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Marketing in Brief: The Body Shop

This article was originally published in The Rose Sheet

Executive Summary

The Body Shop: Launching new skin care line under the tagline "Skin Care that Celebrates Experience" in the firm's 275 U.S. doors April 16, the firm said. The skin care collection includes facial products classified in four categories -- Oily, Normal-to-Oily, Normal-to-Dry and Dry -- as well as scrubs, masks and night and eye treatment items. The line, which is packaged in PET plastic bottles with pearlized green highlights, represents stage two of The Body Shop's "reinvention process" which kicked off with the November launch of the firm's Styling Aids line ("The Rose Sheet" Nov. 6, p. 10). The third step will include repackaging the men's line and other existing products, The Body Shop said...
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