Innovative Marketing Strategies of Lush Fresh Handmade Cosmetics
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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MKTG160 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra
ThemesMarketing,
Product Development, Customer Service, Promotion,
Marketing Communication, Public Relations |
| Case Length |
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21 Pages |
| Period |
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2002-2006 |
| Pub Date |
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2007 |
| Teaching Note |
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Not Available |
| Organization |
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Lush Fresh
Handmade Cosmetics |
| Industry |
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Beauty care /
Cosmetics |
| Countries
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UK, Europe,
USA |
Abstract:
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This case is about the innovative marketing strategies and product development
approach adopted by Lush Fresh Handmade Cosmetics (Lush), a UK-based producer
and marketer of ethical beauty products. Lush was co-founded by Mark Constantine
(Constantine) in 1995. The company had a flat management structure with the
directors, including Constantine himself, actively involved in the operations of
the firm right from new product development to personally training the
employees. The company also did not have a traditional marketing department and
relied more on unconventional products, wacky product names, in-store
advertising, word-of-mouth advocacy, and public relations.
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Constantine was also one of the pioneers who
championed the cause against animal testing in the cosmetics and
beauty care industry. Lush had developed an evangelical customer
base, which included many celebrities. Experts felt that Lush
was a cult brand that differentiated itself from other retailers
of beauty products due to its innovative products, superior
customer service, and unconventional marketing approach.
The case also discusses the views of some analysts who felt that
the absence of a regular marketing department might prove
counterproductive for the company. With the competition in the
ethical cosmetics market expected to increase, some experts also
felt that Lush, which had thus far remained an independent,
private firm, could find it tough to stay competitive in the
long run if it did not go public.
Issues:
» Understand the innovative marketing strategies and new product development
approach adopted by Lush Fresh Handmade Cosmetics
» Identify the benefits and challenges faced by a privately held company with
regard to managing its business growth and sustaining its values.
Contents:
Keywords:
Mark Constantine, Lush Fresh Handmade Cosmetics, Cosmetics to
Go, The Body Shop, Anita Roddick, Innovation and Creativity, Values and Ethics,
Natural based ethical beauty products, People for the Ethical Treatment of
Animals, B Never Too Busy To Be Beautiful, Evaluation and Authorisation of
Chemicals Legislation, New Product Development, Entrepreneurship, Marketing
Communication Strategy, Customer Service, Word of Mouth marketing, Beauty Care
Costmetics, Public Relations
You're Not Supposed to Eat it!
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