Lush cosmetics: how to be green and fun

Mara Dalmazzo

Agenda

History of the company Mission and Vision

Product Placement

People Packaging Promotion

Conclusions

History of the company

Late 1980s: Constantine proposed the idea of “Bath bombs” to the Body Shop. The idea was rejected

1995: Mark Constantine, former hairdresser, founded Lush with his wife Mo and a colleague, Helen Ambrosen

2005: Lush was mentioned in the Sunday Times 100 Best Companies survey

Mission and Vision

Very often, when you think of an

environmentally conscious way of life, you think of a radical,

minimal philosophy…

Mission and Vision

Human rights: fair trade and respect of local communities

Animals rights: cruelty free

Environment and sustainability

Mission and Vision Fresh handmade cosmetics

We believe…

… in making effective products out of fresh fruit and vegetables, the finest essential oils and safe synthetics, without animal ingredients, and in writing the quantitative ingredient list on the outside

… in buying only from companies that test for safety without the involvement of animals and in testing our products on humans

… in making our own fresh products by hand, printing our own labels and making our own fragrances

… in long candlelit baths, sharing showers, massage and filling the World with perfume and the right to make mistakes, lose everything and start again

… that our products should be good value, that we should make a profit and that the customer is always right

… that words like “fresh” and “organic” have honest meaning beyond marketing

Product innovation

Innovative products:

bath ballisticssolid body tintsdusting powdersmassage barsshower jelliessolid perfumes

• Look like food

• Little or no preservatives

• Raw organic ingredients

Product innovation

Colorful: memories of childhood

Funny names

Sense of humor

Placement

Flagship stores only + mail and online distribution

Over 400 stores worldwide

• Located in prime areas

• Inspiration from groceries

• Customers can touch the

products

• Addictive in-store

experience

People Flat management

structure: directors actively involved

Internal marketing: passionate commitment and clarity of values

Creativity

Superior customer service

Packaging

Transparency: detailed labels

“Tell you when they were made”

Packaging “Naked”

products

Recycled plastic

Soaps sold by weight

• Recycled aluminium

• Paper bags

• Solid products

Promotion In-store

advertising

WOM and PR

Web

“A good product is the best advertisement” Unconventional

marketing approach

Promotion

Social networks: Fb groups and fan pages

Twitter

Promotion Unicef: Unite

for children

OA Projects: opportunities for youth in war-affected regions

Japan 2011

Consumers

“Lush has developed a loyal and evangelical customer base”: customers buy because of the brand value

Customers trust the brand’s offers and promises

Coherence + Commitment

Competitors

Latest news about SPA: new treatment rooms

in some shops

Many established competitors with aggressive marketing departments

The ethical cosmetics market expected to increase

Source: http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG160.htm

Conclusions Made ecology fun

Differentiate Commitment to quality Solid brand reputation Not customers but fans

Not buying but experiencing

CULT BRAND

Thank you!