Abstract
The Body Shop was established in 1976 by Anita Roddick in West Sussex, England. It competes primarily in the cosmetics and toiletries industry and its major competitors are Boots Plc, Bath & Body Works, and L'Oreal. The company's niche market is based on the production of naturally inspired, ethically produced beauty and cosmetic products. Accordingly, it has been performing successfully by generating high revenues in many markets around the world. Through periods of strategic rejuvenation to adapt to market changes and competitive forces, in 2000, the company redefined its position and target market specifically towards the masstige, mass and premium market customers. And this led to the introduction of the brand extension products in 2005 (Euromonitor International, 2007). The company is a global manufacturer and retailer of naturally inspired, ethically produced beauty and cosmetic products. The Body Shop currently is operating in 55 countries with over 2100 stores worldwide and with a range of over 1200 products. The Body Shop has the unique identity for its naturally inspired products which are not tested on animals. Based on its commitment to ethical and socially responsible business, the company has been very active in supporting the developing world, particularly in Africa and Latin America, where most of its natural ingredients and cosmetic accessories are sourced from.
