SWOT analysis The Body Shop, organic cosmetics sector, The Body Shop group, food, household products, cosmetic products
Organic and natural products have become widespread over the years and have gained a prominent place in the purchasing habits of consumers. Simple trendy products a few years ago have become real substitutes for traditional products in all areas: food, household products but also cosmetic products. Thus, the organic cosmetics sector has evolved a lot over the past ten years, with an increase in demand in France, but also in a large number of countries.
The global turnover of the sector in 2020 is recorded at 41 billion euros, against 38.7 billion in 2019. In France, this figure is 350.8 million euros or 23% more than last year. The health crisis has indeed boosted sales of organic products on the Internet consumers now feel more concerned with protecting the environment. Facials increased by 27%, dental care by more than 80%, baths and showers by 27% and hair care by more than 55% in one year. Little by little, organic cosmetics have become more reliable, with better-defined labels and standards, which reassures consumers somewhat. The number of references in supermarkets is also constantly increasing, with 3.7% more products on the shelves each year.
[...] Finally, The Body Shop benefits from all the strengths inherent in a franchise, such as the notoriety of a brand recognized in a large number of countries and, therefore, always easier to diversify or develop. The Body Shop has obvious know-how in the world of beauty. Organic products are diversifying more and more, they are experiencing a real craze on the part of consumers, who are more and more numerous to buy them several times a year, especially in the cosmetics sector. [...]
[...] In addition, The Body Shop has a very strong corporate governance, with a certain number of values, responsible ethics which corresponds to its products and its services as well as social causes which are always very in line with what is expected by employees and, in recent years, consumers. The group has often been considered a pioneer in this area, with a very clear position on the value of work and the conditions of employees and various partners. Among other things, this helped to strengthen the image of the company in the eyes of customers. [...]
[...] The Body Shop The Body Shop is a British brand that, until 2017, belonged to the L'Oréal group. The same year, the French giant sold the brand to the Brazilian Natura Cosmeticos for the sum of 1 billion euros. The Body Shop offers fair trade products, which is its main strength. The brand's stores appeared in France in 1982, and today there are around sixty across the country. In employees will share tasks across all sectors. The brand's turnover is 108.8 million euros in 2020, down slightly from 2019. [...]
[...] SWOT Analysis – The Body Shop I. Introduction A. Organic and natural products Organic and natural products have become widespread over the years and have gained a prominent place in the purchasing habits of consumers. Simple trendy products a few years ago have become real substitutes for traditional products in all areas: food, household products but also cosmetic products. Thus, the organic cosmetics sector has evolved a lot over the past ten years, with an increase in demand in France, but also in a large number of countries. [...]
[...] Indeed, it is useful to reshape a possible marketing strategy or to face difficulties during a given moment. In this document, we are going to perform the SWOT matrix of The Body Shop group. We will first see the strengths and weaknesses, which are linked to the internal diagnosis, to finish with the opportunities and threats, which are more linked to the external diagnosis. II. SWOT Analysis of The Body Shop A. Strengths One of the main strengths of The Body Shop is its correspondence to the needs and expectations of consumers of the moment. [...]
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