Recently I came across Lydia Dai’s blog “What’s the core market value of The Body Shop?” The blog identifies the value the brand presents to its consumers; differing from other brands by promoting green, eco-friendly, and human-oriented values. Thus, the brand is successful not only because of its excellent products, but also in delivering to its customers a differentiated marketed value.
Lydia states “The core market values of The Body Shop differentiate their products, and also gives their consumers an image that they are not just using this product, but the product is sharing the same thought with the consumers.”
I think this is a really important, in today’s competitive industry where technology is becoming more and more advanced there isn’t really a product that is unique. Especially in the beauty industry, the ingredients to the products that women use are similar. The Body Shop differentiates it self from its competitors by using differentiated ingredients and using that unique difference to add value to the consumer’s purchase through marketing.
“Natural, inspired by nature, ethically produced beauty products” The body shop promotes it’s values through promoting community fair trade, defending human rights, against animal testing, active self-esteem. By promoting these values, body shop is telling its customers while they enjoy these beauty products they can feel good about bringing a positive impact to society.
Consumers buy based as much on an emotional connection with protecting the Earth and animal rights, as their satisfaction with the cosmetics. The Body Shop has used value-based marketing to promote its products and maintain, attract existing and returning customers, making them a leader in the industry.