Sustainable Packaging Practices at Lush Fresh Handmade Cosmetics
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Case Details:
Case Code : BECG081
Case Length : 18 Pages
Period : 1995-2007
Pub Date : 2008
Teaching Note : Available
Organization : Lush Fresh Handmade Cosmetics
Industry : Beauty Care / Cosmetics / Retail
Countries : Europe, USA
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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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Excerpts Contd...
Not Only Sustainable, But Fun
Too
Lush had grown to enjoy a cult brand status. According to Mark Ritson (Ritson),
Associate Professor of Marketing, Melbourne Business School , every aspect of
Lush's operation exuded brilliance and the brand was moving toward an “iconic
power brand” status.
Lush had developed a loyal and evangelical customer base. It was not uncommon
for its customers to pool their resources to purchase Lush products in bulk and
arrange a get-together when the products were delivered. Lush was very close to
its customers and listened to them seriously...
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Is Packaging Needed After All?
Lush's campaign against packaging started a debate regarding the need for
excessive packaging. The company also released results of its survey which
found that 98 percent of the people thought that the industry needed to
reduce packaging and 44 percent said that they would opt for a particular
brand because it used less packaging than its competitors...
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Outlook
Experts felt that Lush had effectively differentiated itself from its
competitors through its strong ethical stance, products and packaging,
and the way in which it conducted its business. Trend consultant Andrea
Praet, of Promostyl Americas, felt that Lush's lack of packaging was a
huge selling point. This, coupled with its strong ethical stance, would
stand it in good stead in the future. “If anything they'll continue to
become even more popular. Being green isn't a trend. It's a movement…
The product definitely matters but people are becoming very interested
in the ethics of the companies,” she said... |
Exhibits
Exhibit I: Lush's Mission Statement
Exhibit II: Lush's Ethical Practices
Exhibit III: Some Products of Lush
Exhibit IV: Products Arranged Deli-Style in Lush Stores
Exhibit V: Lush's Popcorn Packaging
Exhibit VI: Screenshots of Lush's Homepages in some Countries during the
Campaign
Exhibit VII: A Brief Note on the Packaging (Essential Requirements) Regulations
2003
Exhibit VIII: Lush's Celebrity Fan Following*
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