The Body Shop, founded in 1976 and now owned by L'Oreal, is reaching out through new channels to attract new customers and reinforce relationships with current customers.
At left is a view of the company's newest distribution option, a vending machine that will be placed in supermarkets and airport terminals. The idea is to increase convenience and encourage impulse purchases.
The Body Shop also invites brand fans to host beauty parties at home via its Taste of The Body Shop Programme. Although this is a channel pioneered by competitor Avon Products, The Body Shop's social responsibility positioning differentiates the brand and adds intangible benefits that appeal to its target market.
