The Body Shop International PLC (The Body Shop,TBS), founded by Anita Roddick in UK and opens her very first shop in Brighton in 1976 . TBS is a multinational company which mainly producing natural inspired ethically skin and body care product solely made by 100% organic and against animal testing. TBS headquartered in London, UK. The company offers its products under various categories such as cosmetics and beauty, bath and body, hair and gifts, products for men to home fragrance. It has more than 2700 outlets in 66 countries, selling more than 1200 products which those ingredients get from all over the world through fair trade .
TBS is the first international cosmetics products recognized by Humane Cosmetics Standard in their Against Animal Testing Policy. They also support community fair trade, protect human rights, building healthy self-esteem and save the earth . L’Oreal, world leader in cosmetics and beauty take over TBS in 2006. In UK, TBS is the second largest cosmetic franchise in the world; In Malaysia, it’s the number one personal-care brand. Firstly, the internal strengths of the TBS are it already has strong brand loyalty from customers and worldwide recognition from commitment to the community, environment to the protection of animals.. Secondly, TBS being a 100% subsidiary of L’Oreal so it appears to have an increase in sales through L’Oreal’s advertisement and marketing. And, TBS targeted a niche market towards younger generation by status with a strong brand image that appears a naturally-oriented and cruelty-free product.
Also, The Body Shop Foundation gives support to frontline organizations of social and environmental changes, helps local charities and non-profit organization improve its image in the local society. Mainly, the internal weakness of TBS is lack of advertisement. TBS has no marketing department in the company, because in the founder opinion, it’s never needed in the public. Therefore, TBS marketing its products through its own shops, franchise stores, catalogs and internet.