A Brand Renaissance For The Body Shop?

How a brand revitalization and strategic transformation could create a new future for the legacy brand.

What does it take for a 40+ year old legacy brand to maintain its appeal in today’s consumer economy, where success is measured by constant newness, cultural relevance and viral moments?

This is the question at the heart of a piece published by Business of Beauty last week: When Sol de Janeiro reigns supreme, is there room for The Body Shop?

Looking at this through the lens of Brand Strategy and Go To Market Strategy, the answer is yes. The Body Shop is a pioneering legacy brand that lost its way and left itself vulnerable to new entrants who took a more modern approach to branding, marketing, distribution and product development. If The Body Shop hopes to reclaim some of its original brand magic, it will require a brand revitalization and a strategic transformation.

A Visionary and a Viral Phenomenon

The Body Shop was a brand of firsts.

Founded by Anita Roddick in the late 70’s, the UK-based brand opened with a single brick and mortar store and a vision to create change and smash t…