INTRODUCTORY WORKING DOCUMENT

A ‘Lush’ evening with Reusable Style

THE RE-USABLE AND RECYCLABLE NAKED LIPSTICK IS HERE

FOR ALL THE ENVIRONMENT FRIENDLY MILLENNIALS.

Overview:

Fashion and beauty come with a price. This price, unfortunately has been the
degrading quality of our environment since the last couple of years. Fashion
and cosmetics are huge contributors to waste in landfills and we at Lush are
on our way to do the best we can to bring a change.
Re-using old and recycling is our favourite way. This July, we will be
partnering with ‘Vinted’, one of the top vintage and secondhand fashion
buying and selling platform to launch our new ‘Naked Lipsticks’ which
promote the ideology of ‘Re-use’ and ‘Reduce’ along with a styling event
calling in some of the best influencers, stylists and bloggers who can explore
the vintage and re-usable fashion style from Vinted and finally complete their
look with our sustainable lipsticks. There will be only a limited number of
participants due to the actively engaging activities of styling and for being
effective.

Problem:

The ‘Naked Lipstick’ must become a strong choice among beauty

aficionados, including those who are sustainable becoming their favourite go
to lipstick and those who are new to learning about sustainability allowing
them to do their part being green while they manage to look their beautiful
self with our product.
Sustainability is a huge trend these days but we have been taking efforts
caring about environmental and animal rights issues since a long while. And
inspite of this trend booming, there is still a long way to go for cruelty free and
environment friendly beauty brands.
The goal is to be as active in these global movements as possible with our
commitment of crafting fresh and handmade products which are also good in
quality.
The Solution

The goal of the communication is to spread this ‘RE-USE’ and ‘Reduce’

Ideology not just in Beauty but also in the Fashion industry. We choose to
partner with Vinted for achieving the same mutually and aim to build a
community of people who believe in doing small actions and bringing change,
Who choose to align their purchases in fashion and beauty to their beliefs
about being cruelty free and sustainable. The innovative lipstick can be used
in pre-existing lipstick containers one already has. Or they can buy a reusable
and recyclable metal container along with the lipstick. This is a solution to the
millions of plastic lipstick containers that end up in landfills each year.

We would organise a fun and engaging event asking the 50 participants to

style themselves in the ever so beautiful vintage pieces , complete their final
look using our lipstick and talk about how they feel about responsible
purchasing in beauty and fashion. This event will be live on our direct social
channels like Instagram, Tik-ToK and Facebook. These influencers would
further upload their looks and post about our lipstick shades they chose to
dress up on their social media channels, getting the word out for our brand
message and further asking their followers to style second-hand and buy our
packaging free lipsticks. We would have an Instagram campaign with a
#GOPACKAGINGFREE which the influencers and their followers can tag us
with. This would help us gain more momentum as a digital strategy.

Highlights:

We would be in a tight connection with the team from Vinted and would
promote this event partnership actively. Influencers participating will be of
different cultural backgrounds, gender, ages. To have on board influencers
from the LGBTQ+ community will also be one our priorities since we believe
in inclusivity. These would be from various social media backgrounds like
Fashion, Beauty, Lifestyle and especially quiet some who advocate cruelty
free beauty.
Key To Success :

• The Success of the event depends on the effectiveness of the Influencers’s

reach on their social media

• Another determining factor is the close relationship and monitoring of event

activities with ‘Vinted’ as they are partnering with us and hence are a
stakeholder in the event.

• We need to prepare an exclusive assortment of clothing through Vinted that

is not just vintage and sustainable but stylish, elegant and relevant for the
millennials at the same time.
• Organise the live event at our Manchester store and set up our digital
media channels to air the same for our target and potential clients online.

• Analyzing the Influencers : The influencers chosen would need to be good

at styling and promoting our products in the best way to reach the audience
authentically.

• Prepare a social media kit with all the strategic elements that must be
present in their activities. The number of posts that we expect before the
event and during the event, so as to allow them to accept the package or
refuse. Or if the character interests us to be able to negotiate with her / him.

• Contact all the selected influencers and have a brief with each of them to
understand the style they will use in the narration, the tools and the
modality to be aware about the impact.

• The Press will receive an invitation to the event and press conference with
the list of influencers present.

• There will be an Art Director, in store stylist and make up team for assisting
and carrying out the event smoothly.