INTRODUCTION: Lush was officially launched in May, 1995. It deals in “Fresh Handmade Cosmetics”. The company was founded by Mark Constantine, Mo Constantine, Liz Weir, Helen Ambrosen, Rowena Bird and Paul Greaves. Lush has it’s headquarter in Poole, Dorset United Kingdom. Lush established its first store in New South Wales 11 years ago. Lush has 24 stores in Australia where 230 people are employed.
MARKETING STRATEGY: Lush has a unique marketing strategy which results in no- advertising. The company has no plans of using TV commercials since it is a very expensive marketing method and a higher price in the company products is not desired. “It would be preferred to raise the cost of a product due to improvement …show more content…
They are against selling people false hopes and encouraging people to buy things they do not need and will not use. While many of Lush products can be of benefit for health, customers are reminded that the best things for their skin are to drink enough water and get enough sleep. (Kevin Barker, 2013). Lush gives its local shops the freedom to run in a way that suits the Lush community. Every Lush store has its own charity officer and Green Helpers to strengthen and uphold Lush values. (Kevin Barker, 2013).Lush is known for its ethical campaigns against animal testing as well as the minimum use of packaging, hence reflecting actions of a green company. Social media is the primary source used to broadcast these activities. The main attribute that the firm focuses on when marketing its products is the term fresh natural ingredients which is also added in the company’s tagline “Lush Fresh Handmade Cosmetics” It is later explained that the terms fresh and natural overlap with each other in a sense that the products are not produced in a factory where chemicals are used. Production and ingredients are therefore the key words in the company
MARKETING STRATEGY: Lush has a unique marketing strategy which results in no- advertising. The company has no plans of using TV commercials since it is a very expensive marketing method and a higher price in the company products is not desired. “It would be preferred to raise the cost of a product due to improvement …show more content…
They are against selling people false hopes and encouraging people to buy things they do not need and will not use. While many of Lush products can be of benefit for health, customers are reminded that the best things for their skin are to drink enough water and get enough sleep. (Kevin Barker, 2013). Lush gives its local shops the freedom to run in a way that suits the Lush community. Every Lush store has its own charity officer and Green Helpers to strengthen and uphold Lush values. (Kevin Barker, 2013).Lush is known for its ethical campaigns against animal testing as well as the minimum use of packaging, hence reflecting actions of a green company. Social media is the primary source used to broadcast these activities. The main attribute that the firm focuses on when marketing its products is the term fresh natural ingredients which is also added in the company’s tagline “Lush Fresh Handmade Cosmetics” It is later explained that the terms fresh and natural overlap with each other in a sense that the products are not produced in a factory where chemicals are used. Production and ingredients are therefore the key words in the company