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Case Title:

The Body Shop: The Ethical Beauty Retailer's Growth Strategies

Publication Year : 2005

Authors: Sireesha M, Sumit Kumar Chaudhuri

Industry: Home Appliances and Personal Care Products

Region:UK

Case Code: CSR0015

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
The Body Shop International, a UK-based speciality beauty retailer, known for its environment-friendly product testing and socially conscious activism, offers 600 products and 400 accessories across 50 countries. The global retailer, with a 40% increase in profits in 2004, intends to expand into the lucrative Asian and African markets through the concept of Direct Home Selling, which the company introduced in its home market in the 1980s.

Pedagogical Objectives:

    To discuss how The Body Shop is making attempts to expand its business globally by leveraging on its image as an ethical beauty retailer

Keywords : The Body Shop International PLC; Ethical retailer; Niche marketing; Specialty retailer; Anita Roddick; Growth Strategies Case Study; Community trade; Brand image; Body Shop at home; The Body Shop tour; Humane cosmetics standard; Masstige price

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