Community is a huge element of Lush’s strategy, driven in equal parts by its brand fans, or ‘Lushies’ and its ethical stance.
Lush is always working to use as many natural ingredients as possible in its products, to reduce its environmental impact, to reduce packaging (and make it reusable where it is used) and more.
What is Lush pricing strategy
Lush Price/Pricing Strategy: Lush has adopted the premium pricing strategy to sell its product.
All its products are organic and handmade due to which the costs go up very much.
It tries to keep the product as fresh as possible for the benefit of the consumer which increases the cost.
What is Lush’s competitive advantage
LUSH’s competitive advantage stems from its fierce commitment to remain independent, its environmentally conscious attitude, its unique production of fresh handmade products and limited but creative use of its marketing budget.
DISTRIBUTION CHANNELS Lush Cosmetics is sold exclusively in Lush stores around the world.
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.
What is Lush competitive advantage
Competitive strategy and positioning 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.
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 are Lush aims and objectives
Creators of pioneering beauty products such as the fizzing bath bomb, shower jellies, and solid shampoo bars, we place emphasis on fresh ingredients like organic fruits and vegetables, fight against animal testing, and combat over-packaging by developing products that can be sold ‘naked’ to the customer without any
How is Lush eco-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%.
What does Lush mean
1 slang : intoxicating liquor : drink. 2 : a habitual heavy drinker : drunkard. lush. verb. lushed; lushing; lushes.
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.
What makes Lush unique
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.
All of their products are handmade and use natural and organic ingredients.
What technology does Lush use
Lush Lens: The app contains a Lens feature, driven by open-source Machine Learning technology and designed by Lush’s very own tech R&D team: Tech Warriors, to help customers in shopping packaging-free with ease.
How is Lush different from its competitors
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 is Lush’s mission statement
Lush mission statement is “to make their products by hand with only vegetarian ingredients and little-to-no preservatives.”
The statement boldly declared the component of the products manufactured by this company as a mark of their quality.
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.
Who is Lush’s target market
The brand target any consumer who is interested in taking care of themselves and who have an interest in the environment and the wellbeing of the animals.
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.
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.
What are Lush 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.
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.
How socially responsible is Lush
Lush has a very strong commitment to the communities and areas from which we buy our ingredients.
We feel that our ingredients should be bought in a respectful way safeguarding the environment and the social impact.
Lush supports Fair Trade and Community Trade initiatives.
Is Lush a franchise
Lush is a privately owned and operated company within North America and there are no opportunities for franchise or wholesale.
How is Lush an ethical business
Lush’s real ethical strength is in animal rights. The company only sells cruelty-free cosmetics.
Their own products are not tested on animals and they will not buy any ingredient tested on animals since June 2007.
Who owns Lush
Mark Constantine co founded Lush with five friends and creative confidants in 1995 after the collapse of previous mail order business Cosmetics To Go.
How does lush differentiate their products
What makes Lush different to other retailers and The Body Shop in particular is the in-store and online experience.
The brand identity shown through the visual elements, tone of voice, personality and customer experience create a quirky and fun positioning that is unique, approachable and fun in its messaging.
How does Lush use sensory marketing
Lush, the environmentally friendly, cruelty-free and vegan Cosmetics shop, is a successful example of Sensory Marketing.
When entering the shop, the fresh ingredients of the different products directly trigger the customer’s senses.
What does Lush do with returned containers
You return your used clean Lush pots to one of our stores (and we appreciate you for it)!
We send them to one of our recycling partners to be shredded, washed and dried.
This processed plastic is then melted down, extruded into spaghetti-like strands and chopped into pellets.
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.
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.
Who are Lush customers
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).
What channel of distribution does lush use
Lush products are only distributed through the brand’s boutiques. It is, therefore, an owner distribution network.
References
https://www.merriam-webster.com/dictionary/lush
https://elementthree.com/blog/5-reasons-why-lush-has-a-cult-brand-following/
https://www.beautypackaging.com/contents/view_breaking-news/2021-12-06/lush-explains-its-alternative-media-strategy-after-leaving-facebook/
https://www.bynder.com/en/glossary/branding-strategy/
