Pestel analysis The Body Shop, skin care, hair care, body care, make-up, shaving products, accessories, eau de toilette, men's cosmetics, cosmetics
Anita Roddick, in a desire to connect her business sense with her moral sense, founded The Body Shop on March 26, 1976, with the opening of her first boutique in the south of England. The store offers high quality, traceable and environmentally-friendly cosmetic products. The product line has evolved to include skincare, hair care, body care, make-up, shaving products, accessories and eau de toilette.
Since its creation, The Body Shop has been driven by key values such as support for fair trade, the defence of human rights, the absence of a product testing on animals, the promotion of self-esteem, and the protection of the planet. In agreement with these, in 1990, the founder of the company created the foundation The Body Shop, a charitable association that provides support to organisations that work to improve the situation in social and environmental causes.
[...] The socio-environmental values defended by the company and the desire to supply quality products require substantial resources, incompressible costs, as well as investments in research and development. In addition, given the development of the natural cosmetics market, The Body Shop should consider investing in advertising to avoid being overshadowed by competitors who may gain market share. The deployment of these resources necessarily has an impact on the selling price, which is increased. Since The Body Shop remains competitive with similar businesses, the company has leeway in the pricing it sets. [...]
[...] In addition, today other deforestation-related questions arise regarding the liability of the company that uses ingredients such as Brazil nut oil and palm oil. The use of these resources without palliative solutions could ultimately run counter to the environmental values defended and promoted by The Body Shop. In this vein, climate change is causing an increase in environmental disasters, some of which is fair trade communities, where the company's suppliers are located and are negatively impacted by these disturbances. F. Legal Trade regulations and cosmetics regulations of political institutions may influence The Body Shop's business dealings. [...]
[...] In 2006, The Body Shop obtained for the first time the ‘B Corp' certification for a period of three years and joined the group of companies that meet the highest societal and environmental requirements in terms of performance, transparency and responsibility towards the public. Among the actions initiated by The Body Shop that is part of the ‘B Corp' certification process, we can mention the activist campaign, Forever Against Animal Testing or the launch of the in-store recycling program. In 2019, The Body Shop still obtained the renewal of its certification. [...]
[...] This strategy, which is intended to be fairer and more qualitative, requires vigilance with regard to the promotions carried out which if too frequent or too high, convey a more negative image, less qualitative, less honest in terms of the company's involvement in its societal and environmental approach. Promotions over a longer period, but also more reasonable, have a better impact on customers. Finally, the model chosen and offered by The Body Shop is still relevant today. The company does not have to revolutionise it. [...]
[...] This increase is all the more favourable, given that the health crisis of 2020 favoured digital commerce. The colossal and growing weight of social networks has a significant impact on the reputation and sales of companies. A good digital implementation, constantly updated to meet customer expectations, and remain competitive is a prerequisite for the multinational that is The Body Shop. E. Ecological Environmental concerns are more relevant than ever around the world. The Body Shop is there and evolves with them. [...]
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