Branding,final

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 in the meantime 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.
To support this marketing strategy, they have their own retail chain of stores in 53 countries; they never stand along with the other chemical-based brands. 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.