eCommerce Success Story: The Body Shop (2)

Let´s start with a recommendation: read the first chapter of The Body Shop eCommerce success story—it will help you gain a more comprehensive understanding of the brand’s strategy, its product, and especially the SEO and SEM aspects.

Now, it is time to dive into The Body Shop’s digital strategy, the channels it uses, and the type of content it generates.

A digital marketing strategy must be aligned with the brand’s overall strategy. It may sound obvious, but it is important to remember that retail is a critical channel for The Body Shop.

The strategy does not operate in isolation; multichanneling is the best way to reach the target audience wherever they are. That is why we see a significant effort by the brand to drive store visits.

Let’s see how everything is aimed in that direction, from their social media posts to their email marketing (as well as their organic positioning and paid campaigns, as previously mentioned).

We are looking at another brand that maintains a strong presence across multiple platforms. At a glance, we can identify profiles on Facebook, Instagram, X, TikTok, YouTube, and Pinterest.

This multiplies significantly when considering that these accounts exist across all the countries where they operate.

This global nature makes analysis slightly different. We will focus on what can be observed in Spain, but it’s worth noting that although the strategy is very similar across countries, the content adapts to the local context.

The most obvious example is influencer collaborations. Would it make sense to promote an influencer in France who has thousands of followers in India? Obviously not, as that individual would have no influence outside their market or lifestyle relevance.

The same applies to seasonality, which differs between hemispheres—a crucial factor in the cosmetics industry.

Finally, another significant aspect that I personally view as a downside: much of their content is simply replicated across channels. The same video created for TikTok is published as a reel on Facebook and Instagram.

The content is interesting, do not get me wrong—that is why we are dedicating a success case to it. I just believe they could extract even more value from it.

They share both image-based and video posts, but I would highlight the importance they give to the copy or body text of their messages. Their posts often resemble microblogging.

In an environment where multimedia impact dominates, using text to explain technical aspects of the product, ingredients, benefits, and even references to intangible advantages like well-being, self-care, sustainable and cruelty-free cosmetics—becomes an interesting approach.

Regarding content types, which are the same across Instagram, TikTok, and Facebook, we can distinguish between:

Email marketing is a fundamental aspect of any eCommerce strategy, which is why we analyze it in every eCommerce success case. This one is no exception.

There are numerous cases, workflows, and scenarios where email marketing is used. To keep this post concise, we will focus on specific examples with real cases.

A “personal” first contact, the user has already taken the step of granting enough trust to share their email (it is crucial not to disappoint them).

This is how The Body Shop welcomes you to the tribe (literally).

What do we like about this example?

Below the call-to-action buttons, we find the following:

This is a fantastic move, as it showcases the brand’s long history, strong ethical positioning, and commitment to social responsibility.

Honestly, it has everything.

What do we like about this example?

We could highlight several promotional examples, but perhaps a less-discussed yet valuable approach is customer acquisition through referrals, where one customer brings in another in exchange for a reward for both.

Let’s take a close look at how The Body Shop implements this:

What do we like about this example?