The Body Shop Brand Anatomy

CREDIBLE:  Credibility and integrity is the core value of The Body Shop. It has always been essential for them to be very active against test on animals and for "saving" the planet. By doing petitions against tests on animals since 1996, for the support of fair trade, to defend Humans' rights, to protect our planet and the ethical trade, they ensured their customers'trust.

CONTRASTING: They are the only one on the cosmetic market to go that far in their actions against test on animals and to defend the fair and the ethical trade.

CLARITY: It is a timeless positioning as sustainability will always be improvable.

COMPELLING:  They have understood what their target audience was sensitive to. But on top of being very militant, they also understood that they needed to help the consumers at getting a high self esteem.

Claire-Sophie.

Sources:

Strategic Brand Management powerpoints
http://www.trainingindustry.com/media/3228255/hf%20leadership%20the%20five%20things%20that%20make%20the%20biggest%20difference.pdf
http://www.thebodyshop.fr/valeurs/index.aspx