Case study 4.1
Susie CretanKieran SiedlerNorley Idrus
ABOUT LUSH
• International natural cosmetics company • Originated from United Kingdom in 1995
• 830 stores in 51 countries
• Natural, organic and environmentally friendly
• Actively campaigns for ethical practice
• Understands and empowers customers
PRODUCTS
Values and stance in social issues
Gay marriageHuman rightsAnimal welfareEnvironmental
Lush Cosmetics Presents: "We Believe” (animal testing)
Freud & LUSH
• text
“Pick one up now, you deserve an indulgence”…
Appeals to: The ID
Higgins’ Self-Discrepancy Theory
Actual self-image is how consumers actually see/perceive themselves at present Ideal self-image is future-oriented; how consumers would like to see themselves in the future
Actual vs Ideal self-image
Customers are Consumer Innovators
• Open-minded and social
• Enthusiastic about trying new products
• Show stimulation and variety seeking traits
• Inner-directed in social character
• Inspired and like to feel empowered
• Show curiosity-motivated behaviour
• Environmentally and socially conscious
Consumer Innovators
• Prefer discovering new products
• Mass marketing ineffective• Active in the buying process • Information-laden
campaigns• Draw on own values and
standards • Novelty, innovation,
excitement
Advertising Campaigns
Non-Consumer Innovators
• Prefer established products• Mass-marketing • Passive receivers of selling• Authoritative, risk-
minimising - assurance- reliability- judgement of credible
others
Brand PersonalityBrand personification: Recasting consumers’
perceptions of the attributes of a company into
a human-like character
Lush’s personality: Traits exhibited and desired by the
typical Lush customer
• Sincerity – down-to-earth – honest– wholesome – cheerful
• Excitement - daring - spirited - imaginative - up-to-date
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