Repositionning of The Body Shop

Timeline 


Repositionning ... 

The Body Shop has evolved significantly since its inception. After success in the 1980s, the brand had a very difficult and sensitive period in the 1990s, this due to the arrival of many competitors in the market, products more or less similar than Body Shop. She even was threatened redemption in 2001. It was in 2005 that the brand begins to regain the path of growth and decided to reposition itself in a new market called "masstige" or a combination of mass market and prestige products.

The brand chose to modernize its logo while keeping it recognizable. This logo symbolizes a very simplified manner , hands holding the earth. The brand also chooses a new signature: "Made with Passion." The stores are gradually redesigned for a winning result in clarity and visibility. The code name of the new concept is "Shop Me". Green facade tends more towards black, while windows are ventilate , shaping the product value. Inside the store marie walls between anise and pistachio green (non-toxic paint for the environment and humans) with berries plating bamboo (renewable certified) panels and hemp fabrics (including Culture requires no pesticide). At the entrance, are the best sellers, while central displays and posters on display highlight the products on promotion. As for the make-up counter, he was rewarded with a new storage system.

Sources : http://bayusasonoaji.wordpress.com/2010/03/09/logos-their-design-evolution/


All these changes have occurred without any advertising, a habit of The Body Shop, which communicates only for causes that are dear to them. The brand draws its strength mainly from word-of-mouth, ith its quality products and very competitive in terms of value for money.

In 2006, Body Shop's management agreed to be acquired by multinational cosmetics giant L'Oréal. This decision led to a spate of criticisms against Body Shop and Roddick as the critics alleged that L'Oréal did not share the values of Body Shop. Some felt that the 'The Body Shop' brand was irrevocably damaged through its association with L'Oréal. However, Body Shop sales seemed to be unaffected by the criticisms and consumer backlash that followed the acquisition, at least in the short term. L'Oréal is to reposition The Body Shop for the second time in three years, as the cosmetics manufacturer strives to boost sales and profits at the beauty retailer it acquired.


Vigny

Sources for pictures :
http://www.thebodyshop.fr/services/template1.aspx?topcode=AboutusHistory
http://www.promofetes.com/225-usa
http://www.ndf.fr/nos-breves/11-10-2013/loreal-devra-t-il-fermer-moitie-ses-usines-francaises-marine-pen-elue-en-2017
http://www.telegraph.co.uk/news/uknews/1563264/Anita-Roddick-A-great-heart-in-a-tiny-frame.html
http://www.le-buzz-immobilier.com/2010/03/immobilier-les-prix-ont-baisse-de-10-0029972

Sources : 
http://www.marketingmagazine.co.uk/article/1082972/loreal-eyes-loyalty-latest-body-shop-re-positioning
http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG181.htm
http://www.e-marketing.fr/Marketing-Magazine/Article/The-Body-Shop-l-ethique-dans-l-ame-15225-1.htm

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