The Body Shop revamps India strategy

Monday, 02 July 2012

British cosmetic retailer, The Body Shop has revamped its India strategy to be more visible in the market. It has also launched a new store format ‘Pulse’, as a part of its new plan. It also includes the launch of its India-specific coconut hair oil product by the last quarter of this calendar year. The ‘Pulse’ store format has been introduced as an experiential store offering products that are ethically sourced and manufactured. The concept is looking at capturing the attention of young consumers seeking fair trade products.

The company entered India in 2006 through its franchise partner Quest Retail and is currently present through about 80 stores. Going ahead, it also plans to expand its pan-India footprint by pushing up store count to 100 by the end of this year.

In 2010, The Body Shop had slashed its prices by up to 35 per cent for the India market. The 100 per cent subsidiary of French cosmetics brand L’Oreal said its growth in India had accelerated by about 60 per cent annually following the price alignment. The Body Shop, when it had entered the domestic market, was targeting only high-end customers. The company currently has 1,200 stock keeping units in 10 categories including personal care, skincare, babycare, bath, scrubs and male grooming, among others.