The alphabet for today is B; the brand that comes to my mind is The Body Shop. In line with my theme for the #AtoZChallenge, ‘Brands that people identify with’, my today’s pick is The Body Shop.
‘Beauty with a Heart‘ is what the brand stands for.
This company too, was found in the UK in 1976, the same year when Apple was founded in the US.
The Body Shop founder Anita Roddick differentiated her products by using natural ingredients at a time when the retail cosmetic sector in the west was highly competitive.
You might be thinking,
‘What’s the big deal about it, as in many countries including India, natural and herbal ingredients have, for long, been used in cosmetics. Remember Vicco Turmeric?’
The way Body Shop cultivated and projected the image of being a socially responsible, ethical organization gave it enormous visibility on news channels. This became their source of sustained competitive advantage as they could reduce costs in advertisements and celebrity endorsements and sell quality products to customers at reasonable prices.
As Anita Roddick spread the message of eco–consciousness, stood up for human rights, ethical treatment of animals, and fair community trade practices, her business dramatically stepped up to the cosmetics industry.
With her strong company philosophy, Anita gave a purpose to her employees beyond regular selling of products.
The clean green image of the brand was, and still is, a definite positive. Reinforcing people’s belief in natural ingredients over chemical products, it created an emotional appeal, and thus enhanced the perceived value of the products.
And, by the way, the products are quite good too. Having myself been a user of Body shop products since the last 8 years, I have a definite preference for some of these products, and a few are a must have in my kit.
Anita Roddick captured her journey in her book ‘Business as Unusual’ – and that is exactly how she went on about her business.
With over 2,500 stores in over 60 markets worldwide, and now a part of the L’Oréal group, Body Shop has maintained its niche and unique identity in the cosmetic industry.
Ending this post with another quote from the founder of Body Shop.
Consumers have not been told effectively enough that they have huge power and that purchasing and shopping involve a moral choice. ~ Anita Roddick
PS: This is not a paid advertising post, but it may border somewhere around user brand advocacy.
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