Sustainable Packaging Practices at Lush Fresh Handmade Cosmetics
|
|
ICMR HOME | Case Studies Collection
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
To download Sustainable Packaging Practices at Lush Fresh Handmade Cosmetics case study
(Case Code: BECG081) click on the button below, and select the case from the list of available cases:
OR
Buy With PayPal
|
Price:
For delivery in electronic format: Rs. 300;
For delivery through Shipping & Handling Charges extra: Rs. 300 +Shipping & Handling Charges extra
» » Business Ethics Case Studies »
Business Ethics Short Case Studies
» Short Case Studies
» View Detailed Pricing Info » How To Order This Case » Business Case Studies » Case Studies by Area
» Case Studies by Industry
» Case Studies by Company
Please note:
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.
Chat with us
Please leave your feedback
|
<< Previous
Packaging is Rubbish! Contd...
The hallmark of the brand was its passion for fresh and natural handmade
products. It made products from natural ingredients (including fruits and
vegetables), even ones that were rarely used in cosmetics. The colors, shapes,
sizes, and aromas of the products were such that anyone could mistake them for
an edible item. The names of the products too were unconventional. For instance,
the company had a skin conditioner called 'Buffy the Backside Slayer'and a soap
named 'Demon in the Dark'. The products were heaped on wooden tables as in an
old-fashioned delicatessen.6 The products had minimal packaging or no packaging
at all. Some products were even shaped like huge cakes and cut and priced by
weight.
|
|
The company did not market its products in the traditional manner but relied on
in-store advertising, word-of-mouth (WOM) advocacy7,
and public relations (PR). 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 by its innovative products, superior
customer service, unconventional marketing approach, and uncompromising
ethical stance.
In 2007, in addition to the 'Get Naked'campaign, the company announced
that the company would use popcorn as loose fill for packaging the
products meant to be shipped to its mail order customers. Some experts
considered this as a packaging innovation. Analysts noted that companies
were trying to move toward sustainable packaging, but it was evident
that packaging could not be done away with altogether... |
Excerpts
>>
|
|