turers of toiletries and make-up include Innoxa, whose slogan is ‘pure and
beautiful’ and which is the only make-up recognized by the British
Medical Association.
As a result of the recent growth in environmental awareness throughout
Europe, numerous small players have been active in the ‘green’ cosmetics
market. However, only Yves Rocher is a significant competitor for The
Body Shop. Monsieur Rocher’s passion is ‘plants and natural beauty’ and
this is explained in the Green Book of Beauty, a mail order catalogue for toi-
letries and make-up. Mail order constitutes the heart of this company’s
activities, and it has, in addition, more than 1200 Beauty Centres world-
wide.
300 Relationship Marketing