Holland & Barrett launches Body Shop challenger range

Health food retailer unveils its first private label personal care range.

Holland & Barrett is aiming to take on The Body Shop with the launch of its first private label personal care range, Dr Organic.

The retailer is set to start heavily promoting the range next month with a new creative that will tie in with its existing WCRS-created TV campaign.

The launch marks the first private label range from a health food retailer. Dr Organic debuts with 68 products including shampoos, lotions, bodywashes and toothpastes.

Holland & Barrett says it has been on the hunt for a suitable range to fit its brand and price point for some time, but has held out for suppliers that could guarantee organic products that are free of the chemicals paraben and SLS.

It is hoping to capitalise on the growing demand for more affordable products free from such chemicals. “We wanted to create a product that is authentically natural but also accessible to our customers,” says Holland & Barrett brand manager Christina Payani.

“Even The Body Shop can’t claim its ranges are paraben free, and neither are mid-market brands you might expect, such as Simple,” adds Payani.

Supermarkets Waitrose and Tesco have sought to cash in on the growing demand for natural and organic personal care ranges that are more affordable than leading brands such as Dr Hauschka and Neal’s Yard.

Holland & Barrett is also supporting the new range via sales promotion and PR activity, and is planning to step-up marketing during the Christmas sales period.

Holland & Barrett will have over 800 stores in the UK if its acquisition of rival chain Julian Graves is approved by the Competition Commission.

The high street chain appointed WCRS as its first retained advertising agency a year ago. It had previously used Gorilla Communications to manage its product-led tactical advertising activity.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here