The Body Shop goes bankrupt: Are cheap cosmetics really out of date?

In early March, The Body Shop - a British cosmetics brand - had to file for bankruptcy in the US and Canada. Along with that, The Body Shop branches in the UK and Australia also struggled, continuously closing and laying off employees.

This information was quickly shared on many forums of women who love beauty and cosmetics.

However, the majority of women believe that "The Body Shop-style cosmetics" are over. Currently, not many people want to use the products of this brand anymore. In addition, many people express regret for the cosmetics brand that has been associated with women all over the world, including Vietnam, for a long time.

The Body Shop phá sản: Mỹ phẩm giá rẻ thật sự hết thời? - 1 — The Body Shop filed for bankruptcy in the US and Canada (Photo: Thebodyshop).

Compared to emerging cosmetic brands on the market such as Obagi, Paula Choice's, Skinceauticals, The Body Shop's products are relatively cheap.

For example, The Body Shop's regular moisturizer costs VND600,000, while Obagi moisturizer costs VND950,000 or more, and Paula Choice's moisturizer costs VND750,000 or more.

In Vietnam, The Body Shop uses the slogan "natural beauty cosmetics". On the official website, the brand uses green as the main color, in harmony with the meaning of nature.

Linh Trang (Hanoi) said that about 7-8 years ago, when she was a freshman in college, The Body Shop was her dream brand. Trang always tried to save money from her part-time job every month to buy rose water and facial cleanser from this brand. At that time, she had not yet learned about special treatment and skin regeneration products, only focusing on regular skin care.

Now that her finances are more abundant and she can afford to spend more on cosmetics, Trang no longer chooses The Body Shop or mid-range cosmetic brands like Etude House... Because now, when the need for skin care is clearer, Trang chooses famous brands with specialized, anti-aging products.

According to Trang, The Body Shop may also have special treatment products and skin regeneration essences, but this brand has not really had an advertising campaign to change the minds of users. For many years, to Trang, The Body Shop has only been a popular cosmetic brand, suitable for students and "applied for the sake of it, without much effect".

Sharing the same view, Nhung Nguyen - a spa owner in Hanoi - said that in addition to providing skin care services, her shop also sells cosmetics online. However, for many years, Nhung's customers have only ordered products from brands such as Kiehl's, Obagi, Estee Lauder or SK II, Sulwhasoo... it seems that no one has mentioned The Body Shop.

According to Nhung, from product packaging design, brand image to advertising programs, The Body Shop cannot reach married women - a group of customers with the ability to pay.

In addition, The Body Shop products are quite poor, only revolving around basic products such as sunscreen, rose water. For special treatment products, The Body Shop has tea tree oil, regenerating essential oil, no deep treatment products.

Nowadays, as the demand for beauty is growing, women have more opportunities to access knowledge about skin care. Therefore, the demand for high-end skin care products has also increased.

"If you're going to spend money on something, then try to spend a little more to buy something of real quality. Otherwise, applying it is the same as not using it at all, a waste of money and time," Nhung Nguyen shared.

Therefore, the news of The Body Shop's bankruptcy in the US and Canada has made many people regret the once-famous brand. However, the majority of people think that this information is not surprising. Because many users believe that The Body Shop seems to have not "kept up" with the growing beauty needs of potential customers.

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