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Style Guide
Body The
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The Brand
The Body Shop International plc is a British cosmetics and skin care company owned by L’Oréal. It was founded in 1976 by Anita Roddick and currently has a range of 1,200 products which it sells in 2,500 franchised stores in 61 countries. The Body Shop is an iconic British retail brand with an extensive and growing global presence. It now employs more than 22,000 people in over 60 countries around the world. The Body Shop’s new Enrich Not Exploit™ Commitment is dedicated to enriching our people and products as well as the planet, working fairly with farmers and suppliers and helping communities thrive through our Community Trade programme. Our aim is to be the world’s most ethical and truly sustainable global business, and our Commitment is the first step on our journey to achieving that aim. The Body Shop has always believed passionately that animals should not be used for cosmetic testing. This core value is still an integral part of our organisation. We have never tested any of our ingredients or products on animals and we never will.
Defend human rights
The Brand Values
Support community fair trade Protect the planet Against animal testing Activate self esteem
The Brand Domain
The Brand Heritage
The target market is beauty and health conscious women of higher income group, cosmopolitan customers.
Natural ingredients and products with environmental concern First company campaign for anti animal test
The Brand Assets
Brand image is used to identify the organization The Body Shop, a subject of public interest. Natural ingredients in all products Packaging – carries bags were made of 100% recycled paper and printed with water soluble inks 100% PCR bottles by year 2008 The stylish store design called ‘Shop me’ features products displayed in front of back-lit hemp fabric Global roll-out of new concept stores – « Beauty with Heart » Natural’s way to beautiful campaign – Consumers are being invited on a journey to truly discover and experience our products Public relations – Collaborating with charity foundations, United Nations, MTV, engaged in awareness campaigns Inform Public – Best sellers, Members special, Discounts, Newsletters, Winter treat offers, E-brochures, On face book, Mobile coupon Love your body – unique member club Active Self esteem workshop Lily Cole as brand ambassador
Ethical business with great social responsibility
The Brand Personality
The Brand Reflection
The body shop is very committing to its brand values in running both internal and external business. Based on its core values, the body shop builds a strong base of loyal customers, demanding both the values they expect the body shop to live by, and the quality of what it sells. According to customer research, 83% are more likely to choose retailers that take social and environmental issues seriously. Also, it is reported that revenues and profits of the body shop have increased after the iconic beauty business invested heavily in a corporate rebrand and new store format.
Competitive Frame of Reference
POP Innovative, sensorial products Quality Eco-friendly Supports Nature POD social
Truthful, and ethical Business Heart going far beyond conventional corporate Responsibility Promotes self esteem and activism Products for men
The Brand Identity
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Process
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R
0
C
91%
R
205
C
20%
G
51
M
58%
G
153
M
41%
B
51
Y
64%
B
102
Y
67%
K
59%
K
1%
# 003333
# cc9966
Body The
Body The
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Body The
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Mr. KN Das Creative Head
p: +91-817287329 e: kn.das@gmail.com
27th Main road 16th cross HSR Layout sector 1
Body The
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Body The
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Store Elevation/ Shop F ront
view point
CIRCULATION
Store Plan
display
fixture
Store Elevation/ Shop F ront
ads and display
counters
display
luggage
fixture
stock area
By: Saurav Kisku