The Body Shop: what went wrong?

This isn’t a view that is universally shared, however. However, Rupert Cook, business development director at customer experience consultancy Gekko, argues: “It is easy to point to a bad Christmas and weak consumer spending as the final nail in the coffin for The Body Shop, but in reality, the brand’s issues run much deeper. Despite being the go-to for ‘smellies’ in the 90s, the brand failed to move with the times. As consumers became more sophisticated about the cosmetics they use and other brands became cruelty-conscious, The Body Shop lost its USP and never found a new one.

“Occasionally, one might find a crusty tube of hand cream languishing in a cupboard somewhere, and that truly is a metaphor for what one of the most pioneering brands of this generation became – stale and forgotten.”

To read the published article featuring a comment by Rupert Cook, Marketing Director please visit Retail Insight

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