New Lush campaign to raise awareness on importance of pollinators. A new campaign to raise awareness on the importance of pollinators for the world’s food supply and ecosystem has been launched by Lush cosmetics.
Who is Lush targeting
Based on Lush’s commitment to its manufacturing processes, we can say that many people within Lush’s target market are either vegetarian or vegan.
So the current target audience for LUSH are young, professional women ages 20-35 who desire eco-friendly products (“Digital Strategy Lush- Your Daily Dirty Routine,” 2014).
How innovative is Lush
A brand overview from research firm GlobalData has described Lush as a ‘standout brand’ thanks to its innovative products.
The firm says that Lush’s UK sales enjoyed 13% growth in the year leading to April 2018, which outperformed the UK health & beauty market’s 2.9% growth.
Why is Lush called Lush
Creation of Lush In 1995, Constantine and Weir opened a cosmetics shop on High Street in Poole, creating cosmetics from freshly purchased fruits and vegetables.
The company’s name was chosen after a customer competition in the store’s newsletter. Lush opened two new stores in Covent Garden and Kings Road, London.
What is Lush’s slogan
‘Fresh, Handmade cosmetics‘ is the company slogan and stores do not typically sell products older than four or five months.
How do Lush use their shops as a platform for promoting campaigns and activism
Alongside awareness raising, we sometimes sell limited edition charitable products during our campaigns, donating the proceeds from these directly to the work of the organisations involved in the campaign issues.
Creating these campaign products allows customers an easy and accessible way to contribute their support.
Is Lush successful
GlobalData suggests that the beauty company, which markets itself as an ethical player and engages in social and political campaigns, is enduringly popular with younger consumers.
Zoe Mills, Retail Analyst at GlobalData commented, “The brand has been successful in retaining its core customer – females aged 16-24.
What is Lush famous for
Since 1995, Lush has been a trailblazer in the cosmetics industry. From inventing bath bombs and creating new, innovative products to fighting animal testing and ethical campaigning, it’s come a long way since its humble beginnings.
What did Lush used to be called
Lush was born in the 80’s from a small mail order company called ‘Cosmetics To Go’ which was set up by the Lush founders after their successful contract to supply ‘The Body Shop’ with a range of handmade soaps.
Why Lush is so popular
Lush has had a significant presence in the American beauty retail landscape since 2004, but it has all the trappings of a successful digital beauty brand in 2017.
The products have a certain authenticity to them (they’re “fresh” and “handmade”). They’re also cruelty-free, meaning never tested on animals.
What are Lush aims and objectives
It was founded by Mark Constantine and Liz Weir (who created the bath bomb) in 1995.
They promise to make products from fresh organic fruits and vegetables, essential oils and safe synthetics.
Their goal is buying ingredients only from companies that don’t conduct test on animals.
Why and what inspired Lush
Emerging from the demise of a previous mail order business called Cosmetics To Go – a massive success that collapsed through a combination of over-trading and flooding – it was the same team that created and inspired this new venture called Lush.
Who is Lush’s target audience
Currently, the target market for Lush are young professional women ages 20-35 years with a passion for eco-friendly products.
Lush wants to expand its market to include the young professional male, of the same age.
Does Lush do advertising
“Lush has a ‘no global advertising’ policy. So every piece of content that we put out does not have the opportunity to have money put behind it,” Ritz said in an exclusive interview with Warc.
How did Lush get popular
1. Innovative Products. Lush’s trademark is its passion for fresh and natural homemade beauty products.
In an industry so saturated with brands that use chemicals and ingredients no human being can pronounce, Lush inevitably stands out.
Is Lush a social enterprise
While they both sell products and values and leverage advocacy efforts to acquire customers, Lush is a socially responsible company that was founded in the traditional market, while Libera Terra is a work integration social enterprise with roots in the non-profit sector.
What is Lush’s competitive advantage
Lush is well positioned in the market compared to most of its competitors. Its major competitive strategy is to remain independent and apply differentiation strategy in its production.
It produces unique products that are different from most products in the market.
What services Lush offers
With a signed disclaimer, clients can receive The Spell, Validation Facial, Fresh Facial, The Sound Bath, Tales of Bath, Renaissance, Tangled Hair, Tailor Made (front of the body only) and Book a Bath experiences.
What makes Lush different
What makes Lush different is the fresh approach to the way their products are made.
All the cosmetics available in their stores and online are handmade from only fresh fruit and vegetables, and where possible, are organic.
What type of brand is Lush
Lush Retail Ltd. is a British cosmetics retailer which is headquartered in Poole, Dorset, United Kingdom.
It was founded in 1995 by trichologist Mark Constantine, his wife Mo Constantine and five other founders.
Lush has 951 stores globally.
Why is Lush unique
Unique and interactive layout Another thing that makes Lush stand out from other retail stores is how it displays its products – as well as how it encourages customers to interact with them.
Its stores are reminiscent of a deli or grocery layout, with customers encouraged to pick up, smell, and touch items as they go.
What are Lush’s core values
All business should be ethical and all trade should be fair. Individual companies should not stand out simply by not being damaging or unfair.
No company should be trading from an unethical position and society has a right to expect as the norm fairness and resource stewardship from the companies that supply them.
Where does the word Lush come from
Lush is abbreviation of the word Luscious. The originally Welsh oxymoron meaning you are on your way, but not immediately.
You need a minute to gather your thoughts/things/feelings before you traverse the journey you are about to undertake.
Traditionally shouted from the top of the stairs to parental figures.
What is the culture of Lush
We believe in happy people making happy soap, putting our faces on our products and making our mums proud.
Is Lush a franchise
Lush is a privately owned and operated company within North America and there are no opportunities for franchise or wholesale.
Is Lush a purpose driven company
With 86% of consumers believing purpose should be at the heart of a business, it’s clear what today’s organisations need to do to win over the hearts of the consumer market.
Lush are an example of a purpose-driven brand who’s popularity and sales have only continued to soar on the back of their passionate principles.
Who are Lush customers
Consumers aged between 16-24 constituted Lush’s main shopper group in 2018, despite a slight decrease from the previous year.
In 2018, shoppers between the ages 25-34 showed an increase on the year prior, going up to 27 percent.
Is Lush growing
This year, Lush globally raised £6,618,000 (2019: £9,801,000) and donated £6,720,000 (2019: £9,194,000) in 36 countries, with 100% of the retail price of the product, less VAT, going to a variety of good causes working in the focus areas.
What sets Lush apart
Lush’s customer experience is what sets us apart. Our curious-looking stores and enthusiastic staff are what put Lush on the map, so it only makes sense to further nurture and enhance that experience for our customers.
Is Lush environmentally friendly
About half of our products can be taken home with no packaging. We save nearly 6 million plastic bottles globally from selling shampoo bars alone.
When packaging is unavoidable, we prefer to use recycled materials. 90%, by weight, of our packaging material is recycled and we’re working on the remaining 10%.
Who currently owns Lush
Mark Constantine and Liz Weir first met in the early ’70s while working at a beauty salon in Poole, England.
Mark was a trichologist and Liz was a beauty therapist. Both were interested in natural beauty products, so decided to create a business of their own.
References
https://timesofindia.indiatimes.com/gadgets-news/why-the-ceo-of-this-cosmetics-giant-has-shut-down-the-companys-social-media-accounts/articleshow/87949720.cms
https://www.lush.com/uk/en/a/ethical-buying-policy
https://www.crueltyfreekitty.com/brands/the-body-shop/
https://www.bynder.com/en/glossary/branding-strategy/
