Magazine article Marketing

Body Shop Aims to Take on Avon

Magazine article Marketing

Body Shop Aims to Take on Avon

Article excerpt

Body Shop International is set to expand its business beyond the high street and into the home, revolutionising its operations with a home shopping division.

In an aggressive marketing bid to reverse the downward sales trend that has dogged its UK retail operation, BSI is test marketing a new way of selling.

"We're looking at direct selling in the home, but the aim is to increase store traffic. We're targeting a new market -- slightly older women and young mothers who find it difficult to shop at their leisure," says Peter Griffin, marketing communications manager at the Body Shop.

The initiative is similar to the way home shopping cosmetics giant Avon works. "It's also a bit like Tupperware, but with a new spin because it will be firmly linked with our stores," adds Griffin.

Body Shop is conducting small tests in the North-east, Midlands and the South, using consultants in the home to give demonstrations of make-up and skin and haircare products.

The home shopping tests will use the same products sold in the retail outlets, at the same price. But Anita Roddick herself has gone on record saying that new and cheaper products are planned, with less emphasis on the global benefits of buying Body Shop products. …

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