The Body Shop Cosmetics

In: Business and Management

Submitted By Mbaliak
Words 2382
Pages 10
The Body Shop Cosmetics: Evaluating The Influence of Social Media in the Business of Socially Conscious Cosmetics

Mbalia Albatul Kamara

CAPELLA UNIVERSITY

MBA60004

Introduction The cosmetics industry persists because of the female demographics’ need for and quest for a youthful appearance. Thus the use of the Internet to advertise a company’s products and share information with its consumers has made the business industry very accessible to people around the globe. And it has also influenced the means to which companies market their products and communicate with their customers. As such there is no truer industry where digital communications and social media interactions between the customers and their preferred brand is of utmost importance than within the cosmetic industry. According to Richardson, Gosnay and Carroll (2010), E-marketing allows companies to more specifically attract new customers, to adapt to the needs of their customers and most importantly strengthen their brand and reinforce the relationships with existing and new customers. Therefore access to social networks such as YouTube, Facebook and twitter has broaden the scope for digital interactions; these networks allow companies to build their own fan pages for customer interactions where they can ask questions, give feedback, and comment on the company’s activities (Schmidt & Birkhoff, 2013). This paper will examine the cosmetic company: The Body Shop (TBS) and explore the efficacy of its Internet and social media interactions comparative to its major competitor LUSH cosmetics.
Background Past and Present
It all began 1976 in Brighton UK where the first store was opened by its human rights activist’s founders Anita and Gordon Roddick selling a range of 25 home-made and hand mixed products. Fast-forward 39 years and this company is now the most successful natural and…...

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