The Body Shop from Natura&Co Ranked Top in E-commerce Website

Updated: Sep 7, 2022

The Body Shop, owned by Brazilian beauty giant Natura&Co, ranked top 1 achieving the highest score for its website in an analysis of 500 of the largest online retailers according to the latest UK Digital Retail Index. Moreover, its parent company Natura&Co is extending its business in China.

The Body Shop is leading the way in e-commerce experience, according to the latest UK Digital Retail Index.

The cosmetics retailer achieved the highest score for its website in an analysis of 500 of the largest online retailers, which used four key metrics such as accessibility, search engine optimization (SEO), user experience (UX) and site speed.

The Digital Retail Index is compiled by e-commerce specialist Remarkable Commerce using Google’s Lighthouse tool to track web performance.

The Body Shop achieved a score of 381 out of 400, having gained full marks for its accessibility as well as 98 out of 100 for its SEO, surpassing household brand names such as Asos, which came 196th, and Amazon, which came 253rd.

The Body Shop was previously part of the L’Oréal Group. Looking back on its 11-year career under the L’Oréal Group, The Body Shop has performed poorly since its acquisition with annual financial data showing a slight increase or even a decline in sales, which seems out of step with the Group’s overall rapid development.

According to incomplete statistics, more than ten years under L’Oreal, The Body Shop’s performance data fluctuate. From 2011 to 2017, the brand’s annual sales grew by an average of 2.6% year-on-year, compared with an average increase of 4.4% for other brands under L’Oreal. The Body Shop, which had high hopes, was thus reduced to the group’s worst-performing brand and was subsequently sold by L’Oréal to Brazilian beauty giant Natura&Co Group.

After acquiring The Body Shop,Natura&Co Group began a radical reinvention of the brand with a more aggressive approach to strengthen its connection with younger consumers, not only hiring a former L’Occitane executive as CEO for the brand, but also building a team dedicated to repositioning the brand, researching disruptive innovations for new products and concepts internally, and working with suppliers externally to understand global trends.

After the completion of Natura&Co’s acquisition of The Body Shop in 2017, Robert Chatwin, Vice President of Natura&Co Group, clearly expressed his desire to enter the mainland China market. Due to animal testing, The Body Shop’s mono-brand stores are not currently located in mainland China for the time being.

With the Natura&Co Group’s layout in the digital online sales section, The Body Shop has also increased its investment in the e-commerce section. The Body Shop now covers over 54 e-commerce platforms in its direct sales channel, the financial report noted. In the first quarter of this year, Natura&Co Group’s e-commerce sales grew by nearly 250% compared to the same period last year, while The Body Shop’s e-commerce sales grew by 300%.

Earlier, Natura&Co reported results announcing the reversal of losses in 2020, reaching consolidated net revenues of R$40.1 billion (approximately $7.98 billion) and achieving a net profit of R$1 billion (approximately $199 million) in 2021.

However, the brand’s Tmall overseas flagship store was officially launched on August 2, 2019, and the store currently has 270,000 fans, with total sales of the hottest selling The Body Shop ginger shampoo reaching 200,000+ bottles and monthly sales of 2,000+.

In fact, Natura&Co announced last month that Natura&Co announced the suspension of its NYSE listing plans, mainly due to the dramatic volatility in global stock markets caused by the Russia/Ukraine war and soaring interest rates.

The group had acquired a 76% stake in Avon for $2 billion in May 2019, just to accelerate its presence in the Chinese market. And on January 3, 2020, the acquisition of Avon was completely completed for nearly 13.4 billion Brazilian reais (nearly $2.78 billion). The acquisition of Avon is an important step in Natura&Co Group’s layout of the Chinese market.

It is understood that Natura&Co, founded in 1969, is a global personal care cosmetics group headquartered in Sao Paulo, Brazil, which owns Brazilian skincare brand Natura, British organic skincare brand The Body Shop (The Body Shop) and Australian organic skincare brand Aesop and other brands. At present, Natura&Co has three brands under its umbrella, in addition to its own brand Natura, Aesop and (hereinafter referred to as “The Body Shop”) are both acquired brands. In the year following the acquisition of Beauty Shop, Natura&Co released financial data for the fiscal year 2017, with net sales increasing 24.5% and net profit jumping 117.5% for the year.




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