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BRAND STRATEGY
The Body Shop’s UK collapse: Brand values have been sadly diluted
By our African Marketing Confederation News Team | 2024
Customer experience expert gives her take on how it all went wrong for the once-powerful global company that lost its brand values.
The collapse into administration of the ethical cosmetics and beauty brand, The Body Shop, in its flagship UK market has raised questions about the brand’s future in other markets as well, including South Africa.
Photo: The Body Shop
But national retail group Clicks, which operates The Body Shop in SA under a long-term franchise agreement in place since 2001, has stepped forward to reassure local consumers it will be business as usual.
This also covers the supply chain and product manufacturing, so nothing will change, Clicks spokesperson Graeme Lillie is quoted as saying by the Daily Maverick news publication.
But how did the brand strategy go wrong for the company founded in Britain in 1976, and which subsequently grew to around 3,000 stores in 60-plus countries?
In an interview with radio station Kaya FM, South African-based customer experience expert, Nathalie Schooling, gave her insights on the failed brand strategy.
Ethical principles and the fight against exploitation
“The Body Shop had a great story. Started by the late Dame Anita Roddick in Brighton in the 1970s, the company stood for ethical principles and the fight against exploitation,” said Schooling, who is CEO of the agency Nlightencx.
“With all the changes in ownership over the years, these brand values have sadly been diluted, and the loyal customer base has not stood for it.”
Changing hands three times in the last seven years, the cosmetics and beauty group lost touch with the eco-shopper and, over time, people fell out of love with the brand, Schooling believes.
“The skincare retailer lost its way. You can’t pull the wool off the eyes of today’s savvy customer. When companies scale and forget their authentic purpose, they lose what makes the brand unique and, in turn, the respect of their customers.”
According to a report on Sky News yesterday (Tuesday, 20 January), The Body Shop is closing half of its UK stores, putting around 2,000 jobs at risk.
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