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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 trade and respect of local communities
Animals rights: cruelty free
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 ballisticssolid body tintsdusting powdersmassage barsshower jelliessolid perfumes
• Look like food
• Little or no preservatives
• Raw organic ingredients
Product innovation
Colorful: memories of childhood
Funny names
Sense of humor
Placement
Flagship stores only + mail and online distribution
Over 400 stores worldwide
• Located in prime areas
• Inspiration from groceries
• Customers can touch the
products
• Addictive in-store
experience
People Flat management
structure: directors actively involved
Internal marketing: passionate commitment and clarity of values
Creativity
Superior customer service
Packaging
Transparency: detailed labels
“Tell you when they were made”
Packaging “Naked”
products
Recycled plastic
Soaps sold by weight
• Recycled aluminium
• 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
Promotion Unicef: Unite
for children
OA Projects: opportunities for youth in war-affected regions
Japan 2011
Consumers
“Lush has developed a loyal and evangelical customer base”: customers buy because of the brand value
Customers trust the brand’s offers and promises
Coherence + Commitment
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!
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