The

Body
Shop
Chad Booyzen
The Body Shop
The Body Shop is a British cosmetics and skincare company founded in 1976 by Dame Anita
Roddick. The brand is known for it’s recycled packaging, emphasis on natural ingredients which
are ethically sourced and animal cruelty-free. The Body Shop is considered to be at the
forefront of introducing Fair Trade into the beauty industry and prohibiting any animal testing
(The Body Shop, 2017).
Adapting Kapferer’s Brand Prism model’s six
dimensions of brand identity, images have been
laid out in a series of mood board’s encapsulating
each dimension characterising The Body Shop’s
brand. These six aspects are divided over two sub
dimensions:
The Constructed Source vs The Constructed receiver
Externalisation vs Internalisation

(The Body Shop 2017)

Physique
Physique is the physical features that a customer thinks of when considering
the basis of a brand (Kapferer 2009). Kapferer states that for a brand to be
recognised and draw attention it has to give consumers material benefits
associated with the brand, functionality of the products or services and allow
the brand to stand out (Kapferer 2009). The Body Shop’s physique is displayed
through the chosen photos. Each photo displays the distinguishing brand logo
or products of The Body Shop. The circular logo and green colour palette
produces a recognisable logo that aligns with The Body Shops core values and
all natural association. The circular shape of the logo links to the earth logo
which implants the value of The Body Shop’s commitment to sustainability, eco-
friendliness and natural products.
(The Body Shop 2017)
Personality
Personality reflects a brands character and develops a voice for a brand
when engaging with customers (Kapferer 2009). The Body Shop pushes
for natural beauty, feeling comfortable in one’s own skin and advocates
involvement in a variety of green, human and sustainability causes
through its products. The photos collaged reflect the natural beauty
that The Body Shop’s products promote, exemplified by their
ambassador Lily Cole. Each photo displays personalities of women who
would use The Body Shop’s products, they care about their natural
appearance and give the impression of being outgoing, friendly and
aren’t exhibited with makeup.
(The Famous People n.d)
Culture
Culture is the system of values and basic principles that a brand bases its
behaviour on (Kapferer 2009). The Body Shop culture is aligned to its five core
values that it actively promotes and endorses. These core values, supporting
community fair trade, activate self-esteem, against animal testing, defend
human rights and protect our planet (The Body Shop 2017) form the core
culture of The Body Shop. Each image selected signifies these core cultural
values, which promotes the brand as a whole rather than the products they
sell. The Body Shop’s founder, human rights activist and environmental
campaigner, Anita Roddick, developed this culture through the multitude of
initiatives, promotions and ethical behaviours that formed the brand’s core
culture that both brand and consumer share through their products.
(The Body Shop 2017)
Relationships
Relationship is a symbolization of what the brand and its consumers share
when buying products or services. The Body Shop holds a unique relationship
with its consumers as it presents itself as being a high quality, affordable
beauty brand although when consumers purchase The Body Shop’s products
they feel as though they are entering a community. The images displayed
show how the brand is able to offer a quality natural beauty solution at home
similar to that of a beautician while engaging consumers in its ethical
practices. The Body Shop serves as a motivator and an inspiration to its
consumers, challenging them to not conform to a modern idea of how
someone should look and to feel comfortable with their natural appearance.
(Alethea 2012)
Reflection
Reflection is the stereotypical user associated with the brand (Kapferer
2009). The target audience of the Body Shop ranges from women aged
18-55, whereas, The Body Shop’s target user would be people who wish
to express their concerns about human rights, animal abuse and the
environment while using a natural beauty product as opposed to
conventional makeup. The people depicted in the images show the
natural beauty and wellness reflected by the brand's products and
alignment to The Body Shop’s values offered as the reflection of The
Body Shop’s branding.
(Criene 2017)
Self Image
Self-image is the way that consumers view themselves associated with the
particular brand. The Body Shop underlying intrinsic drivers (Kapferer 2009)
that consumers associate with their brand echoes their core values. Consumers
would see themselves as using high-quality products that don’t compromise
the environment and are ethically aligned. It positions the consumer mindset
that they are doing their part towards the causes and values that The Body
Shop is characterised by. The brand’s target audience has a large variant as both
young and old purchase it. Appearances of The Body Shop’s self-image are
presented in the selected images, representative of consumers that care about
natural beauty products, ethical practices and are environmentally conscious.
(Thompson, H n.d.)
 References
• Alethea 2012, Lily Cole, viewed 27 July, 2017, <http://blog.myfatpocket.com/alethea/2012/05/09/the-body-shop-cruelty-free-international-lily-cole/>.
• BeautyStat 2012, Makeup, viewed 27 July, 2017, <http://beautystat.com/site/makeup/giveaway-review-photos-the-body-shop-lily-cole-makeup-
collection-cruelty-free-cosmetics-available-in-pulse-boutiques/>.
• bw626 2014, Advertisement, viewed 27 July, 2017, <https://bw626.wordpress.com/2014/04/03/consumer-needs-and-motivation/>.
• Cates, T 2015, Natural beauty, viewed 27 July, 2017, <http://thespadr.com/natural-beauty-tips/>.
• Chakraborty, S 2016, Campaign, viewed 27 July, 2017, <http://www.media4growth.com/ooh/campaign-detail.html?id=562>.
• CockBurnGateway n.d., The Body Shop Logo, viewed 27 July, 2017, <http://cockburngateway.com.au/the-body-shop-now-open/>.
• Criene 2017, Natural Beauty, viewed 27 July, 2017, <https://www.photocase.com/photos/1865291-young-beautiful-caucasian-female-adult-
practicing-yoga-in-nature-human-being-woman-nature-photocase-stock-photo>.
• Criene 2017, Yoga Poses, viewed 27 July, 2017, <https://www.photocase.com/photos/1946352-young-strong-women-doing-yoga-pose-human-being-
woman-nature-photocase-stock-photo>.
• Devonshire mall 2017, The Body Shop, viewed 27 July, 2017, <http://devonshiremall.com/directory/stores/the-body-shop/>.
• Dominus, S 2008, Jane Goodall, viewed 27 July, 2017, <https://www.glamour.com/story/jane-goodall>.
• Fuglei, M 2015, Women Diversity, viewed 27 July, 2017, <http://education.cu-portland.edu/blog/news/diverse-literature-womens-history-month/>.
• HighPoint Mall n.d., The Body Shop Advertisment, viewed 27 July, 2017, <https://www.highpoint.com.au/stores-services/the-body-shop>.
• In Home Sitters 2014, Animal Care, viewed 27 July, 2017, <http://www.in-homepetsitters.com/uncategorized/helping-pets-get-thunderstorms/>.
• Kapferer, J 2009, "Kapferer's brand-identity prism model", European institute for Brand Management, vol. 1, pp. 1-3.
• Livia 2017, The Body Shop, viewed 26 July, 2017, <http://www.livia.com.au/2015/09/the-body-shop-essentials-for-this.html>.
• Loreal n.d., Enrich Not Exploit, viewed 27 July, 2017, <http://www.loreal.com/brand/the-body-shop/the-body-shop>.
 References
• Mangostock 2010, Volunteer Green, viewed 27 July, 2017, <http://www.istockphoto.com/au/photos/environmentalist?
excludenudity=true&sort=mostpopular&mediatype=photography&phrase=environmentalist>.
• Marshall, M 2015, Diversity, viewed 27 July, 2017, <http://mymodernmet.com/michelle-marshall-mc1r/>.
• Metro n.d., Product, viewed 27 July, 2017, <http://metro.co.uk/2016/01/30/the-body-shop-is-making-packaging-out-of-air-pollution-5653231/>.
• myvouchercodes n.d., The Body Shop Logo, viewed 27 July, 2017, <https://www.myvouchercodes.co.uk/the-body-shop>.
• Oxygen Solutions 2015, Yoga Poses, viewed 27 July, 2017, <http://oxygensolutions.com.au/top-5-yoga-poses-to-keep-you-healthy/>.
• Pinterest n.d., The Body Shop Advertisment, viewed 27 July, 2017, <https://au.pinterest.com/pin/509610514058105649/>.
• Puruitist n.d., Lily Cole, viewed 27 July, 2017, <https://pursuitist.com/lily-cole-for-the-body-shop/>.
• Quora n.d., The Body Shop Products, viewed 27 July, 2017, <https://www.quora.com/Why-are-the-body-shop-products-effective>.
• Standard 2015, Anita Roddicks, viewed 27 July, 2017, <http://www.standard.co.uk/business/jeremy-schwartz-the-body-shop-boss-taking-on-anita-
roddicks-legacy-a3135386.html>.
• Suzy heart beauty 2014, Make up, viewed 27 July, 2017, <http://www.suzyheartsbeauty.co.uk/2014/12/love-your-body-member-event-at-body.html>.
• The Body Shop 2017, "About Us | The Body Shop Australia", The Body Shop, viewed 24 July, 2017, <http://www.thebodyshop.com.au/about-us>.
• The Body Shop 2017, Enrich Not Exploit, viewed 26 July, 2017, <https://www.thebodyshop.com/en-ca/>.
• The Famous People n.d., Anita Roddick, viewed 27 July, 2017, <http://www.thefamouspeople.com/profiles/anita-roddick-3606.php>.
• Thompson, H n.d., Freckles natural, viewed 27 July, 2017, <https://hazelthompson.photoshelter.com/image/I0000pQTRS4Tn.EE>.
• Time Agency 2010, Community Trader, viewed 27 July, 2017, <https://timeagency.wordpress.com/category/the-body-shop-community-trade/>.
• Zoined n.d., The Body Shop Product, viewed 27 July, 2017, <https://www.zoined.com/en/news/zoined-case-the-body-shop-2>.