Body Shop tries out new marketing ideas in Asia

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BANGKOK--Body Shop is introducing smaller outlets with a new look - based on orange colors rather than green - starting in Thailand and Taiwan.

Body Shop traditionally operates standalone stores in shopping centers, each with an average space of 180 square meters.

Singapore-based Thomas Yasuda, head of the Far Eastern region for Body Shop International, says the company's Thai licensee came up with the idea for 60-meter square "Coloring Corners" in the cosmetics sections of department stores.

Mr. Yasuda says the first Coloring Corner opened recently in one of the branches of Thailand's dominant Central department store chain. Others followed in more Central stores in Bangkok and others are appearing in department stores in Taiwan.

He added that the 400 Body Shop outlets worldwide will change from green to orange next year.

Executives at Earth Care Co. - the Thai licensee - say Body Shop sales in Thailand this year will be the same as last year. But they are forecasting a 20% increase in 1999 with growth coming from new products, more Coloring Corners and three new stand-alone shops.

Copyright December 1998, Crain Communications Inc.

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