$299 $m
The Body Shop
The Body Shop was founded in 1976 with the aim to bring natural, ethical beauty products to the masses. In recent years, the L’Oréal–owned brand has become stale as increased competition has made natural ingredients less of a unique selling point. However, 2012 showed The Body Shop taking action to bring the brand back to its roots and engage with a younger generation of ethically conscious consumers. The Body Shop appointed its first-ever brand ambassador, British model Lily Cole, who was the face of the “Beauty with Heart” campaign. Online has been a priority, with a focus on the e-commerce site and real-time engagement with consumers across social media platforms. The brand also engaged in a store revamp, including the rollout of its new Pulse store concept, focused on storytelling and creating an interactive consumer shopping experience. It remains to be seen whether these actions will successfully remind consumers that The Body Shop is the beauty retailer that cares.