The Body Shop taps its activist roots
Glossy reported that after being acquired by Brazilian cosmetics company Natura & Co. from L’Oréal for a reported US$1.1 billion in June 2017, The Body Shop is refocusing product, stores and activations around purpose-led initiatives. Worldwide, The Body Shop’s comeback is slowly taking shape since the acquisition: The brand saw net revenue increase over 11% in the fourth quarter of 2018 and nearly 18% for the year. The Body Shop’s turnaround is being facilitated by the lack of heavy promotions that were required by L’Oréal to hit companywide targets as well as the new emphasis in the brand ethos and storytelling. This ties to The Body Shop’s updated store strategy. Though its website makes up over 30% of sales in the US, The Body Shop will begin hosting in-store events around causes in order to promote the brand’s activism more clearly. Retail Directions is proud of our collaboration with The Body Shop, which began back in 1994.