Bath & Body Works is a widely loved brand that is adored for its quality self-care products and diverse range of scents. For several years, they stood out in the market for lotions, body washes, and candles. But, as consumers began to prefer more natural products, the brand saw a chance to change their game. They came up with their other natural range of products thinking they would tap into a wider audience. Sadly, the promotion was terrible, to say the least. In this article, we’ll analyze the case and try to understand what knowledge and lessons from the case the readers can absorb.
Transforming Patterns of Buyers
The boom of organic and herbal products has changed the dynamics of the entire beauty and personal care industry. For many international brands not only Lush & The Body Shop became the markers of ‘real and good quality really good’. Bath and Body Works in their desperation to keep pace with the rest of the market decided to jump into the natural care segment. They were, however, not prepared for several other hurdles that this transition would involve as is the case with most brands switching to another category.
What Went Wrong?
Inauthenticity
A brand needs to sell itself as real and legitimate in the current market. Nowadays, consumers want to trust that a business stands by its products and actually values them. For instance, Bath & Body Works has an image that does not correlate with their products as they are known for their strong synthetic fragrances and bright packaging. They did not appear fully committed to the line which resulted in skepticism.
Poor communication
Exhibition of ideas in a logical, even amazing sequence is important. The consumers especially were not educated on the benefits of the new line of bath and body’s all natural products, particularly how it improves upon some of their products. People looking to purchase BnB’s product upstairs were not inspired because there was no strong core message for the product line that was communicated to them.
Value Proposition Maker
Bath & body assured the consumers that their product is worth the dollar sign. Most earth-friendly products cost more, but cost has no attachment to value. The consumers required an explanation of what factors make the particular product valuable at that cost. The new line was at an understandably high price point and they were struggling to get customers to relate the high price with returns of perceived value.
Heavyweight Competitors
Bath & Body Works participated in natural care market which was already saturated with established players. It was said in the US that Bath & Body Works entered this space late. They didn’t make enough effort of making their product different from the competitors. For them to lack an Unique Selling Proposition meant that there was a high chance of their product offerings getting lost among others.
Lack of position promotion
Promotion or advertising is the essence of after launch. Bath & Body Works advertisement activities did lack impact to a satisfactory level. They did not create the much needed buzz that needed directing effort to the new line. In the absence of advertising, the products have only been lip service.
What We Have Learned
Once again the experience of Bath and Body Works teaches us several things that every time a brand goes for the new geography or a product based on that geography, there are certain things which have to be kept in mind.
Authenticity is critical
Consumers today prefer being associated with a brand which is not only authentic but also transparent. To be able to engineer a new line, it is very important to start from a real stance. Ensure that your messages are integrated with the core values of the brand. If you are advocating for natural products ingredients, your entire production mechanism should feel that way. Companies like The Body Shop have been successful because they harbored good ethical qualities.
Establishing a Customer base
Understanding the audience one intends to target is central especially in marketing. They go as far as conducting research on their potential customers and what drives their buying behaviours? For example, if one’s target audience appreciates a product that is friendly to the environment, then it is wise to make eco-friendly products. Focus on surveys, focus groups and what people’s opinions are on social media – in essence, any kind of data where what customers want is constructed.
Tell a Story
People relate well with emotions and so it is important to connect a strong brand narrative to consumers. Talk about how the product was conceived, its development process, and all its benefits. Most importantly, discuss its significance in the life of customers. For instance, let’s say you are putting out a line of natural skin care, you would want to talk about how you got inspired to use a certain ingredient and the benefits of the ingredient. Companies like TOMS have been able to create a brand narrative where their customers form a bond with them.
Bring the Value and Price Together
If there is ever a new line to be launched, especially a premium one, allegations of undervaluation should be silenced by ensuring that buyers know how much value the product has to them. If the price is quite high, make sure the perks are stated bluntly. Let the consumers experience the product without them fully buying it by providing the service in some shape. If a customer understands why the product is different in terms of quality and the practices involving organic sourcing or even cruelty free non testing- then the consumer will be willing to pay extra.
Be Distinct From Your Rivals
In a sea of options, it is crucial to be different. Tell your clients what can make your product stand out. This can be an original formula or even an uncommon packaging. For instance, when your product has some exotic plant extraction, advertise it more and highlight why its better than someone else’s similar product. According to popular belief, Aesop was able to create their own market due to the branding they employed and the quality of botanical ingredients they used.
Marketing And Promotion Should Be Focused On Effectiveness
In order to break even with your target audience, a well-rounded marketing strategy must be in place prior to launch. Combine digital advertising and social media, promote through influencers, and print-load the audience. Tease customers before the launch and show them exclusive content. Talk to them for the purpose of hype and engagement through social media. Brands like Glossier have managed to overuse social media to the point of turning their customers into marketing volunteers.
Conclusion
It is never easy to gain a foothold in the market, as BATH AND BODY WORKS discovered the hard way. They understood the importance of being real, communicating clearly, and promoting strategically. As consumer demands change, the nature of brands shifts as well while remaining loyal to their primary ideal.
Everyone, who has something original to offer to the market or planning to join a different marketplace, must know these lessons. Seek your audience’s desires, crafting an appealing narrative, making sure that the item you provide is distinctive, engaging in promotion – all this can significantly improve your chances of achieving success. You can aspire for the development and influence of your brand while learning from the others’ experience so that you do not make frequent mistakes.
