging campaigns and initiatives to raise awareness about social and environmental issues. Customers viewed The Body Shop as more than just a beauty brand; it was a platform for advocacy and change.

For example, The Body Shop's "Activist Hubs" initiative, launched in 2019, transformed its retail stores into community spaces where customers could engage in activism and advocacy efforts. These hubs hosted workshops, discussions, and campaigns focused on social and environmental issues, empowering customers to become agents of change in their communities. Transparency has been a cornerstone of The Body Shop's marketing strategy, reflecting its commitment to ethical practices and consumer trust. The brand prioritizes open communication with its customers, providing detailed information about its product formulations, ingredient sourcing, and manufacturing processes. This transparency fosters trust and loyalty among consumers, who value honesty and integrity in the brands they support.

However, post-acquisition, The Body Shop's marketing focus shifted towards commercialism, prioritizing sales and profitability over its activist roots. Despite the brand's continued support for moral behavior and sustainability, its messaging lost some of its authenticity due to its corporate parent's profit-driven objectives.

Furthermore, The Body Shop struggled to maintain relevance in an increasingly crowded and competitive market. Its marketing campaigns lacked the creativity and innovation needed to capture the attention of modern consumers, who gravitated towards brands with stronger storytelling and emotional resonance.

For companies navigating the complexities of consumer preferences and corporate ownership, The Body Shop's demise should serve as a lesson. Despite its noble beginnings and early success, The Body Shop faltered in maintaining its identity and relevance in an ever-changing market. The rebranding of its skincare range and the decline post-acquisition highlight the challenges faced by brands when straying from their core values and losing sight of their unique positioning.

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Marketing Strategy of the Body Shop – Body Shop Strategy

May 29, 2019 | By Hitesh Bhasin | Filed Under: Brand Strategies

The Body Shop is a British skincare, perfume, and cosmetics company and was founded in the year 1976 by Dame Anita Roddick. She started the company from a small shop in Brighton with only 25 products and now the company has grown to be worth £800 million and is present in nearly 66 countries.

The Body Shop has a range of 1000 products and sells over 3000 plus franchised and owned stores. The company is currently owned by a Brazilian cosmetic company called Natura. Initially, it was owned by L’Oréal between the year 2006 and 2017.

It was then sold to Nature on June 2017, at £880 million. Natura Cosmetics believes in cruelty-free products where no animals are harmed while making the products. It uses fresh and sustainable ingredients and has found alternative technologies for testing on animals.

Table of Contents

Segmentation targeting and positioning in the Marketing strategy of The Body Shop :

Segmentation :.

Under demographic segmentation , The Body Shop has targeted mostly women. They have recently developed products for men as well. The market has been segmented according to the different occupation like the teens, working adults, and housewives, who are between ages 15-60-year-old. Looking at the price range of the products, the high or middle-high income buy the brand ’s products.

Targeting :  

The Body Shop has efficiently targeted its market, especially for women who work and want to look attractive in the workplace. Even those women who want to prevent their skin from getting dry in an air-conditioned room.  It provides women series of product ranges that products the firmness and elasticity of the skin preventing the fine lines on the face.

Positioning :

People are looking forward to maintaining a healthy lifestyle and use organic products on their skin. The Body Shop has been positioned strategically to meet these requirements. They meet the customer’s need for a healthy lifestyle by using all natural and organic ingredients like seaweed, sugarcane, aloe vera, honey, tea tree, etc. The brand puts forward the environmental concern and also campaigns against animal testing of the products. It is one of the very few cosmetic companies that promote health more than glamour and this is a very unique positioning strategy .

Mission : To dedicate our business to the pursuit of social and environmental change. To creatively balance the financial and human needs of our stakeholder’s employees , franchisees, customers, suppliers, and shareholders.

Vision :  The business of business should not just be about the money, it should be about the public good. Not private greed.

 Tagline : ‘Enrich Not Exploit’

Competitive advantage in the Marketing strategy of The Body Shop

Brand image

The Body Shop brand is seen as a trustworthy brand that makes products of great quality. The added advantage is that the products have a compelling, natural and ethical message behind the branding of the products.

This is how The Body Shop differentiates itself from another brand of beauty products. When a brand takes initiatives for a cause, it increases consumer ’s affinity towards the brand. According to research 835 of the consumers are more likely to buy a product that takes environmental and social issues seriously.

Strong Advertising and Marketing

To show the consumers the impact of every pound they spent on The Body Shop product, they would show one square meter of faux-grass on the checkpoint to help the consumers visualize what they are helping to build.

The brand makes the strong promotion of corporate social responsibility and strong advertising strategies to position itself as a green company.

Brand Campaigns

The Body Shop is able to build a strong base of loyal consumers with the help of the products that the brand offers to them. The products are based out of natural ingredients.

Their campaign to “ Enrich and Not Exploit” has become quite popular. They aim to enrich all their people, products and the planet. They intend to work closely with the farmers and suppliers and also being firmly against animal testing.

BCG matrix  in the Marketing  strategy of The Body Shop :

Body Shop belongs to Natura & Co which is Brazilian marketer and manufacturer of beauty products. It is the largest Brazilian cosmetic brand by revenue.

The major brands it owns are The Body Shop, Natura Cosmetics, and Aesop. For the company, the Body Shop comes falls in the star category. The Body Shop is going extremely well in the market and the possibility of growth is also very high. Natura & Co has made huge investments in advertising and building of the brand. In 2017, Natura and Co claimed to have double-digit in growth due to The Body Shop.

The Body Shop’s performance was good and is expected to grow at a similar pace in 2019. Due to the huge potential of the product, The Body Shop is in the star category of the BCG matrix .

Distribution Strategy of The Body Shop :

The brand now consists of more than 300 product ranges and has more than 2500 stores worldwide. It is a global business that has over 3000 stores in more than 60 countries and employs more than 22,000 people worldwide.

Its international presence includes Japan , Korea, India, Hungary, Finland, Portugal, Finland, and Bangladesh. The brand uses multilevel marketing channel called “The Body Shop at home” which had distributors and consultants recruit people to sell and market its product and this was successfully implemented in countries like Australia, France, South Korea, etc.

The brand ensures that each of the regions that sell the products is responsible for the forecasting of the stocks There is three key distribution broad, alternative and prestige.

Prestige is the department stores and specialty stores. Broad are the drug stores, warehouse clubs, and cosmetic discounters. The alternative includes channels like direct sales, direct mail and also has an online channel for selling of the products.

Brand equity of The Body Shop:

The brand has five core values and they are supported for community trade, animal testing, activated self-esteem, protect the planet and defend human rights.

The loyal consumers convey that they choose The Body Shop because of the brand’s stand for the environment and social issues. The mental associations held by the consumers about the brand has added to the perceived value of their products.

The has brand successfully changed consumer’s perception about what to look for in consumer products and it is more than the glamorous image and expensive advertisements and more about natural ingredients and healthy products.

Competitive analysis in the Marketing strategy of The Body Shop :

The main competitor of The Body Shop is Yves Rocher, Lush , Weleda, and L’Occitane. These are the brand’s direct competitors because they run in the same markets The Body Shop does and also has a focus on environmental protection and the use of natural ingredients in their products.

Maybelline New York is not a direct competitor but is a threat to The Body Shop because they have started to position itself for environmental protection and against animal testing. Body Shop must find a point of differentiation from these brands to ensure brand loyalty .

Customer analysis of The Body Shop :

The Body Shop has a range of customers who are both men and women. The brand initially didn’t have products for men but now the focus has also been on men who are now taking care of their skin and are looking to have a comfortable bath. The brand’s main target , however, is the women between the ages 20-55 years.

According to the brand, they found that 64% of their consumers are ready to pay for a more ethical product. They also found that 83% of their consumers likely chose the retailers that took environmental and social issues seriously. It was also found that the consumers who use The Body Shop products found it very compelling The Body Shop had a strong brand image associated with its beauty products.

Promotion Strategy of The Body Shop:

The Body Shop aims to change the way beauty products are created. It just launched “Forever against Animal Testing” campaign and will be running for two years with the consistent content for two years until 2019. It teamed up with “Game OF Thrones” star Maisie Williams and number of influencers on social media for this campaign.

The whole campaign will be run consistently for two years to ensure that it creates a global impact.  The message will be put out on YouTube , blogs, and even on stores to make sure the message doesn’t go unnoticed.

The brand promotes its products and campaigns through a lot of video, social media and in-store content and less focus is put on marketing via TV. The brand is testing channels like Instagram , Pinterest, and Snapchat and they seem to be working extremely well for the target market who are under 35 years old

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Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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Marketing Strategy For The Body Shop Essay Examples

Type of paper: Essay

Topic: Business , Marketing , Company , Products , Market , Strategy , Customers , Organization

Words: 3250

Published: 02/12/2020

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“THE BODY SHOP”

1. Introduction The Body Shop (TBS) is an internationally recognized organization that provides its wide customer base with original, natural and beauty products in 60 countries through over 2,500 stores (The Body Shop, 2012). The company highly believes in natural beauty from the heart due to which the company provides its customers with products to make them beautiful. TBS offers its customers with beauty products that are made with love and care. To protect the natural beauty of the customers, the organization sources the finest raw ingredients from all over the world. This has provided the organization with an opportunity to use its expertise and skills for the creation of products that are essential for the nourishment of customer’s beauty. Being a subsidiary of L’Oreal, The Body Shop operates in cosmetic industry. The company was founded in the year 1976 in England, UK (The Body Shop, 2012). Despite the variety of products offered by the organization, TBS has also been known for its extensive marketing strategies to win the heart of the customers in the local and international market. Marketing strategies play a dominant role in attracting potential customers along with existing customers in any industry (O'shaughnessy, 1988) and same is the case with the cosmetic industry. Additionally, TBS tends to focus highly on franchises from the very first year into the cosmetic industry. Kiosk in Brussels was the first franchise of the company in the year 1978. Even though, the company is provided with variety of options to expand or enter new overseas market but the company’s reliance on franchise is prominently higher than the other strategies. The purpose of this study is to evaluate the company and its marketing strategies. As the marketing strategies of TBS are aimed to provide the company with an opportunity to witness growth in the overseas market, the study has focused highly on the marketing strategies of the company. Moreover, the strategic decisions into consideration by the company in order to expand in the international cosmetic industry have also been evaluated. This has provided significant insight regarding the company and its oversea expansion strategies. 2. Theoretical Framework Every organization has certain objectives and the achievement of such objectives is essential for organizational growth and success. In order to achieve the pre-determined objectives, marketing plays an essential role within an organization (Piercy, 2009). Through effective marketing efforts, the organizations are provided with an opportunity to reach the target customers effectively (Gosnay, and Richardson, 2008). In addition, the effectiveness of the marketing activities also allows the organization to provide the customers with the right product at the right time and place to satisfy the needs and desires of the right customer (Kotler Armstrong, Wong, and Saunders, 2008). Marketing could be defined as the process through which an organization arouses the needs and desires of the customers regarding certain products or services (Kotler, 2003). The ability to create customer’s interest towards products and services offered by an organization plays dominant role in making the customer shift from one product to another (Day, 1990). Marketing is an integrated process that allows the organization to build strong relationship with the customers by creating value for the customers and for the organization as well (Ghauri, & Cateora, 2010). Marketing plays a dominant role in the identification of the customer, satisfaction of the customer’s needs and desires and to retain the customers for long-term. This reflects that marketing is an important activity for an organization that focuses highly on gaining information regarding the needs and wants of the customers so that it could be satisfied effectively than the competitors (Kotler, and Keller, 2009). Marketing is a cluster of activities. To understand the concept of marketing, the activities should be accurately planned. This could be significantly done through dividing the activities according to their nature. The marketing mix consists of 4 P’s i.e. Product, Price, Place and Promotion (Kotler, 2003). Each of the elements of marketing is separately evaluated below; 2.1. Product The product offers the customers with bundle of satisfaction and dissatisfaction from time to time. This element includes the physical attributes and benefits along with the ability to differ from rest of the products in the market (Goi, 2009). 2.2. Price The monetary value of the product is often regarded as the price that the customers pay to attain it (Goi, 2009). The price of the product depends highly on variety of factors such as market share, competition, product identity and the value associated with the product in the market (Baines, Fill & Page, 2010). 2.3. Promotion This element focuses on communicating the benefits and other associated features of the product in the market which eventually helps in creating awareness and attracting customers towards the product. The aim of promotion is to persuade the customers to buy the products offered by the company and to retain the customers in the forthcoming years (Goi, 2009). 2.4. Place Place represents the location where the product would be made available. Meeting the needs of the customers at the right time and place is quite essential for an organization to enhance its growth and success On the other hand, the organizations are provided with variety of strategic decisions to enter new overseas market. Expanding the business to a new market could provide the organization with an opportunity to enhance profitability by meeting the needs and wants of the new customers (Haberberg, and Rieple, 2008). Some of the most prominent options provided to an organization to enter new overseas market are as follows; 2.5. Internet Internet has become one of the most prominent options for organizations to invade foreign markets without breaking a sweat (Chaffey, Ellis-Chadwick, Mayer, and Johnston, 2008). For some companies, internet has proved to be a dominant force in the elimination of traditional channels. Meanwhile, organizations are taking advantage of the internet to enter new overseas market effectively and in cost-efficient manner (Strauss, & Frost, 2011). It is important for the business to communicate through the right channels in order to be successful (Mulhem, 2009). 2.6. Franchising Franchising has remained the most successful way to enter new overseas market. Through franchising, the organization is provided with an opportunity to control and manage the activities of the franchise in overseas market. In addition, it also ensures that the concept of cannibalization could be significantly reduced in the international business environment (Keegan, & Green, 2011). 2.7. Joint Ventures (JV) Joint venture is often regarded as an act where two or more than two companies join their operations for the accomplishment of desired goals and objectives. This venture by partnership is designed in such a way that losses and profits are shared equally among the companies working together or at the rate decided during the contract (Kotabe, & Helsen, 2008). 3. Analysis – The Body Shop The role of TBS in the international markets has significantly remained outstanding and majestic in terms of marketing. Being in the skincare industry, TBS has positioned its products in the market as environmental friendly through marketing activities. Marketing has been provided with stunning importance within the organization due to which the company is presented with lucrative opportunities from time to time. The prominent marketing strategies of the company through which TBS has achieved significant growth in the local and international market are as follows; 3.1. Global Brand Ambassador In earlier year, TBS signed Lily Cole as the global brand ambassador for its ‘beauty with heart’ campaign. This campaign was supported by the strapline ‘looking good, feeling good, doing good’. This significantly helped the organization to win the hearts of the customers as it promoted the brand core values; providing the customers with ethical products, high quality ingredients sourced from all over the world and TBS’s commitment to fair trade (Eleftheriou-Smith, 2012). 3.2. Social Media Marketing Social media has provided TBS with everything it was hoping for. The customers of the company are women between the ages of 20-40 and with social media’s help, the organization is provided with an opportunity to interact and communicate with its target audience in the most effective and cost-efficient manner. The company had 20,982 followers on Twitter and 455,000 followers on Facebook. Additionally, with the help of social media, the organization has dozens of forums to interact with the customers with an aim to gain insights regarding the needs and wants of the customers in the international market. Moreover, the most prominent content sharing website (i.e. Youtube) is frequently used by the organization to upload videos regarding new products in the market along with the associated benefits and advantages. This marketing strategy of the company has created significant interests in the customers due to which more and more customers are visiting Youtube to gain valuable information regarding the products offered by TBS. On the other hand, blogs and articles regarding the organization’s beauty and skincare products have significantly influenced the potential and actual customers to purchase the products. As a result, the organization has witnessed increase in sales and profit level in earlier years. Lastly, commercial mails have also been used by the organization to attract and influence the customers to take positive actions (i.e. purchase) in the market. 3.3. Competitions 3.4. The Body Shop iPhone Application The recently launched Body Shop iPhone application is intended to gain customer’s attention in the market by providing them with an experience to browse through the exclusive product catalogue. Meanwhile, the application has also provided the customers with an opportunity to view the latest promotions of the company while being the first to gain pivotal insight regarding the exclusive offers over the internet. Additionally, the recently launched application has allowed the customers to shop securely from their iPhones while seeing detailed information regarding the products and the company (The Body Shop, 2013b). 3.5. Innovative Promotions 3.6. Environmental and Community Protection Strategy TBS aims to protect the environment along with the communities. In order to do so, the organization sponsor events like ‘STOP sex trafficking of children and young people’ in earlier years. This effort to defend the rights of human allowed the organization to gain trust and customer’s confidence in the market. Moreover, the petition raised by the organization was able to gain over 7 million signatures from around the globe. In addition, the environmental protection campaign by the organization to reduce the waste and environmental impact provided the organization with significant results. 3.7. Loyalty Scheme The introduction of loyalty scheme by TBS is one of the most prominent marketing strategies of the company to gain customer’s attention in the industry. In addition, the reward cards system initiated by the organization has also provided the organization with outstanding results in terms of awareness creation and increase in sales. This reflects that the organization still focuses highly on relationship marketing strategies rather than profit-oriented strategies within the cosmetic industry (The Body Shop, 2013c). On the other hand, the strategic decisions that the organization might take when entering a new overseas market are as follows; 3.8. Franchise Franchising would be the primary decision of the company to enter new overseas market. This could be witnessed from the very first franchising decision taken into consideration by the company just after 2 years of establishment. TBS has taken the option of franchising into consideration for more than once in terms of international expansion. The company operates in 61 countries and all on the basis of franchising as the benefits associated with such an option are far greater than others. Some of the benefits include; - Minimum capital investment is required at the time of starting a new business in the international market - The organization is provided with an opportunity to penetrate and expand in the market more easily - The organization is provided with two-fold benefits i.e. initial fees along with the percentage of sales 3.9. Internet Internet has also remained in the spotlight when it comes to enter new overseas market. Internet has become an important platform for businesses to offer products in other countries (Fill, 2009). The company’s webpage allows the organization to provide the customers with essential information regarding the company along with the products and services offered by the company in the local and international market. Moreover, internet being the most cost efficient and effective way has been used by the organization to attract the customers for competitions. In addition, the newly introduced iPhone application is an example of internet to capture the attention of customers in the international market. 4. Recommendations For TBS to significantly enhance its sales and to enhance customer’s interaction with the company, following recommendation should be taken into consideration; - The company has focused highly on commercial mails in earlier years as well as in current year. The commercial mails have allowed the organization to gain customer’s attention but the frequent commercial mails have frustrated the customers. The rising number of sales has negatively influenced the customers in the local and international market as they are forced to think that the quality of product might be compromised due to which they are frequently provided with discounts and sales. - In earlier years, the retail stores in US were culturally disconnected due to which the customers were frequently ignoring the TBS’s retail stores. In order to attract the customers in US, the organization should work on connecting with the customers through traditions and customers. For instance, the concept of graffiti is on its peak in US. By using it to organization’s advantage, TBS would be provided with an opportunity to attract the customers in the local as well as international market. - The emergence of social media has provided the organization with variety of benefits (Hazlett, 2010). With the help of social media, organizations around the world are continually able to communicate and interact with the customers in different parts of the world (Smith, and Zook, 2011). This reflects that the organization should enhance its social media activities by focusing highly on SEO and SMM as it would help in the identification of target audience’s needs and wants. However it is important for the firm to prepare a proper promotional and marketing plan to achieve the desired objective (Thackeray, Neiger, and Hanson, 2007). Unless the organization has formulated proper objectives and plan, it would not be able to measure the success of the marketing campaigns (Zenker, & Martin, 2011). - Customers are continually looking for products that could provide them with the desired benefits in terms of beauty. Rather than just advertising over the TV, the organization should advertise its products and services on the smartphones as well. This would provide the organization with an ability to reach to mass audience in the market which will eventually help in attracting potential customers along with actual customers in the local and international market. 5. Conclusion Being a subsidiary of L’Oreal, The Body Shop has to consider every factor before entering a new overseas market. Although, the products offered by the company are well known in 61 countries but the company has a long way to go to achieve its desired goals and objectives and to become the world’s leading cosmetic brand in the international world. The marketing strategies of TBS have played a dominant role in earlier years due to which the organization has been continuously provided with opportunities to increase its sales. The marketing efforts of the company have somehow provided it with superiority over some of the fiercest rivals within the industry. The most prominent marketing strategy is the use of social media to attract and retain existing customers along with potential customers within the industry through social media. Even though, the organization is well known for its quality products, but the level of followers over the internet are quite a few. This reflects that the organization has to work regularly in gaining customer’s confidence and trust over the internet. Moreover, the use of competition has also allowed the organization to attract variety of customers from all over the world. On the other hand, in earlier years the organization has remained on the desired track due to its franchising decisions. With operations in 61 countries, the organization focuses highly on franchising due to the variety of associated benefits. One of the most prominent benefits is the level of profits (i.e. franchising fees + percentage of sales) from the franchisee. 6. References Baines, P., Fill, C., & Page, K. (2010). Marketing (2nd Ed.). Oxford: Oxford University Press Chaffey, D., Ellis-Chadwick, F., Mayer, R. and Johnston, K. (2008). Internet Marketing: Strategy, Implementation and Practice (4th Ed.).London: FT Prentice Hall Day, G.S. (1990). Market-Driven Strategy: Processes for Creating Value. New York, NY: The Free Press. Eleftheriou-Smith, L. (2012). The Body Shop signs up Lily Cole as global brand ambassador. Marketing Magazine, Available from http://www.marketingmagazine.co.uk/article/1123925/body-shop-signs-lily-cole-global-brand-ambassador [Accessed August 2, 2013] Fill, C. (2009). Marketing Communications: Interactivity, Communities and Content (5th Ed.) London: FT Prentice Hall Ghauri, P. & Cateora, P. (2010). International Marketing (3rd edition). London: McGrawhill Goi, C. L. (2009). A review of marketing mix: 4Ps or more?. International Journal of Marketing Studies, vol. 1, no. 1, pp. 2. Gosnay, R. and Richardson, N. (2008). Develop Your Marketing Skills. London: Kogan Page Haberberg, A., and Rieple, A. (2008). Strategic Management: Theory and application. New York: Oxford University Press. Hazlett, K. (2010). ‘Marketing to the Social Web: How Digital Customer Communities Build Your Business.’ Journal of Consumer Marketing, vol. 27, no. 3, pp. 293 - 295 Keegan, W. J. & Green, M. C. (2011). Global Marketing (6th edition). London: Pearson EducationKotabe, M. & Helsen, K. (2008). Global Marketing Management (4th edition). London: Wiley Kotler P., Armstrong, G.,Wong, V. and Saunders, J. (2008). Principles of Marketing (5th European Ed.) London: FT Prentice Hall Kotler, P. (2003). Marketing Management. Upper Saddle River NJ: Prentice Hall. Kotler, P., and Keller, K. (2009). A Framework for Marketing Management. New Jersey: Pearson Prentice Hall. Mulhem, F. (2009). ‘Integrated marketing communications: From media channels to digital connectivity.’ Journal of Marketing Communications, vol. 15, no. 2-3, pp. 85-101. O'shaughnessy, J. (1988). Competitive marketing: a strategic approach (2nd ed.). Boston MA: Unwin Hyman. Piercy, N. F. (2009). Market-Led Strategic Change: Transforming the Process of Going to Market (4th Ed). Butterworth Heinemann Smith, P., and Zook, Z. (2011). Marketing Communications: integrating offline and online with social media. London, UK: Kogan Page. Strauss, J., & Frost, R. (2011). E-Marketing (6th Ed.). London: FT Prentice Hall. Thackeray, R., Neiger, B., and Hanson, C. (2007). ‘Developing a Promotional Strategy: important questions for social marketing.’ Health Promotion Practice, vol. 8, no. 4, pp. 332-336. The Body Shop. (2012). Our Company. Available from http://www.thebodyshop.com/content/services/aboutus_company.aspx [Accessed August 2, 2013] The Body Shop. (2013a). Butter Up With Our Pick Of The Season. Available from http://www.thebodyshop.co.uk/content/competition/giveaway.aspx [Accessed August 2, 2013] The Body Shop. (2013b). The Body Shop iPhone App. Available from http://www.thebodyshop.co.uk/app/landingpage.aspx [Accessed August 2, 2013] The Body Shop. (2013c). Join love your body™. Available from http://www.thebodyshop.co.uk/loyalty/love-your-body/index.aspx [Accessed August 2, 2013] Zenker, S. & Martin, N. (2011). ‘Measuring success in place marketing and branding,’ Place Branding and Public Diplomacy, vol. 7, pp. 32-41.

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The Body Shop Marketing Strategy: Disrupting the Beauty Industry Since 1976

The Body Shop International Limited is a British beauty brand specializing in cosmetics, skincare, and perfumeries, founded in 1976 by Dame Anita Roddick in Brighton, UK. Since then, The Body Shop marketing strategy hasn’t stopped challenging the world of the beauty industry, holding up the sector to high standards, and encouraging radical changes. It is no secret that the brand’s positioning in beauty and personal care was different from the start, and it was a critical factor in making it one of the most renowned companies with ~3000 stores worldwide in more than 65 countries.

To fully understand the components that drove its growth, we will dig deeper into the Body Shop marketing mix and analyze it in detail. This case study will give readers a complete understanding of how a small store transformed into a global enterprise that reached success and became a beacon of change in the beauty industry. Learn more about the unique case of The Body Shop and take notes because it can be a great source of inspiration and an example to follow.

Table of Contents

• > A walk through the history of The Body Shop
• > The Components of The Body Shop Marketing Strategy
• > THow The Body Shop marketing strategy embraced omnichannel
• > Analyzing The Body Shop’s eCommerce website
• > IThe technologies that The Body Shop is now using
• > Interesting statistics regarding The Body Shop
• > The Body Shop’s latest news

A walk through the history of The Body Shop

For the last 47 years, The Body Shop has been a pioneer in eco-friendly, sustainable, and cruelty-free products, a feat that has given the brand significant awards, certifications, and recognition. Activism has been at the forefront of the company’s character, and its mission is to empower women and girls all over the world to be their best, natural selves. Let’s see in detail how The Body Shop started and evolved through the years. 

When Dame Anita Roddick launched her business in 1976, she only did it to sustain her family as her husband was traveling abroad. Right off the bat, she was interested in an ethical, cruelty-free store based on natural ingredients sourced from producers. Attempting to save the bottles for her products, as they were not enough, Anita created the refillable system, where her customers would return the empty bottles to reuse them. Funnily enough, she was using urine sample bottles from a nearby hospital with handwritten labels.

Expansion and development

When Anita’s husband returned from America in 1977, the couple started investing in the Body Shop’s growth through franchising. By 1984 the business was operating 138 stores under its name, and in 1988, The Body Shop started trading in the United States, a move that skyrocketed the business. The franchising strategy allowed Anita and Gordon to expand their brand, and by 1994, 89% of the stores were franchises.

Later years 

One of the most significant events in the history of The Body Shop was its acquisition from L’Oréal in 2006. That move brought major changes, scrutiny, and controversy in the brand’s name since L’Oréal was already known about its animal testing practices for its products. Even though they terminated animal testing in 1989, their strategic opening to the Chinese market complicated operations, as China is known for its harsh laws on cosmetics.

The Body Shop and Anita’s defense on this subject were clear, though. She insisted that she wished to bring change from within and act as a “Trojan horse”. The Body Shop’s mission would be instilled in the big corporation, resolving environmental and animal testing issues. Unfortunately, Anita passed away in 2007 and didn’t get the chance to fulfill her goal.

Years later, in 2017, L’Oréal sold The Body Shop to the Brazilian eco-friendly brand, Natura & Co group. Currently, along with Avon, Natura, and Aesop, The Body Shop is a subsidiary of the 4th largest pure-play cosmetics company worldwide.

Awards and recognitions

A company with great impact such as The Body Shop is bound to be widely celebrated and acknowledged for its achievements. We have gathered the most important ones, so feel free to have a look.

• Lifetime Achievement Award – RSPCA Britain, 2018
• Best Glow-Boosting Serum (Edelweiss Daily Serum Concentrate) – Marie Claire Awards, 2022
• Best Make-Up Remover (Camomile Sumptuous Cleansing Butter) – Marie Claire Awards, 2022
• Best Glow Giving Serum: Vitamin C Glow Revealing Serum – Woman & Home Beauty Awards, 2022
• Beauty Brand Making a Difference – The Sunday Times Style Beauty Awards, 2022

Last but not least, The Body Shop is a B Corp Certified company, an award given to corporations that live up to the highest social and environmental standards. Recently, The Body Shop became a member of the B Corp Beauty Coalition, a group of 25 global companies with sustainable strategies in the beauty industry.

The Components of The Body Shop Marketing Strategy 

What differentiates The Body Shop from other beauty brands is that social and environmental positive change is integrated into the company in every aspect, defining its objectives. Anita Roddick firmly believed that businesses can inspire social change and shape the status quo. That is why she founded the first cosmetics company that supported cruelty-free and ethical approaches.

The Body Shop marketing mix is based on redefining and disrupting the ordinary beauty standards, making women and girls around the world feel valued, and bringing out their inner beauty with everyday rituals of self-love. Browse below to deeply understand the components that contributed to The Body Shop’s success story.

Being a force of change in the beauty industry

The Body Shop marketing strategy has ethical values at the heart of its operations and always aims to better the beauty industry and lead by example. To achieve this goal, the company collaborates with independent organizations that hold it accountable and encourage it to keep up the fine work. Thus, they work closely with The Vegan Society, Cruelty-Free International, the Ellen Macarthur Foundation, the UEBT (Union for Ethical Biotrade), and Ecocert Environment.

Recycling policies, and the Community Trade recycled plastic program

In the ‘70s, when Anita initiated the recycling program, it was mostly a means to an end, as she didn’t have enough resources to buy enough bottles for her products. This tactic turned into a pioneering strategy that made The Body Shop a recycling, revolutionary brand. Nowadays, the corporation runs 718 in-store, large-scale refill stations in 40 countries, intending to eliminate waste plastic while giving a second life to recyclable packages.

Moreover, The Body Shop marketing strategy is not just a tactic to promote the business. It is a genuine attempt to inspire the beauty industry and bring a positive impact on a worldwide scale. The Community Trade recycled plastic initiative is a collaboration between The Body Shop and the Plastics for Change for-profit organization, an organization that works together with local Indian NGOs, Hasiru Dala and Hasiru Dala Innovation (HDI).

The purpose of this partnership is to support waste pickers from Bengaluru, India, provide an income for this community, and use their expertise in waste management. It’s not about stopping using plastic already but coming up with an effective solution that makes it recyclable and sustainable.

The Community Fair Trade Initiative and the 2020 Modern Slavery Statement

The essence of the Body Shop marketing strategy is to empower people all over the world, not only through its products but also through its partnerships. The Community Fair Trade program started in 1987, and it’s still going strong today, even after 36 years. The idea behind this program is to implement strong, long-term trading collaborations with producers, farmers, and artisans globally and receive high-quality ingredients with ethical means. The Body Shop’s suppliers are located in developing countries and are given fair prices for their goods, helping them provide financial opportunities for their people and communities. Some of these communities are located in Ghana, Nepal, and India, to name a few.

The Modern Slavery Statement is a complete report on the brand’s actions in 2020 to prevent and abolish all forms of modern slavery. This complex and significant issue meant that The Body Shop would have to partner with Hestia, a support organization, to find the resources to fund the travel documents of 100 London-based survivors and aid them rebuild their lives again.

Activist campaigning: Turning The Body Shop stores into “Activist Hubs”

The Body Shop marketing campaign in 2019 was a rebranding strategy that gave a new purpose to the beauty retailer. Supporting the feminist movement, The Body Shop renewed its stores to turn them into hubs and meeting points where customers could gather and participate in various activist projects, such as workshops.

Target markets, product diversity, and distribution strategies

The target demographic of The Body Shop marketing strategy focuses mainly on female audiences, and the majority of its products appeal to teen girls and adult women of different ages. Recently, the enterprise expanded some of its product lines to men, acknowledging that self-care and self-love is not only a female character trait but a ritual that we all need.

The Body Shop product variations include goods for skincare, hair and body treatments, makeup, and fragrances for both men and women. Regarding the distribution and supply chain strategies, The Body Shop marketing strategy focuses on distributing and selling its products in-store or online to its consumers, wholesale to its distributors, and via its direct selling program, “The Body Shop at Home”.

How The Body Shop marketing strategy embraced omnichannel

Personalization is a crucial part of omnichannel customer engagement and an essential asset for understanding customer behavior. The Body Shop marketing mix has these tactics woven into its overall approach, so take a page out of its book for inspiration.

#1: Making perfect use of a personalized omnichannel customer engagement strategy

One of the most effective ways that The Body Shop manages to sustain its high conversions and retention rates is the initiation of a personalized omnichannel experience. A seamless customer journey ensures that the needs of its customers are comprehended and addressed. The first step towards that goal was revamping its engagement strategy with appealing creatives, a new app for its loyalty scheme, and a product recommendations engine installed on its website.

Additionally, as we are referring to a global brand, localization was a second step to achieving growth. Offering optimized content according to different countries across different channels was the key to implementing a unified customer experience. Specifically, the Greek franchise of The Body Shop has been cooperating with ContactPigeon for its marketing efforts to engage with its loyal customers through several channels and multiple features.

#2: A full overview of customer shopping habits with customer data and analytics

Data-driven decision-making is paramount for any retail business that wants to stay competitive. Accordingly, The Body Shop marketing strategy digitally transformed, and accumulated data from different sources, such as surveys, social listings, and its loyalty club. This feed of data is what drives the brand’s personalization strategy, enabling it to communicate with its audience with relevant content and campaigns.

#3: The “Love Your Body” exclusive loyalty club

Loyalty clubs are the bread and butter of customer lifetime value and retention rates, and The Body Shop marketing strategy would include such a move. Rewarding loyal customers is a chance to thank them for their preferences and acknowledge their contribution to The Body Shop’s growth. The “Love Your Body” is one of the most generous clubs in the UK retail industry, giving £5 for every in-store £50 purchase.

Another interesting fact of this particular scheme is that consumers can donate their points to charity, enforcing The Body Shop’s vision even more. Moreover, it offers limited discounts and exclusive events to its followers and can be used as an in-store online wallet, creating a bridge between online and brick-and-mortar stores.

Analyzing The Body Shop’s eCommerce website

Body Shop is undoubtedly one of the top and most highly evaluated retail brands. We’ve analyzed four-page templates of their site to identify eCommerce best practices and mistakes you should avoid.

A. Analyzing The Body Shop’s Homepage

What we liked 

• Seasonal content is prominently displayed, above the fold 
• Store locator functionality in the top left corner 
• Sticky cart and header 
• New arrivals section informing the visitors 
• Advice & tips section on the header
• Easy-to-navigate, beautiful design
• Detailed drop-down menu

What we didn’t 

• Too much information and links to follow that may cause confusion

B. Analyzing The Body Shop’s Category Page

• Bestsellers option
• Tips for each category at the top of the page
• Quick-add-to-cart functionality
• Wishlist button
• Filtering option
• When the user reloads the page the items of configured differently making it hard to track the desired item

C. Analyzing The Body Shop’s Product Page

• Two add-to-cart CTAs, one in the middle of the page, the second at the footer with a sticky function
• Indication of the points that the user will collect
• In-stock/out-of-stock
• High-definition images with a variety and interesting creatives
• “How to use it” section with videos
• Components of each product
• The descriptions are too detailed and may be distracting

D. Analyzing Body Shop’s Checkout Process

• Sign in/log in CTAs to the “Love your Body” club
• Eye-catchy, free shipping reminder that boosts AOV
• Buy online, pick up in-store option
• PayPal payment method
• Gift wrapping option
• No guest checkout option
• At the final stage of the checkout, the header disappears, making it hard to navigate back to the homepage

The technologies that The Body Shop is now using

Using the buildwith tool, we scanned the Greek branch’s website of The Body Shop, and we highlighted the most impressive technologies spotted:

ContactPigeon 

Robust omnichannel customer engagement solution designed for retailers. Like Tommy Hilfiger , the Greek franchise of The Body Shop is cooperating with the ContactPigeon team to deliver personalized messages at the right time, with the right content. 

Interesting statistics regarding The Body Shop

• In 2020 over 5 million people in the UK were using the brand’s shower gels and bath products. ( Statista )
• The Body Shop’s products are popular mainly in European and Middle Eastern (EMEA region) countries. The Asia Pacific region follows. ( Statista )
• In Europe, the counties with the highest consumption rates of the Body Shop’s products are Germany and France. ( Statista )
• The United Kingdom sends the most traffic to the Body Shop’s website. ( similarweb.com )
• 30.10% of the website’s traffic comes from visitors between the ages of 25-34, and its audience is 33.26% male and 66.72% female. ( similarweb.com )
• In 2022 The Body Shop’s revenue reached $1.1B. ( zip pia.com)

The Body Shop’s latest news

• Natura to focus on The Body Shop as it sells Aesop ( Retail Week )
• The Body Shop chief executive David Boynton steps down ( Retail Week )
• The Body Shop buys 250 tonnes of recycled plastic in a bid to tackle pollution ( Independent.co.uk )
• The Body Shop stands with Ukraine ( The Body Shop )
• The Body Shop Canada continues to expand new concept stores nationally ( Newswire.ca )

What to keep from The Body Shop marketing strategy 

The Body Shop success story is a brilliant example of a brand dedicated to disrupting the beauty industry and taking the world by storm. The brand’s ethics and moral practices pave the way for a fairer world with equal opportunities and sustainability. Of course, all these were not done by chance but with strategy, sacrifices, and organization.

Apart from being one of the most eco-friendly brands worldwide, The Body Shop marketing strategy has a few aces up on its sleeve. Combining technology with a powerful message made the brand reach the top of the cosmetics business and drive change from within. If you wish to follow in the footsteps of retail giants such as The Body Shop, conducting deep market research before investing in a powerful customer engagement platform should be a top priority. The second would be to stay updated on the latest eCommerce trends, so don’t forget to book a free 30-min customer engagement session with one of our experts for a consultation.

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Perm: Vibrant metropolis on the Kama River

Photographs by William Brumfield

  Located just on the European side of the Ural Mountains, the metropolis of Perm is both an industrial powerhouse and one of Russia’s major cultural centers. The main part of the city extends for miles along the high east bank of the Kama River, with sweeping vistas across the river to the west. With slightly over a million inhabitants, Perm belongs to a cluster of cities ( Krasnoyarsk , Voronezh, Volgograd ) that falls just outside of Russia’s top ten.

Perm is documented as early as the 12-century chronicle “Tale of Bygone Years.” At that time, the word “Perm” was variously used to mean lands extending from the Vychegda River basin in the north to the Pechora and Izhma River networks in the east and south to the Vishera and Kama Rivers. This territory was nominally controlled by the economic power of Novgorod, whose hunters and traders were interested in its supply of valuable furs.

The city now known as Perm had its origins in the quest by Peter the Great (1672-1725) to exploit the rich ore deposits of the Urals and secure sources of high-quality industrial metals. As was the case for other Urals' towns (including Ekaterinburg), the guiding force in developing this area was Vasily Tatishchev (1686-1750), one of Russia's early professional historians.

A scholar with a gift for practical activity, Tatishchev had boundless admiration for Peter the Great and was an influential proponent of the central role of autocrat and state in Russian history. During the 1720s, Tatishchev established settlements at mines, smelters, and metal-working plants throughout the Ural Mountains.

In 1720, Tatishchev chose the 17th-century village of Egoshikha, located near the small Egoshikha River, a tributary of the Kama. With nearby sources of copper ore, the site was considered ideal for a large smelter. Construction began on the main Egoshikha factory on May 4, 1723, which is considered the city’s founding date. The name “Perm” was officially adopted only in 1781 after a command by Catherine the Great that transformed the large factory settlement into an administrative center for the Urals.

Since its origins, Perm has been associated with heavy industry, and by the 1860s it became one of the most important arms producing areas in Russia. The cannon works at Motovilikha, a factory town founded in the 18th century near the copper plant at Egoshikha, became a key component in the Russian military-industrial complex. There is now an outdoor museum devoted to an array of armaments produced at Motovilikha.

How to get there

To get to Perm take a regular flight from Moscow. The trip takes 2 hours. Or take a train from Moscow's Yaroslavsky railway station. The trip takes almost 24 hours.

Because of its favorable location on the Kama in the Volga River basin, Perm during the 19th century developed into a transportation center for salt and other minerals, as well as metal ore and the products of metal factories throughout the western Ural Mountains. In 1846, regular steamboat service was established on the Kama. In 1863, Perm was included in the main Siberian Highway, and in 1878 construction was completed on the first phase of the Urals Railroad from Perm to Ekaterinburg, part of a railroad construction boom that culminated in the early 20th century with the completion of the TransSiberian Railway.

Although located on on a major river, Perm was remote enough to serve as a place of exile. The state reformer Count Mikhail Speransky, who appears in Tolstoy's War and Peace, fell into temporary disfavor under Alexander I and was exiled here in 1812-14. Two decades later, in 1835, writer and political thinker Alexander Herzen spent part of his long exile in Perm. And during the Stalinist era, the Perm region became a major part of the GULAG system.

The city's architecture has reflected it growth since the 19th century. Perm's most visible religious building is the Cathedral of the Transfiguration of the Savior overlooking the Kama. The cathedral was located at the Transfiguration Monastery, originally founded in 1560 by the Stroganovs for their settlement up the Kama River at Pyskor. In 1781 the monastery was transferred to the newly elevated Perm as a bishop’s residence. Construction of the Perm cathedral extended over several decades until 1819. As the cathedral was completed, work began on its majestic neoclassical bell tower, designed by Ivan Sviyazev and finally completed in 1832.

The Transfiguration Cathedral and adjacent monastery buildings now house both the Art Museum — which contains an excellent collection of local religious art, including wooden statuary — and the Regional History Museum.

Much of Perm burned during a fire in 1842, but the town rapidly recovered. Among its cultural monuments is the house built in 1852 on Siberian Street by Pavel Diaghilev, grandfather of the great Serge Diaghilev, who spent much of his childhood there.

During the decades leading up to World War I, the expansion of Perm led to the widespread construction of brick buildings in decorative eclectic styles for commercial, private and religious use. Many of these buildings have been preserved, including Orthodox churches that escaped destruction during the Soviet period. Prominent among them are the Ascension-St. Feodosy Church (1903-1910) and the Trinity Cathedral (1846-1949).

Carefully restored on the city outskirts is the Church of the Icon of the Kazan Virgin, constructed in 1905-1907 with support from the Kamensky merchant family. Part of the now revived 19th-century Dormition Convent, the church is known for its large ceramic image of the savior by the artists Viktor Vasnetsov and Nikolai Roerich. To the north of central Perm is the elaborately decorated Church of the Dormition, rebuilt in 1900-1905 at the Egoshikha Cemetery, near the site of the original Perm copper smelter.

Perm also has a large Moorish-style mosque whose construction in 1902-1903 was funded by wealthy merchants. Its tall minaret is an area landmark, soaring above the few remaining wooden houses and century-old brick buildings in what was once a neighborhood of ethnic Tatars, who are traditionally Muslim.

Like other industrial and railroad towns in the Urals and Siberia, Perm was hotly contested during the Russian Civil War. For a few months it appeared that Admiral Alexander Kolchak's White forces, which captured Perm on Christmas Eve in 1918, would prevail in their drive westward.

Yet the energetic strategy of Red commanders such as Mikhail Frunze and Vasily Bliukher drove Kolchak back from Perm in what proved to be a disastrous retreat. The Red victory in the spring of 1919 is commemorated in the center of town by a bronze statue of Red soldiers and commissars. The sculpture is located where Lenin Street meets the Komsomol Square park.

Efforts are now underway to understand the history of the anti-Bolshevik side in the conflict. Near the Bolshevik monument is a restored townhouse known built in 1910 by the merchant Vasily Korolev and known as the Korolev's Rooms Hotel. The facade now displays a bronze plaque noting that Grand Duke Michael Aleksandrovich, the fourth son of Alexander III and briefly the successor to Nicholas II in March 1917, lived there during 1918 until taken away for execution by a Bolshevik faction on June 14.

Despite catastrophic damage during the Civil War, Perm regained its industrial power in the 1930s. In March 1940, the city was renamed Molotov in honor of Vyacheslav Molotov (1890-1986), a member of Stalin’s inner circle. The name Perm was restored in October 1957 in the wake of Nikita Khrushchev’s campaign of de-Stalinization.

Perm still maintains a tenuous balance between preservation and a "big-city" sense of proportion and design. The central city now displays a number of swank new apartment and office towers, including developments by the prominent local architect Sergei Shamarin.

The Bykovo Estate: Gothic fantasy at the edge of Moscow

The city's economy rests on the continuing viability of local industry, which includes not only metal working and engine production but also major oil refineries and related chemical plants. A particularly visible role is played by energy giant Lukoil.

Perm is also known for its cultural institutions, including the Perm Museum of Contemporary Art, located in the former main River Station (1940). Its avant-garde installations have received varying levels of support, and the building's monumental facades currently have a disheveled appearance.

Also no stranger to controversy is the monumental “Perm Gate,” erected in 2011 by the artist Nikolai Polissky near the main Perm II Rail Station. Nearly 40 feet tall, the sculpture consists of hundreds of fir logs bound in chaotic fashion to create a peculiar triumphal arch.

Also near the city is Perm-36 , a former concentration camp site converted to a museum about the GULAG system which recently lost its funding and was forced to close.

Read more: 

The norilsk golgotha: memorial to those who suffered in norillag.

Norilsk has not shied away from its history as the site of a Soviet camp

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The Body Shop: Financial Strategies Case Study

• To find inspiration for your paper and overcome writer’s block
• As a source of information (ensure proper referencing)
• As a template for you assignment

Introduction

Prospects of financial forecasting, estimation of sales level, company’s debt, sensitivity analysis.

The Body Shop Company is a vivid example of how a small store can turn into one of the world’s largest retailers. Anna Roddick, the head of this corporation, is an acknowledged and talented organizer who managed to make a world-famous brand from her enterprise. One of the areas that deserve attention is the financial work of the company since this aspect of the activity, as a rule, is hidden from prying eyes but plays almost the main role in the process of structuring production and sales.

Therefore, as an analysis of the company’s financial policy, it is possible to build several assumptions regarding the effectiveness of the used strategies and to estimate the real performance indicators. The basis is the case by Bruner et al. who studied the financial strategies of the company and its strengths and weaknesses in detail.

To discuss the effectiveness of management strategies, it can be assumed that the financial forecasting that was typical for The Body Shop in the late 20th century was the only true strategy. According to Bruner et al., Mrs. Roddick used a hybrid of two common methods of forecasting – T-account and percentage-of-sales (121). Both of these approaches brought quite much profit as the dividends of the company were substantial, and the losses were insignificant. Moreover, there always was a possibility to accurately predict the potential success of a particular investment or a restructuring of the working strategy since competent forecasting made it possible to successfully calculate possible variants.

The end of the 20th century was the time when it was quite difficult to occupy the niche of sales because the competition was very high, and the lack of innovative resources did not allow many companies to become leaders and overcome competition. However, judging by the success of The Body Shop, the management chose one of the most optimal ways of development. Perhaps, it is not just the calculations but also a successful marketing campaign. Nevertheless, the forecasting used by Mrs. Roddick was certainly one of the most successful mechanisms for the growth of the company.

Another assumption that can be made is as follows: a constant assessment of the level of sales helped the leadership of the corporation achieve significant success in attracting customers. As Bruner et al. claim, expenses are also a part of the company’s financial analysis since it is also a type of monetary operation (122). However, together with costs, it is essential to pay attention to not only projections and costs but also current demand. Because Mrs. Roddick and her employees adhered to the sound business policy, the corporation became world-famous. It can be explained by the fact that relevant conclusions were timely made based on the indicators of consumer demand and interest.

Thus, the calculations help to understand the current sales volume and compare it with the previous one, converting the result into percentages (Bruner et al., 122). In case negative dynamics is observed, that is, a decrease in indicators, appropriate measures should be taken. Accordingly, the assessment of the sales level is a significant component of financial policy and can become a very useful mechanism for any enterprise performance evaluation.

It is possible to assume an impossible thing: if The Body Shop had not had money debt, it would have become one of the leaders in the world much faster and more confidently. However, despite the seeming logic of this statement, it would hardly have been possible. According to Bruner et al., there are specific mechanisms to calculate debts, and they can be adjusted to one particular indicator (125). Nevertheless, firstly, the debt of the corporation is a documented fact, and secondly, the absence of debt would not mean that money would be spent directly on the promotion of the company. Therefore, this assumption is highly controversial and ambiguous.

The analysis confirms that the financial performance of the company under consideration was quite successful, and a positive trend was observed, that is, slow but steady growth in profits. The volume of excess cache constantly changed, and it is possible to surely conclude that the growth rate was not a constant variable and depended on various factors. Accordingly, together with the production growth, EFN also grew, which was quite a logical and understandable process since the increase in production inevitably required the strengthening of positions in the market, the purchase of new raw materials, etc. From year to year, the sales ratio constantly increased, which allows speaking about the success of the current fiscal policy.

Perhaps, the growth rate was not very fast. Nevertheless, stable progress is the confirmation of the right chosen course and the qualifications of the economists working for the company and calculating its potentially beneficial opportunities.

Thus, not all assumptions concerning the activities of The Body Shop can be confirmed, and the relevant documentary evidence is useful. The assessment of the corporation’s work is completely positive. Sensitivity analysis revealed a particular correlation between the increase in profits and the growth of EFN.

Bruner, R. F., et al. The Body Shop International Plc 2001: An Introduction to Financial Modeling . Darden Business Publishing, 2001.

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IvyPanda . (2020) 'The Body Shop: Financial Strategies'. 25 October.

IvyPanda . 2020. "The Body Shop: Financial Strategies." October 25, 2020. https://ivypanda.com/essays/the-body-shop-financial-strategies/.

1. IvyPanda . "The Body Shop: Financial Strategies." October 25, 2020. https://ivypanda.com/essays/the-body-shop-financial-strategies/.

Bibliography

IvyPanda . "The Body Shop: Financial Strategies." October 25, 2020. https://ivypanda.com/essays/the-body-shop-financial-strategies/.

Perm Krai Capital of Culture

• Support of regional and other partners
• Working groups
• Policy papers
• Newsletters
• Main themes
• Social and cultural integration
• Citizenship and civil society
• Historical heritage
• Music and cinema

Youth policy

• External Cooperation
• Testimonials

Project initators: 

“ Cultural Planning will help to ensure the Perm region will remain distinctive and unique” , Mr. Protasevich said. “It will mean planning ways to support and preserve our heritage, developing appealing opportunities for artists and musicians regardless of age, and generating education and employment. It will mean building a creative community with a buzz.”

“Some of the identified objectives of “Perm krai international:young journalists@school” project include facilitating greater communication and cooperation among young community and official organizations in Perm krai”, said the Vice-Minister of Perm krai.

“Perm Krai International: young journalistes@school”

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The international children festival of theatre arts “Long Break”

What is the international child festival of theatre arts “Long Break”? It is a real holiday for young spectators and their parents. The international child festival of theatre arts “Long Break” will be hold from the 30th of April to the 5th of May. It will be in Perm and Lysva. It will be hold under the aegis of the Ministry of Culture of the Russian Federation and the Ministry of Culture, Youth Politics and Mass Communications of Perm Krai. The program of the festival is prepared by Russian and foreign experts of child theatre. There are the most interesting for children events of the world arts. The “Long Break” familiarizes children with actual artists. It is the platform where people communicate with people using the language of modern arts which is understandable for a new generation.

The festival “The White Nights in Perm”

• The participants of the festival of land art “Ural Myths” will create art objects using natural materials. The objects will have the same mythological idea.
• During the festival of bears “MedveDay” the masters Teddy-makers will tell gripping stories about a symbol of the city. They will organize some exhibitions of teddy bears and they will give master classes.

• The exhibition “Mammoth’s track” will gather mammoths from different corners of Russia on Perm’s territory. There will be even a famous mammoth Dima.
• And at last the international festival of street arts «Open sky» will represent the various program: carnival processions, a 5-day master class «Mask Art», street shows and performances, performances of Russian and foreign street theatres.

The IX International festival “Heavenly Fair of Ural”

From the 26th to the 3rd of July the IX International festival “Heavenly Fair of Ural” takes place in Kungur. There will be a fight for the I Privolzhski Federal Disctrict Cup for aerostatics and the VII Perm Krai Open Cup for aerostatics.This year Kungur won’t hold rating competitions which results are taking into general account of the pilots. They counted on creating entertainment activities “Air battles over Kungur”. There will be the representatives of sub-units of ultralight aviation, detachment of parachute troops and water means. All the battles will take place straight over the city. And natives will take part in the festival too.According to initial data 15 aeronauts and about 50 ultralight aviation pilots expressed willingness to take part at the festival. And a dirigible pilot confirmed his participation.Ultralight aviation pilots will take part in the “Air games” within the festival. As last year a campsite of ultralight aviation will base in an area near a village Milniki.

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