The British brand said goodbye to its French customers on July 18 through social networks. A final round of applause for a brand that was ahead of its time.
“Goodbye”. The Body Shop announced this on July 18 in its Instagram stories. If we want it to just be goodbye, there is no happy ending on the agenda. After filing for bankruptcy in the United Kingdom, closing around 100 stores and cutting 270 jobs, the French subsidiary was awaiting a hearing. of the Commercial Court of Paris, this 17th day of July 2024. And closed the doors of its last French stores for good after the website showed weeks of updates.
A scenario that unfortunately smacks of déjà vu. Camaïeu, Gap, Naf Naf… Symbolic brands of the 80s and 90s are disappearing one after the other in France. A whole part of our youth is forgotten with them. Therefore, fashion is not the only sector affected. The Body Shop writes in its message: […] Together we have built a community based on authenticity, respect and kindness. We hope you will continue to uphold our values.” Values that have led to success for the English brand founded by Anita Roddick in 1976. How can we explain this secret ending for someone who was one of the pioneers of clean beauty, praising her creations but also her commitment to fairer trade? It’s a shame that the beauty world is increasingly taking this path…
Controversies
Some attribute this failure to the health crisis, others to its various acquisitions, the first of which was L’Oréal in the 2000s (for a tidy sum of €945 million). Indeed, when The Body Shop joined the beauty leader, it lost a bit of its identity. At the same time, the brand’s distinctive values are no longer there. Specifically, the cruelty-free aspect against testing products on animals (he was actually the first to stick with that theme until the European Union banned the practice in 2013). The body shop will even be accused of greenwashing (the act of assuming environmental responsibility when it is not). Indeed, the composition with harmful or polluting components stands out. The latter are being updated with apps that now allow the average customer to analyze what they are putting on their skin. Campaigns highlighting beautiful protected animals are not enough to hide the brand’s flaws and controversies.
Everything that drew us into this temple of green branding, from its ultra-sensual bath bombs to its iconic White Musk perfume (which is worn by half the college girls), has also suffered from fierce competition in the industry. Lush, Rituals, Sephora, as well as budget brands such as Action or Primark, have challenged the sector. Organic brands too, with Aroma-Zone or Mademoiselle Bio. When it comes to perfumes, tight budgets will find what they’re looking for at Adopt as well as Zara. Dreadful opponents, more competitive, more modern, more trendy… Facing customers that seem more sophisticated, more knowledgeable, more demanding, The Body Shop has lost its rhythm. Where she knew before most to see what the next world of beauty would require. The sad irony of fate.
Source: Le Figaro
