The Body Shop was founded in 1976 by Anita Roddick with the aim to introduce eco-friendly all-natural skincare and fragrance brand. However, the brand was acquired by L’Oréal in 2006 after receiving a lot of backlash. After running the brand for more than a decade, in 2017, L’Oréal sold the company to Brazilian Natura & Co for £880 million.
Since then, the brand has made a remarkable place in the industry with its eco-friendly approach. But there have been a lot of things that went into making the brand such a huge success.
There are a few marketing lessons that we can learn from the brand.
Marketing Sustainability
In a world full of chemical use and other alarming practices, The Body Shop has always advocated sustainability making it stand out from the rest. The Body Shop has always advocated cruelty-free products and has become a people’s favorite for that matter.
Their marketing strategy ensures to highlight this purpose by taking a 360-degree approach.
Data Management & Assessment
The Body Shop has been known to have an effective social media presence. The brand interacts with its followers and forms an analysis based on the interaction per 1ooo followers to gain insight into its performance in the market.
This has helped the brand to uncover some of the major fallouts and tune them correctly for ensured success overall.
Exclusive Perks For Loyal Customers
The Body Shop offers some of the best perks and discounts to its customers through its loyalty program. Not only do you get discounts on festivities, the brand rolls out offers especially on your birthday making you feel even more special. There are many members-only events that the brand organizes for its customers that do become the buzz of the town.
