WILDLUSH

FRESH HANDMADE COSMETICS

LUSH FRESH
HANDMADE
COSMETICS

Presented by:
TEAM A: Katy Ly, Monica Medina, Lan Nhi Vo, Helen Zhang, & Muneeba Ali
Marketing 3300-Kulkarni
April 27, 2019
 Wild Lush: Lush Pop-up shops

Table of Content

Letter to Board of Directors 3

Executive Summary 4
Our service Initiative 5
SWOT Analysis 6
4 P’s Strategy 7
Consumer Needs 8
Segmentation, Target & Positioning 9
Market Share of Bath Boom/Bubble Bath Industry 10
Pricing Strategy and Cost-of-Goods 10
Research 11
Channel Strategy 12
Logistical Consideration 12

Promotion Strategy 13
Corporate Social Responsibility 14
Appendix: Facility Sketches 15
Appendix: Bath Bombs Sketches 16

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 Wild Lush: Lush Pop-up shops

Dear Lush Board of Directors,

We are sincerely grateful for your time and consideration in giving our team the opportunity to
present our proposal. This new venture could potentially initiate an extension to Lush’s value in
its business and catalyst our market share.

As Lush’s Marketing team, we have worked with endless passion to develop a major project plan
that stays true to our significant uniqueness in that “[o]ur values are at the core of everything we
do.” To build on our value in that “[o]ur ingredients don’t cost the Earth,” we would like to
present our proposition of a pop-up shop service as well as the product line titled “WildLush.”
Lush is known for handcrafting their products with infinite love and care, as well as giving back to
the community. The proposed project can complement the business’ core values as we strive to
continue breaking barriers while positively influencing the beauty industry.

We have arranged this marketing proposal to address our complete proposition including
pertinent information that may be found useful to aid in your executive decision. We spent a
considerable amount of time developing this plan to present to you with comprehensive, yet,
extensive detail. We hope you take our recommendation into consideration and offer us
the chance to put this project into action.

Thank you for your time and this golden, sweet opportunity. We look forward to hearing from
you soon!

With Gratitude,

Members of Team WildLush

Katy Ly, Monica Medina, Lan Nhi Vo, Helen Zhang, & Muneeba Ali

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 Wild Lush: Lush Pop-up shops

Executive Summary
To live up to our core values, which include: fresh cosmetics, 100% vegetarian, ethical buying,
handmade, naked packaging, and fighting animal testing. Lush has committed to certain action
plans that aid us in fulfilling these values every single day. We accomplish this by
selecting only cruelty-free ingredients, handmaking the freshest products and constantly
innovating, all the while also reducing our carbon footprint on the earth. Lush has truly
continued to express their care for the world by also taking part in several ethical campaigns and
partnering with other businesses that strive to make a difference. The company has continued to
grow and further expand their product line while keeping a stable profit and customer loyalty.

As pop-up shops are becoming the latest trend in society, Lush’s opportunity to take on
“WildLush” will help build on not only their company's’ values, but consumers’ needs as well. By
pursuing this new opportunity, Lush will be able to grow and develop their distribution and
promotion channels.

“WildLush” offers a unique pop-up shop experience, as well as a new bath bomb line that
focuses on raising profits for endangered species. In addition, this experience allows consumers
to create long lasting memories with their family and friends. A portion of ticket sales and bath
bomb purchases will be donated to support endangered species through the World Wildlife
Fund (WWF). The pop-up shop is designed to have seven different rooms that are inspired by
one endangered species within the seven continents. Consumers may walk into each room to
encounter an eye-opening experience as if they have just entered in to a different part of the
world. To further extend the one-of-a-kind experience, the room design and species
representative will change after an allotted amount of time. “WildLush” provides a revolutionary
experience while incorporating the store products and promoting public awareness.

Through the special meaning behind the development of this new service and product line,
“WildLush” will create unique, personal memories that will stay close to the consumer’s heart.
With consumers becoming more aware of the ingredients in the products they use, their societal
contribution, and growing social trends, “WildLush” provides the best opportunity to keep up
with the movement while doing our part to give back to an earth that has given us so much.

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 Wild Lush: Lush Pop-up shops

Our Service Initiative

Unique value proposition

Launching our WildLush pop up shop and new bath bomb product line are for people who love
using bath bombs, taking aesthetically pleasing pictures, and care about endangered animals.
Bath time will become a luxurious experience with the new line of WildLush bath bombs while
the proceeds

Mission Statement
Saving one animal, one bath bomb at a time!

How are we different?

We are different from our competitors because we believe in participating in raising public
awareness about important concerns that seem to be forgotten through the hustle and bustle of
everyday life as well as in producing and providing the freshest, USDA organic products to help
fabricate a better planet for future generations.

• Dedicated to several ethical campaigns

• Opportunities to volunteer
• 2-in-1 service/ charity and social event
• Charity endorsement
• Fair Trade
• Ethical buying
• Limited, exclusive event

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SWOT Analysis
Strength (Internal)
• Established Brand
• Known for creativity
• Dedicated to animal rights
• Already a part of several charitable
organizations and causes
• Trendy
• Loyal customers
• Already have resources for products
Opportunities (Internal)
• To expand and introduce new
consumers
• The organic market is growing, more
people are heading towards a healthier
and eco-conscious lifestyle
• To educate people about what is
happening and how to support
endangered species around the world
• Pop-up shops are in trend
Wild Lush: Lush Pop-up shops
Weaknesses (Internal)
• New venture – lack of knowledge in
pop-up shops
• A lot of work
• More expensive products compared to
DIY bath-bombs
• Non-traditional advertising tactics
Threats (External)
• Target market is small – only certain
number of people have heard about the
company
• Cheaper products are available
• Landlords not wanting to rent out space
for a temporary amount of time
• Variety of pop-up shops are available
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 Wild Lush: Lush Pop-up shops

4P’s Strategy
Product (Service)
• 7 new bath bomb designs
• Pop-up store with 7 unique rooms
• Description: 7 bath bomb designs where each is inspired by the species that will
represent the continents and the scent is inspired by the culture/environment. There will
also be a pop-up store where there are 7 different rooms inspired by the continents and
they will be designed to be aesthetically pleasing for photo taking. People can purchase
tickets: different levels- a portion of the ticket price will be given to the WWF.

Pricing
• $6.95 – bath bomb
• $20 ticket per person -general admission which allows
for an 1hr time limit
• $40 ticket per person-VIP admission -2hr time limit
and includes a reusable bag w/ 1 bath bomb,
keychain, & WWF sticker

Place
• WildLush pop-up shops will located in a state in each
of the four regions (New York, Texas, California,
Florida)
• Pop-up shops changing cities every 6 months
• Metropolitan area locations

Promotion
• "Free admission" for the first 50 people on opening day of Wild Lush pop-up shop
• Mini giveaways posted on our social media platforms
• Scavenger hunt- Posters hanged up around different parts in a mall with QR codes that
people can go around to scan; once they scanned them all, they can receive a free
sample of our new product line.

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 Wild Lush: Lush Pop-up shops

Consumer Needs

WildLush service and product line fills in the consumer needs for keeping up with social trends
and personal contribution to the world for individuals who love animals, staying trendy, and
giving back to their community.

• We are providing a service and product line to trendy, animal loving people who would
like to give back to their community
• Individuals can enjoy their leisure time with family and friends while knowing that their
participation is benefiting and saving the lives of endangered species
• New trend in pop-up shops that provide aesthetic rooms to take pictures in for social
media posts or personal interest
• Social media trend in having a visually appealing feed or post

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Segmentation, Targeting, Market Strategy

Type of segmentation Segmentation criteria Target customer segment

US Western/California
South/Texas
Region
North East/New York
Geographic South East/ Florida
Urban
Density
Metropolitan areas
Age 15-24, 25-34,35-44

Gender Males and Females

Bachelor Stage, Young, Single,

Demographic Life-cycle stage
Newly Married Couples

High-school Students, College

Occupation Students, Adult Working
Professionals

Degree of loyalty aware, Interested, Intentional

Quality products, quality service,

Needs eco-friendly-brand value, natural
vegan lifestyle
Behavioral
Conscientious, Exuberant,
Personality
Generous, Animal Activist

prospective users, first-time

User status
users, regular loyal consumers

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 Wild Lush: Lush Pop-up shops

Market Share – Cosmetic Retailer

In the case of bath bombs, Da Bomb would be considered one of Lush’s major competitors in
market share. When it comes to pop-up shops, since it is a relatively new venture for most
companies there is not any competition as businesses are still learning how to navigate the
experience. Over the next 3 years with the help of the pop-up shops, we hope to increase in
store purchases by 35% and gain a 10% market share in the bath bomb industry.

Pricing Strategy and Cost-of-Goods

The pricing strategy for WildLush is to breakeven on all 32%
operational costs and donate the remaining profits to the
WWF. Even though the company will not be receiving a 59%
profit directly from the service, we will gain more 9%
exposure, thus increasing our store and online sells.

There will be a few costs that we will be able to cut by Current Market Shares
utilizing our present resources. We won’t be cutting Lush Da Bomb Others
salaries, but instead of hiring new employees we will be
rotating through our present employees, therefore
preserving our current salary budget. In addition, we will
also be offering the opportunity for others to 24%
volunteer. By using our current manufacturing plant and
the fact that we won’t be introducing a new product, just
11% 65%
new scents, we will be able to save in production. The
other costs connected with WildLush cover rent, utilities,
marketing, raw materials, decorations, billable labor, VIP
gift supplies and miscellaneous expenses. We estimate the Estimated Market Shared
yearly costs per store to be $322,000/4stores = $80,500 (Afrer 3 years)
per store. $80,500/4 months of operation = $20,125 per Lush Da Bomb Others
store during a monthly operation.

In order to break even we would need to have general admission ticket ($20) sales of 1006.25,
which average to about 33.54 general admission sales a day for each operational month. To help
reach our goal of $1 mil in one year to donate we would need average sales of $250,000 per
pop-up-shop, per year.

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Research
Female Male

30%

70%

GENDER DISTRIBUTION Average Spend

Customers were willing to pay 27 dollars
for every admission ticket.

18-24 25-34 35-44

6%

72%
10%

84%

Out of 50 people, 36 people would like to attend

an event that support endangered species.
AG E D I S T R I B U T I O N

43 out of 50 people like the idea of Lush pop-up shop

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 Wild Lush: Lush Pop-up shops

Channel Strategy

Wild Lush will use pop-up shops marketing channel to support the endangered species from
around the continents. Protecting the endangered species is still being taken lightly and it is not
well known. The idea of this pop-up shop is to increase public awareness and support the
animals for the future. Preparations are needed before opening the pop-up shop.

The Wild Lush pop-up shop will have their own website with information about the endangered
species, tickets, Lush's products, and merchandises. Lush's stores from all around the United
States will help to promote the "free admission day" on the first opening day of Wild Lush pop-
up shop. Lush's stores will also give out a free sample of Wild Lush's bath booms to customers
with information about the cause of the pop-up shop.

The first pop-up shop will be open in Dallas, the area that matches well with lush's target
customers. Young adults will love and participate in the "free entrance day", and Lush's team will
do a qualitative survey to decide the next location of Wild Lush.

Logistical Consideration

Lush has always been popular for its charity programs such as Charity Pot program, Sustainable
Lush Fund, FunD and our people. Its Lush's responsibility to advocate for the environment,
animals, and people in need. The Wild Lush pop-up shop program will increase the endangered
species knowledge to the public.

Safety for consumers will be put into consideration. The "free entrance day" can be hectic and
the main focus is to ensure everyone to have a beautiful day at the pop-up shop. We would need
to estimate the target population and the number of staff required at the pop-up shop, the costs
of security staff and regular cleaning, and estimate the demand of Lush's bath booms for the
next opening day.

The key partner would be Lush to help promote the pop-up shop to their business.

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Promotion Strategy

WildLush already has an upper hand in bath bombs and ethical campaigns because we pride
ourselves in providing our consumers with all organic, handmade products that are not tested on
animals. We want our clients to be more familiar with our new wildlife line so that they will be
persuaded to buy them and tell others about us. We will be advertising our new line on all our
social media outlets such as Snapchat, Instagram, Facebook and Twitter.

With the Snapchat, Instagram, and Facebook features users can now get a weekly visualization
of our new product line up close. We will be posting sneak peeks and pictures of about our new
pop up store and how to utilize the backgrounds to take the best pictures. We will also have mini
giveaways to attract the customers and answer any questions through our Facebook page or live
Q&A video.

We will have a website where people can see our new product line and which animal inspired its
creation. In addition, we will have short YouTube videos that talks about Lush and our goals in
creating this campaign. The videos will also include views of the conditions in which the
endangered species live and information from a specialist in that continent to provide more
context.

To conclude, we will offer a vast array of WildLush line products, including the bath bombs,
keychains, stickers, lanyards and bandanas.

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Corporate Social Responsibility

Wild Lush is here to support the endangered species and to increase public awareness. At the
pop-up shop, there will be a free teaching service for kids wanting to learn more about
endangered species around the world, because children are our future, and they will inherit the
knowledge to help our animals. There will be books about endangered species for kids to read
while waiting for relatives and a specialized instructor will be there to explain and to answer any
questions regarding the animals and how to help them.

Wild Lush Program

The Wild Lush program will be on both the Wild Lush's

website and Lush's website. There will be seven bath
booms that represent each endangered species from
different continents. For every purchase of the bath
booms, the Lush Foundation will donate 10% of the total
to The World Wildlife Fund. The donation will help to
protect our endangered species from all around the
world. Even when the pop-up shop ended, the program
would continue with Lush.

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Appendix: Facility Sketches

Exterior sketch of the WildLush Pop-up Shop

Interior sketch of the WildLush Pop-up Shop

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Barbary Sheep Panda

African Penguin Blue Whale

Vancouver Marmot Goudian Finch

Long Tailed Chinchilla

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