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

Animals rights: trade and respect
cruelty free of local
communities

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 ballistics
solid body tints
dusting powders • Look like food
massage bars
shower jellies • Little or no
solid perfumes preservatives

• Raw organic
ingredients
Product innovation
 Colorful:
memories of
childhood

 Funny
names

 Sense of
humor
Placement
• Located in
 Flagship prime areas
stores only +
mail and • Inspiration
online
distribution from groceries
• Customers
 Over 400 can touch the
stores
worldwide products
• Addictive in-
store
experience
People
 Flat management
structure: directors
actively involved

 Internal
marketing:
passionate
commitment and Superior
clarity of values customer
service
 Creativity
Packaging
 Transparency:
detailed labels

 “Tell you when

they were made”
Packaging
 “Naked”
products

 Recycled
plastic
• Recycled
aluminium
 Soaps sold
by weight • 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
Coherence + Commitment

Customers trust the brand’s offers and promises

“Lush has developed a loyal and evangelical

customer base”: customers buy because of the
brand value
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!