The Body Shop is now Falling for YOU!
Post pandemic there has been a shift in the consumer’s psychology; they do not just want the best products but products that are also ethically sourced and pocket-friendly too. The Body Shop has been a consumer-oriented brand that closely monitors the needs of the consumers to provide exactly what they demand in a sustainable manner. Consumers in India desire to live a more sustainable lifestyle, but they are often obstructed by a lack of accessibility and price. Making a strategic shift to this, The Body Shop India is now making its best sellers available at a flat price of Rs.595 in India. A step that intends to promote affordable sustainability that will span across the top 12 SKUs in the brand's bestselling products in the skincare and haircare categories. This strategic price reduction has been undertaken to keep in mind the post pandemic spending habits of consumers and to strengthen its positioning as an affordable yet high-quality, natural, sustainable beauty brand.
Top-selling ranges like Tea Tree and Vitamin E have also come under this umbrella with a reduction of prices up to 20-50%. These product ranges include entry-level, full-sized products that are 100% Vegan haircare, facial washes, and high-performing skincare.
Talking about this shift Vishal Chaturvedi, VP, The Body Shop India said, “As our country and consumers emerge from isolation and instability over the last few years, we are listening to their needs more closely than ever before. The pandemic has changed consumer behavior radically and much of this change is likely to last. There is now a sharp demand for high‑quality, efficacious daily care products and strategic pricing is key to recruiting new consumers as well as commanding the loyalty of our existing customer base.”
Mr. Chaturvedi also said that over the last few years, there have also been a substantial rise in demand for more ethical, sustainably sourced products which actively do good for our planet and this has always been an area of strength for The Body Shop. With this strategic price reduction in daily essentials like face washes and hair care, they are putting forward their most sustainable, naturally efficient products at their best prices yet.
Consumers are now more conscious about the products that they choose which has led them to opt for premium brands too. This strategy will be more focused on supporting consumers’ requirements for well-priced daily essentials that come with certifiably cleaner and greener products. The Body Shop has been well known as an Activist British beauty brand. From a business point of view, it will broaden the audience catering to all genders and age groups across the country. The existing consumers will also be able to continue to buy the essentials at a price that is more suitable with uncompromised quality. The Body Shop has always been committed to a customer-first approach to delivering trustworthy and efficient products.