Body Shop in China

4288 Words Aug 24th, 2010 18 Pages
The Body Shop in China: Market Feasibility Research and Strategy Design
DU Yuping 1,2, Mai Jinger2 School of Economics and Management, Wuhan University 2 School of International Trade and Economics Guangdong University of Foreign Studies, Guangzhou, P. R. China, 510420

Abstract: The well-known British brand, the Body Shop, is a strong advocate of environment and human rights. In recent years, it has accelerated its global presence by its naturally inspired, ethically produced beauty and cosmetics products. However, it has no market share in China yet. This paper provides an insightful perspective on this company and its products, as well as its competition that it may encounter in the future. The authors also point out the necessity
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Its corporate values are composed of five core values. The first one is to Oppose Animal Testing. The opposing animal testing for both cosmetic products and ingredients began in 1976. In the 1980s and 1990s, they successfully campaigned with animal protection groups to change the UK and European laws to support the development of alternative testing methods. At the very beginning, the products were tried on human volunteers. Along with the development of technology, tube testing has played a leading role to protect the rights of both human and animals. The second one is to Support Community Trade. The Community Trade Program initiates the “Trade Not Aid” objective of creating trade to help people in the Third World utilizing their resources to meet their own needs. This reflects its avowed practice of trading with communities in need and giving them a fair price for natural ingredients or handcrafts they purchase from these often marginalized countries. They have found many trade partners in over 24 different countries that are often overlooked by the local as well as the global society. The third one is to Activate Self Esteem. Women are the main customers and employees in The Body Shop. They have never neglected protecting women’s rights. The first campaign against domestic violence took place in the mid-1980s in Canada. Now, the campaign has been spread to 27 countries in the world.

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