Marketing Strategies

441 The Body Shop in China: Market Feasibility Research and Strategy Design DU Yuping 1,2, Mai Jinger2 1 School of Economics and Management, Wuhan University 2 School of International Trade and Economics Guangdong University of Foreign Studies, Guangzhou, P. R. China, 510420 Abstract: The well-known British brand, the Body Shop, is a strong advocate of environment and human rights. In recent years, it has accelerated its global presence by its naturally inspired, ethically produced beauty and cosmetics products. However, it has no market share in China yet. This paper provides an insightful perspective on this company and its products, as well as its competition that it may encounter in the future. The authors also point out the necessity of its impendent entry into China, supported by theoretical and practical evidence. Then, using sampling questionnaire survey, the paper explores how the Body Shop should choose its target market with detailed marketing strategies in China. Keywords: The Body Shop, China, marketing strategies 1 Introduction The Body Shop is a global manufacturer and retailer of naturally inspired, ethically produced beauty and cosmetics products. Founded in the UK in 1976 by Dame Anita Roddick, they now have 2,133 stores in 55 countries; with a range of over 1,200 products in Europe, America, Middle East, Asia and Africa. However, so far the Body Shop has not entered the China market. It takes a strong position on activism, ethical business, human rights and environmentalism in a global perspective.The Body Shop is banned in China, because cosmetics sold there have to be tested on animals, according to Roddick. However, things dramatically changed in 2006 when it was bought by the French cosmetics company L’Oreal, which is a big player in China. China has launched scientific developing strategy for sustainable future since 2006. The Body Shop’s values, culture and marketing approaches coincide with the same values as the current policies of...