Branding

The principal strategy the Body Shop is following and makes it different from the competitors is that it suggests a social activism in everyday body treatment. The philosophy of the products is that you can choose a more natural way to treat your body and face and alongside attribute to a fair treatment of the environment.
Therefore the marketing strategy is considered to combine activism with traditional marketing values and claim that there is a better way to do business.
They have their own retail chain of stores in 53 countries, and the environment in those stores is typical of the brand’s policy. The interior is made of natural materials like wood and glass. All the stores have posters with advertisements of the products or with strong logos that support the company’s values. The salesmen are well trained about the product characteristics and are dressed up in casual uniforms in order to look customer-friendly.
The principal strategy that the body Shop had used to differentiate itself from the competition was by means of their socially responsible philosophy of social change and action (natural ingredients, not testing on animals, etc)…
-The atmosphere of its stores as far as the organization and arrangement of its products, to be equal in any location in the world, as well as the knowledge of products on the part of the staff and the treatment towards clients,
They are showing environmental/social activism. The company combines activism with marketing, encouraging women to focus on self-esteem and social and environmental causes. To support this activism, they are executing three activities based on their five core values, which are the followings:
If someone were to say the Body Shop International is a somewhat of a pioneer company, you wouldn't get many arguments. With over 1,900 stores in 50 countries since it began with founder Anita Roddick in 1976 it has became one of the more successful skin and body care retailers in the world. Known for its naturally inspired skin and hair care products, the Body Shop International is a company driven by human relationships and involves their stakeholders in many of its decisions. Further, The Body Shop was voted the 2nd most trusted brand in the UK in 1999 and was voted 27th most respected company by the Financial Times. Starting in 1976, Anita Roddick took one small shop of previously unheard of natural ingredients and expanded it through the 1980's eventually by 1985 going public. That year began the start of Anita Roddick's and her company's vision of becoming ecologically sustainable, meeting the needs of the present without compromising the future. The Body Shop has since fought against human right abuses, environmental protection and in the process has won the support of generations of consumers and its competitors in its industry. This activism is still very evident to this day and the blend of product, passion and partnership of those in the Body Shop will continue well into the future.
Body shop is one of the most success and famous cosmetic brand in the world. The brand loyalty of its consumers and indistinguishable mission of building a commitment of need of social and environmental change are its strengths. Anita Roddick has always felt "business should do more than make money, create decent jobs, or sell good products. Rather, business should help solve major social problems such homelessness, unemployment, and social alienation." However, Anita's vision of increasing shareholder value and solving social problems were not working. The Body Shop's stand on environmental issues was doing nothing for the financial aspects.
As men are mostly on-line buyers one of the key points is to ensure the Body Shop presence in the internet (Mintel 2008).