The Body Shop SWOT analysis – SWOT analysis of The Body Shop

The Body Shop SWOT analysis – SWOT analysis of The Body Shop: The Body Shop is a popular brand of oral, health as well as personal products with its headquarters in London, United Kingdom. The company was founded by Anita Roddick who is an environmentalist and human rights advocate and her idea was to produce ethically-made beauty products. The Body Shop which is valued at 3.379 million dollars includes an extensive portfolio of products collection comprising more than 900 products for makeup, skincare, body butter, and aromatherapy products, as well as hair care, bath, and products for the body.

The Body Shop owns and operates more than 3049 stores spread across 66 countries around the globe. The Body Shop also operates an online website and also multi-level marketing model with the option of a home-based shop known as The Body Shop at Home. Up to the year 2017, the company was owned by cosmetics giant L’Oreal following the acquisition of the brand in 2006.

In the year 2017 L’Oreal was able to sell The Body Shop to French cosmetics firm Natura. With nearly 17,000 employees around the world, The Body Shop registered annual revenue of 1.4 billion dollars in 2017.

The Body Shop fun facts: The Body Shop® were the first international cosmetics brand to prohibit the use of ingredients tested on animals and to be awarded the Humane Cosmetics Standard for our Against Animal Testing policy. 

About The Body Shop – SWOT analysis of The Body Shop

SWOT analysis of The Body Shop

[wp-svg-icons icon=”office” wrap=”I”] Company: The Body Shop International Limited

[wp-svg-icons icon=”user” wrap=”I”] CEO: David Boynton

[wp-svg-icons icon=”user” wrap=”I”] Founder: Anita Roddick

[wp-svg-icons icon=”calendar” wrap=”I”] Year founded: 27 March 1976, Brighton, United Kingdom

[wp-svg-icons icon=”location-2″ wrap=”I”] Headquarters: London, United Kingdom

[wp-svg-icons icon=”stats” wrap=”I”] Annual Revenue: Pound£806 Million

[wp-svg-icons icon=”bars” wrap=”i”] Profit | Net income: Pound£97 Million

[wp-svg-icons icon=”users” wrap=”I”] Number of employees: 10,000

[wp-svg-icons icon=”pie” wrap=”i”] Products & Services: The Body Shop offers different range of sustainable, vegan, and vegetarian products, skincare, haircare, bath & body, and self-love.

[wp-svg-icons icon=”globe” wrap=”I”] Website:

The Body Shop Competitors

[wp-svg-icons icon=”pacman” wrap=”I”] Competitors: L’Occitane | Yves Rocher | Lush | Weleda | Estee Lauder | Luxasia | Revlon | MAC Cosmetics | Neutrogena  | Covergirl

SWOT analysis of The Body Shop – The Body Shop SWOT analysis

SWOT analysis of The Body Shop

SWOT Analysis Of The Body Shop is brand-based. SWOT Analysis of The Body Shop evaluates the brand’s strengths, weaknesses, opportunities, and threats. Advantages and disadvantages can be attributed to internal factors while opportunities and threats can be attributed to external factors. We will be discussing The Body Shop’s SWOT Analysis. Below is the detailed SWOT Analysis of The Body Shop.

Let’s talk about The Body Shop’s SWOT assessment.

Strengths of The Body Shop – The Body Shop SWOT analysis

  • Position: The products sold by the Body Shop are all made with natural ingredients and are safe for all types of skin. Their packaging too is created with biodegradable materials, creating a sustainable eco-friendly, and sustainably run business. The unique position of The Body Shop is its most significant strength.
  • Franchise strategy: When Roddicks owned the company, there was a specific obligation for franchising. However, it was not an easy task for aspiring franchisees to be a part of the Body Shop. The applicant needed to meet personally with Roddick who would then ask questions. Her choice was made based on the enthusiasm they felt for the brand as well as the beauty industry. This allowed the brand to grow in popularity throughout the initial years of operations. It is also apparent that the majority of franchises are and continue to be managed by women.
  • Sustainable: Roddick was an advocate for a variety of social causes, as well as an environmentalist and human rights advocate. These ethics are evident throughout the corporate management of The Body Shop. From the use of recyclable and biodegradable packing materials to sourcing non-fossil-fuel and other materials, The Body Shop has adhered to its latest CSR method of Enrich not Exploit.
  • The focus is on the problems: Instead of developing merchandise, The Body Shop has focused on skin or personal care issues women are faced with and has devoted its energy to resolving certain issues. This has allowed them to connect better with their customers.
  • The importance for women: Over 72 percent of employees at The Body Shop are women. A majority of their franchisees and even beauty experts are women too. The importance that women are given on the job has been one of the main assets of the company.

Weaknesses of The Body Shop – SWOT Analysis Of The Body Shop

  • Price: Anita Roddick believes that customers will prefer higher prices for products made from natural ingredients. During the beginning of her business, this was the case. However, as competition increased upwards, The Body Shop struggled with pricey products and lost lots of its customers to competitors.
  • The loss of focus: The excessive focus on environmental issues and animal protection or human rights diverted the focus of the company away from its primary business, which was cosmetics. The client was also confused as to whether it was in the cosmetics industry or advocating green initiatives.
  • Unable to compete: The Body Shop was an extremely popular brand during the nineties. But with time the competition like Boots produced similar products, and so on. However, the Body Shop was unable to present new products and also attract customers to the results their bottom line was impacted.

Opportunities of The Body Shop – The Body Shop SWOT analysis

SWOT analysis of The Body Shop

  • Health anxiety is growing: With the internet creating people apprehensive about the use of chemical-based products people are choosing natural alternatives for the majority of their everyday wear products. This is a huge change in the case of The Body Shop which is already involved in natural ingredient-based cosmetics and makeup.

Threats of The Body Shop – SWOT analysis of The Body Shop

  • Contest: The main competitors of The Body Shop are Estee Lauder, Sephora, Shiseido, and Revlon.
  • The difficulty of attracting consumers: The market for beauty products is enormous, but there is plenty of competition and it is getting more difficult to draw and retain customers. This means that as time passes, only top brands will be able to survive, and the rest are at risk of being acquired.

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Overview Template of The Body Shop SWOT analysis

SWOT analysis of The Body Shop


To sum up, The Body Shop is one of the oldest brands in the cosmetics industry with a good reputation. They are pioneers in not only producing cosmetics but also, in protecting the environment and raising voices against animal cruelty in the cosmetics industry. They have accumulated a large group of loyal customers through their varied product portfolio of natural and harm-free products. 

The Body Shop has carved its way into the industry by utilizing the web platform to its full potential. To advertise their newest products and deals, they use a variety of digital marketing methods such as SEO, emailing, and content marketing.

Gaining a professional understanding of the Digital Marketing business is essential for working in the marketing sphere of a high-end cosmetics company like The Body Shop.

This is the SWOT analysis of The Body Shop. Please let us know if you have additional suggestions to add.

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