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The Body Shop
Digital
Marketing
Social Media
Posts
The Body Shop
Background and Industry Info
Historical
- The Body Shop was started in 1976 by Anita Lucia Roddick
- A British cosmetics, skin care and perfume company- based in East Croydon and Littlehampton, West Sussex
Social Activism
- Campaigns against animal testing with NGO Cruelty Free International since 1989.
- Has committed to environmental protection- building bio-bridges in several countries to restore wildlife corridors.
- (Will talk about more in CSR)
Ownership
- Company now owned by Brazillian cosmetics company Natura
- Sold to Natura by L'Oreal in 2017 after L'Oreal owned them from 2006 to 2017
Business (Revenue)
- In 2017 had a revenue of $1.4 Billion USD
- Comparitively L'Oreal revenue of $26.02 Billion USD
Industry: Cosmetics
- Annual growth rate 5% (2017), 4% (2016)
- The industry of cosmetics has a revenue in 2018 of 4.480 Billion dollars
https://www.statista.com/statistics/297070/growth-rate-of-the-global-cosmetics-market/
Statista. (2018). Cosmetics & Personal Care - Australia Statista Market Forecast. [online] Available at: https://www.statista.com/outlook/70000000/107/cosmetics-personal-care/australia [Accessed 5 Oct. 2018].
Employee
Corporate Social
Responsibility
Corporate Social Responsibility
The Body Shop's mission to "Enrich Not Exploit"
Why people act unethically:
• People just want to make short term profits
Ethics and CSR:
Actions taken voluntarily by a company to address the ethical, social and environmental impacts of its business operations and the concerns of its stakeholders.
Environment
Employees & Communities
Society
Reduce the environmental footprint of all our product categories
Building a biological bridge to protect and regenerate 75 million square meters of habitat to help communities live more sustainably
Reduce energy consumption in all stores by 10% per year
Every time they renovate or redesign, they reduce the environmental footprint of our store
CSR For Environment
THE BODY SHOP's ENVIRONMENT GOALS
100% Power all stores with renewable energy
- Reduce the environmental footprint of all our product categories
- Building a biological bridge to protect and regenerate 75 million square meters of habitat to help communities live more sustainably.
- Transparent plastic bottles contain 25% recycled materials.
- 70% of product packaging no fossil fuels by 2020.
- Reduce energy consumption in all stores by 10% per year
- Every time they renovate or redesign, they reduce the environmental footprint of our store
Employees & Communities
Let 8 million people participate in our Enrich Not Exploit commitment to create our biggest event to date.
The Body Shop employees are passionate about investing time and energy to help others and give back to the communities we operate.
In 2016, The Body Shop employees worldwide spent more than 40,000 hours volunteering.
In 2016, The Body Shop helped more than 20,000 economically vulnerable people get jobs through our supply chain.
Their goal is to help at least 40,000 people by 2020.
CSR FOR SOCIETY
The Body Shop's Main Goal:
End animal testing once and for all!
To this end, they lobby and promote in different countries to ensure that the law is passed and enforced anywhere.
At present, more and more countries, such as Canada, Brazil and Australia, are ending animal experiments in cosmetics.
The Body Shop has gathered 8 million signatures for our campaign to end animal testing in cosmetics forever.
Recommendations
Recommendations
1.
Promotion of environmental stewardship:
- considering the company's reputation for organic, natural products
- well-received by current consumer basis
- attracts other keen environmentalists to their products.
2.
The Body Shop is one of the most ethical and sustainable companies in the world, it should call for and drive other companies to become ethical, and work with them to achieve some larger-scale public welfare activity corporations.
Analyzing
Marketing
Environment
Two environments:
1. Micro-Environment:
-Company has extensive control over.
2. Macro-Environment
-Out of the control of company
The Market Environment
Macro-Environment
Micro-environment
Micro-Environment
1. Company core capabilities: The Body Shop
-makes the statement in its business model of offering: 'naturally-inspired' and ethically made products which are healthy for the body.
-large variety of products in skin-care, body-care and make-up.
Overall core strength?
2. Competition:
- L’Occitane
- Yves Rocher
- Lush
- Weleda.
-These companies are the main worldwide competitors of The Body Shop as they all focus on natural ingredients, ethically made products and environmental protection too.
-Therefore, it’s imperative for continued business growth that The Body Shop expand their global presence and continue to market their brand of products effectively.
3. Partnerships: Currently owned and operated by Natura- another leading cosmetics industry giant.
Macro-Environment
Culture: the shared meanings, beliefs, morals, values and customs a group of people.
-Operates in our Australian culture; ethnically diverse, egalitarian, beach & sport loving bunch of relatively relaxed group. Heavily influenced US media.
Demographics: "snapshot of the typical consumer groups within full consumer base:"
Age: According to a source from Roy Morgan, 18-24 year-olds purchase the most make-up (30% buy at least one Maybelline item in 6 months- compared to 20% for older women.)
Ethnicity - 28.2% of Australians were born overseas, Asian immigrants are the majority of immigrants, making up 12% of the entire population. The Body Shop seems to begin to targetting this demographic with recent campaigns.
Social trends - thrift, privacy concerns, health and wellness, greener consumer, time poor society.
The Body Shop is concerned with providing healthy and ethically produced products.
Political/legal environment:
- Have to refer to National Industrial Chemicals Notification and Assessment Scheme (NICNAS) to check if chemicals are allowed in Australia.
- Therapeutic Goods Administration (TGA) to check if subject to poison scheduling.
Recommendation
Recommendations:
Macro-Environment wise:
Social trends:
- Create products based on the current 'must-have,' viral skin care products
- Market based on national outcry over environmental malpractice
e.g.
e.g. "Inspiration from Korean skin exfoliate product now given as 'Drops of Youth.'
Micro-Environment wise:
Competition: Tough competition in their niche: natural and organic cosmetics industry
To have a competitive advantage: Market As
The Body Shop: "The Most Sustainable Cosmetics Company in the World."
1. Against animal testing
2. For trading fairly
3. Defend Human Rights
4. Activate Self-Esteem
5. Protect our Planet
The Digital Market
Balance of power has shifted form the marketer to the consumer due to:
a. Transparency of info
b. Ubiquity of choice
Digital channels; Websites (e-commerce) - becoming more blog focused
Email often used a confirmation emails such as flights and online shopping: use emails
Mobile smartphones are carried around everywhere and will lead to being exposed to more marketing on a daily basis if employed correctly.
Dominant digital - people for whom digital tech is an integral part of life
Hybrid - people who use digital tech when they need to
Reluctant - people who only use digital technology sparingly
The 4E framework for social media
1. Excite: The offering must be relevant to the targeted customer
2. Educate: reminding customers about the value proposition
3. Experience: simulate real experiences
4. Engage
Recommendations - Promoters
Recommendations
- Whether promoting their own personal brand or another, such promotions have high reach and are typically successful
Recommendations Cont.
- Utilise promoters who similarly condemn heavy use of makeup, photo editing and other methods that promote unrealistic beauty standards
Products be given to popular YouTubers for them to review and give publicity
- The Body Shop however, has a noticeable lack of celebrity endorsers, and its social media effectiveness has suffered accordingly
- 8.1 million followers / 30-300 likes (Facebook)
- 1.5 million followers / <40k views (instagram)
- The Body Shop should stay true to its current image and customer basis and their niche market
- Recommend implementing celebrity involvement, focusing on recruiting celebrities whos values and appreciation of natural methods are congruent with the brands own
- Celebrities with relatively small backings are still very effective marketers, and this would be in line with The Body Shops image as the local, organic shop with their guilt free product lines
Social Media Channels
The Four Social Media Posts we created:
"No Sharp Ends"
Facebook post:
-Promotes strawberry body yogurt
-Title of post is designed to be eye-catching with its green and red colour combination.
-Promotes product and The Body Shop as caring for the environment by juxtaposing their product with the recent discovery of needles in strawberries.
(Social aspect that has seen nationwide attention and condemnation by media)
#1
-Intends to play to social outcry to garner attention while also gaining the public's respect.
#2
"A Return to Our Mission"
-Educates consumers on the recent buy-out of The Body Shop by Natura from L'Oreal.
-Answers criticism The Body Shop has received for its anti animal testing activism as L'Oreal was known to still practice it. Now people will know this company is serious about their mission.
- Presents both companies in a positive light, increasing their moral attractiveness to consumers.
-This is due to L'Oreal being con-notated with animal testing in the eyes of the consumer while The Body Shop and Natura are heavily against it.
#3
"Like, Tag & Share"
- High reach- viewers intrigued by the potential of the offer/prize will share this information with their own social media contacts
- Low Cost- provides effective and eye catching advertising for a cost much cheaper than online advertising (depending on the giveaway)
- Captures Attention of Viewers- due to the oversaturation of advertisement on many social media platforms, persons will often 'zone out' or subconsciously ignore ad's
Interactive 'Story'
#4
Direct approach which demands for higher involvement on the viewer and thus greater engagement to the consumer.
Common and popular feature created by Snapchat.
Feature which allows the user to find out more through swiping.
In order to view the promotion, the viewer must have already 'followed' the account.
Therefore, once followed, this feature increases the likelihood of the viewer purchasing a product.