When was lush established

Targeting Lush does not define a particular target, does not want to target a special target. Cosmetics are products that are addressed to childs, men, women of all ages. However, in reality, Lush as a cosmetic brand, consumers are mostly women, especially the 18 - 35 years.

But it also offers products for men, which also sell very well. Lush has developed broad, diversified product lines to meet a broad target, with a common focus on respecting the environment, body and product quality. Even if Lush does not want to set a target. After reflection, we note that there are several stereotypes of consumers: - Customers attracted by the fun and playful side sensory marketing, funny name - Customers attracted by the fact that Lush is tendency especially on the social networks - Customers interested in the brand new and innovative products - Customers attracted by the quality of the products: made hands with natural products and fresh without chemical product - Customers attracted by the commitment against the exploitation of animals of the brand: vegetarian, vegan, not test on animals.

Lush is positioned as an ethical brand. For this, the brand renounces classic marketing strategies to be in line with its values. It is positioned against over-consumption by refusing to launch traditional advertising campaigns, and by the very nature of these fresh products, they must be brought to the drop account and use quickly so consumers can not store in tons of Lush products.

But it goes a long way with its mission to educate the consumer on these ethical issues. Lush is also positioned as a high-end brand with superior product and service quality. Its products are fresh, hand made and with the month of preservatives possible. Lush also offers superior services, thanks to a one-to-one strategy in its stores and website.

The other key to Lush that differentiates it from all these competitors in the natural cosmetics market is its fun side. While most brands play on a professional and serious side. Lush has fun on the contrary to contrast his very ethical and serious side by a fun and offbeat side that is part of the essence of the brand. Unlike its competitors who promote ethical products as natural products and therefore neutral with very little smell, Lush takes the opposite with its flashy products with powerful perfume with funny names.

Marketing mix: Lush is a very interesting brand by it takes the opposite of the majority of brands. It innovates and proposes a unique marketing mix schemes. Product Lush is based on a superior quality and innovation strategy. Core benefits The main core benefits of Lush products are their quality level, their fun side and their respect of ethnic values. Packaging The packaging of Lush is a unique in the world of cosmetics.

While the brands are relying heavily on packaging. Lush stands out again from his conspirators. Again, Lush favors its environmental values.

The other products are packaged in recycled materials. That is why Lush carefully chooses the colors and shapes of these products. All bags are made from recycled paper.

Price Lush adopted a skimming price strategy. It offers products at a price higher than the average market price. It selects customers according to their purchasing power and also their willingness to buy. The prices are justified by the quality of the ingredients used.

Pricing of each product differs the range of pricing is from 5. The average shopping basket at Lush is from 20 to 30 TTC.

The brand to follow its positioning high-end does not offer promotions on these products to the exception of the Christmas period. During this period, the brand adopts a penetration strategy to attract new customers and increase sales in this period when consumers spend the most. Place Lush is globally distributed with more than stores in 51 countries. In Portugal, there are 2 Lush shops, one in Lisbon and the other in Oeiras.

Lush has adopted an exclusive distribution strategy that is consistent with its high-end positioning and its one-to-one strategy. The products are sold exclusively in the Lush boutiques or on its website www.

Thanks to this strategy Lush has control of its image and its costs. Lush always chose strategic location of its shops. It always chooses very busy places like the very commercial streets and the shopping centers. It also takes care to position its stores in high end shopping areas next door to high end stores and jewellery shops to create a premium image associated with luxury and attracted a less price-sensitive and more sophisticated clientele.

Lush has for several years opened stores in the form of franchises all over the world. However, since , the brand has changed its strategy and now only opens its own stores managed by employees. Promotion In his communication, again Lush have an unconventional marketing approach. It does not organize traditional advertising campaigns Purchase of advertising space.

Inside on large black panels, Lush communicates its values and competitive advantages. The staff at Lush is different, friendly, welcoming, knowledgeable and really involved in his work. A close relationship with customers is created.

Part of their work is to communicate about the brand values, current event , and its products new products, composition, core benefits of products. Employees have a duty in part to educate consumers to more responsible consumption. It is a colorful newspaper containing information about the company, products, novelties, exclusives, and many other things to discover, including testimonials from our customers through their daily lives.

From a word of mouth perspective, Lush plays on his public relations and social networks. Social Media Social media have really allowed Lush to grow. Through social media Lush has become trendy, especially on instagram and on youtube. Consumers share their experiences on social networks and become communicators for the brand.

The word of mouth on social media has allowed the brand to make itself known in particular thanks to the fun and playful side of its products like the balls of baths. There are even instragram accounts run by brand fans. Indeed, every question or critic gets an answer, sometimes with a touch of humor.

To date, there are more than 1,, publications without counting the other hanstag. The Lush portugal page is followed by 4, subscribers look the number in facebook and twitter. This number is still marginal in comparison with countries like France where subscriber numbers exceeds million subscribers. Lush also organizes activities such as selfie contests.

During these campaigns, Lush puts in place memorable events in these stores. Moreover, Lush always adopts a digital campaign to inform and explain its positioning. Products are also created and their revenues are fully donated to associations that militate and fight for the cause.

These campaigns are always very creative, original, unconventional, striking. For example, Lush had the idea to have his products delivered by electric trucks. Lush has also organized campaigns for the protection of circus animals, the protection of sharks, against the use of palm oil, against the oil sands, for the abolition of foie gras, against tests on animals, etc.

These Buzz campaigns are highly publicized and relayed by the press and social networks. Naked packaging In , Lush launched a campaign across the U. Employees are being encouraged to show up to work in nothing but their aprons nas a protest against unnecessary packaging. Campaign against the test against animals To fight cosmetic tests on animals, Lush decided in to create an event campaign in the showcases of shops around the world.

A shocking campaign to sensitize passers-by. The brand staged two actors in a shop window, which reproduced live the conditions of animal testing on humans. A good and original idea, because the more shocking the campaign, the more it is memorized by the public. A communication that worked because all the passers-by stopped in front of the window to watch or take pictures. Lush propose to his passers-by to sign a petition against the animal test. The campaign was a success.

Image of the Naked Campaign in Against the Transatlantic Treaty In October , Lush launched an international campaign against the TTIP [Transatlantic Trade and Investment Partnership] agreement, which was supposed to authorize the presence on the European market of more than substances banned in Europe but authorized in the United States.

For the TTIP agreement, Lush created a shower powder and organized mini-conferences in our shops to explain this treaty. Overall, teams in shops are educated to interact with customers. Sponsoring Lush also sponsors various events and events related to its ethics based on ecology and vegetarianism Sustainable earth,Vegan Day. We want to expand our market share in Portugal.

Here are our goals. If oranges and cinnamon were the only ingredients we could afford, we would create a soap Orange and cinnamon, and then sell it as a special of the day, and the very first employee LUSH handwritten the specials of the day on a blackboard.

All our shop designers and that is used in all our shops today! In these shops, the products are exposed as food products in a grocery. Some are placed on plates, while bath balls are stacked in boxes exactly like apples, berries and oranges; Naked, fresh and ready to be picked. The black pots in which the cosmetics are packaged are called "pots of fresh cream", since the product is made fresh like cream or yoghurt, and sold in a simple and obvious package.

The soaps are sliced and sold to the weight requested by the customer and we wrap them in waxed paper, just like an attendant in a cheese shop. This inspiration is also reflected in the design of these products very often inspired by food. Trial Try full digital access and see why over 1 million readers subscribe to the FT. For 4 weeks receive unlimited Premium digital access to the FT's trusted, award-winning business news. Digital Be informed with the essential news and opinion.

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Lush has a fragrance label called Gorilla Perfume. It creates an interactive exhibition around the release of every new scent. Each scent becomes its own installation, allowing guests to truly immerse themselves in the fragrance and experience the stories that inspired them. The latest exhibition will be travelling from Berlin to Edinburgh and Milan. In , Lush launched Charity Pot. One-hundred percent of the purchase price goes into a Charity Pot Fund , which is donated to environmental, humanitarian and animal rights charities.

Where possible, Lush makes products into solid form to negate the need for packaging and preservatives. Recipients could be scientists, campaigners, lobbyists, training specialists and young researchers.

Lush marks its trademark, recyclable polypropolene black tub products with stickers of the actual creators of the product being sold. The company also offers customers an incentive to recycle used black pots — for every five empty pots returned to store, customers can claim a free Fresh Face Mask. Most products have a shelf life of approximately 14 months, depending on the particular item. In Lush stores around the world, customers can book DIY parties. The parties include games, skincare tutorials and the chance to mix and make your own products.

Lush is currently exploring the use of recycled ocean plastic in its containers in collaboration with environmental non-profit Ocean Legacy Foundation.