L'Occitane & the body shop

Résumé du document

Founded in 1976 by Olivier Baussan. Natural & environmental conservation. Vertical integration: in-house production. Sensoriality: natural color, scents and beauty of the Provence region. Authenticity: revive traditional methods & preserve local customs to make authentic products. Respect: environment, consumers, suppliers & employees. Products were priced higher than mass-merchandised cosmetics, but more economically than exclusive brand names. Global marketing programs have been primarily created to support new product launches and seasonal events. Good PR by promoting social and environmental activism, the leading business idea of the company. And a founder who made herself extremely accessible and popular with the press.

Extraits

[...] Launch of The Body Shop at Home In Germany this Year. After the success of the US website the company will Launch an e-commerce site in the UK The company made strategic acquisitions of her franchise in some key markets (Hong Kong, Canada, Netherlands, Belgium and Luxembourg). Stores by Region Sales by Region (million Social activism Against animal testing Support community trade Activate self esteem Defend human rights Protect our planet The Marketing and Positioning Philosophy Products were priced higher than mass-merchandised cosmetics, but more economically than exclusive brand names. [...]

[...] L'Occitane &The Body Shop (2006) Agenda L'Occitane The Body Shop L'Occitane vs. The Body Shop The Beauty Industry Distribution L'Occitane Brand Overview Distribution Business Model L'Occitane Brand Overview Distribution Business Model The Brand Founded in 1976 by Olivier Baussan Mediterranean & Provence heritage Natural & environmental conservation Vertical integration: in-house production The Philosophy Sensorality: natural colour, scents and beauty of the Provence region Authenticity: revive traditional methods & preserve local customs to make authentic products Respect: environment, consumers, suppliers & employees The Brand Products Positioning Masstige L'Occitane Brand Overview Distribution Business Model International Expansion Distribution Network Distribution By Region: Europe Distribution By Region: Americas Distribution By Region: Asia Distribution By Region: Oceania & Africa Regional Markets Future Expansion 1,500-2,000 stores in the next 5-10 years Focus on Asia: new luxury market More wholesale activities Hotelier & service partnerships Travel retail B2B targeting SWOT Strengths The Body shop Story Business Philosophy Brand Ethical company, sourcing natural ingredients on a fair trade bases Position as a “Masstige luxury” in the cosmetics industry. [...]

[...] Aveda could be a good model for The Body Shop under L'Oreal. Other Beauty Groups The Clarins Group has relatively narrow portfolio mainly in prestigious channel. Diversification strategy: Acquire minority interests in companies sharing the same values offering significant growth potential. Example: L'Occitane, in which the group acquired shareholdings in 2001. L'Occitane Attracts Beauty Groups If you remember nothing else: L'Occitane and The Body Shop appeal to large beauty groups because both present the opportunities of complementing and diversifying the groups' distribution channel and brand portfolio! [...]

[...] The Body Shop Similarity L'Occitane vs. The Body Shop Differentiations Beauty Industry Shared Growth Strategy Beauty Industry Distribution Large scale of distribution pattern Luxury Beauty: Greatly relied on department and specialty stores and travel retail outlets. Global skincare distribution channel Beauty Industry Distribution- L'Oreal Example L'Oreal in Beauty Industry Strategy: diversification of distribution The marriage with The Body Shop- take on a retail brand Access to direct sales business (alternative retail channel) Better and direct relationship with consumers Entry to the masstige beauty segment (between its consumer and luxury segments) Complement to current brand portfolio in terms of brand images (Body Shop: natural, ethical.) Other Beauty Groups The Estée Lauder Companies has diversified its distribution with brands Aveda, Origins and Jo Malone with retail presence. [...]