The Body Shop is a global retailer of naturally inspired, ethically produced beauty and cosmetic products. The company has unveiled a new lower pricing campaign which will see two hundred products being offered at new low price points in India.
Shriti Malhotra, General Manager, The Body Shop, spoke about the new initiative, “We are unveiling a new lower pricing campaign from March 1. We are doing print ads in national papers and vernacular newspapers, as well as general and vernacular magazines. We are also doing OOH campaigns and on the shop displays. However, we won’t be doing any TV ads right now. We may do that later, depending on the response to our products in India. Our campaigns have been designed in-house. We don’t have an ad agency yet in India.”
Malhotra spoke on the appeal of The Body Shop to Indians, “Indians love The Body Shop for its natural appeal and many of our customers keep coming back for products that have become part of their daily needs. In response to the current economic environment, we have listened to our customers’ feedbacks and want to offer even better value for money on our fabulous animal cruelty free products. And with every product our customers buy from us, they can feel good that they are also helping the less fortunate people of India as we remain committed to donating proceeds from the sale of all of our products to help our local communities.”
“We are targeting women in the wide age group of 15-50 years. We are currently available in eight cities – Ahmedabad, Bangalore, Delhi, Jaipur, Kolkata, Ludhiana, Mumbai and Pune. We are looking at launching two new stores in Chennai and Hyderabad. We also plan to open six more stores this year,” she added.