Body Shop Brand: Repositioning to Target the 'Masstige' Segment and Impact of its Acquisition by L'Oréal
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In 1970, Roddick (then Anita Perella) and Gordon Roddick (Gordon) saw a store called "The Body Shop" in Berkeley, California, USA, selling cosmetics like shampoos, lotions, body creams, etc. The store was run by two entrepreneurs, Jane Saunders (Saunders) and Peggy Short (Short), who sold these cosmetics on the 'care for the environment' plank...
Building the Brand through Societal Marketing
Re-Positioning the Brand to Target The 'Masstige' Segment
In the early 2000s, some analysts felt that the marketing approach of TBS had become no better than that of the typical retailers as it had gone soft on the activism agenda. Following poor financial performance, the management was changed and Roddick relinquished her position as the co-chairperson in 2002...
Criticisms Faced Over the Years
Though the company was widely considered as a pioneer in corporate social responsibility it also had its fair share of critics. Since the 1990s, TBS had to face increased scrutiny from many quarters. For instance, Jon Entine (Entine), a business ethics expert, was one of its fiercest critics...
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