Mark Constantine: The Willy Wonka of the Beauty Industry

            
 
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Case Details:

Case Code : LDEN046
Case Length : 24 Pages
Period : 2002-2006
Pub Date : 2007
Teaching Note : Available
Organization : Lush Fresh Handmade Cosmetics
Industry : Beauty care / Cosmetics
Countries : UK, Europe, USA

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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.



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Excerpts Contd...

Failed Bid to Buy Body Shop

In the late 1990s, while Lush was going from strength to strength, Body Shop was faced with many problems. Body Shop's problems had surfaced in the early 1990s itself. Many "me too" retailers had emerged who ran their businesses on the green environmental plank. The Boots Group Plc (now Alliance Boots ) launched the Botanics and Natural Collection range that directly competed with Body Shop...

B Never too Busy to be Beautiful

Buoyed by the success of Lush, Constantine launched a sister company called B Never Too Busy To Be Beautiful (Be Never). Analysts termed it as a "super girlie" store and the company reinforced this positioning with tagline such as "Santa's wife shops here!" as opposed to the tagline "Santa shops here" for Lush (Refer to Exhibit V for a logo of B Never Too Busy To Be Beautiful, and Exhibit VI for pictures of a B Never store).

As of December 2006, it had only three stores. This chain of stores focused on makeup and fragrances and the products sold were more expensive than those sold at Lush...

Leadership and Entrepreneurship Case Studies | Case Study in Management, Operations, Strategies, Leadership and Entrepreneurship, Case Studies

Constantine's Entrepreneurial Genius

Pioneer of 'Against Animal Testing' Slant in Marketing of Cosmetics

Constantine was widely regarded as the pioneer in marketing cruelty-free cosmetics. He was credited with bringing the 'Against Animal Testing' slant into the marketing of cosmetics and was responsible for the original 'Against Animal Testing' campaign in 1985, which the Body Shop had been espousing ever since. He was instrumental in the UK government's decision in 1998 to ban animal testing for cosmetic products and ingredients...

The Future as He Sees it

As of end 2006, Lush had more than 400 stores in around 29 countries across the world. (Refer to Exhibit VIII for the countries where Lush stores are located). It had 63 million in annual sales revenues and a staff strength of over 1,500 employees.

Already two of Constantine's sons, Simon and Jack, had joined Lush. Though Constantine had originally intended this stint at Lush to be a launching pad for their separate careers, they stayed back. As of end 2006, Constantine's daughter Claire had yet to make up her mind regarding joining the business...

Exhibits

Exhibit I: A Photograph of Mark Constantine
Exhibit II: The Logo of Lush
Exhibit III: Some Products of Lush: Fit to Eat?
Exhibit IV: Views from inside Lush Stores: Welcome to the "Beauty Deli"
Exhibit V: B Never Too Busy To Be Beautiful Logo
Exhibit VI: Views from B Never Too Busy To Be Beautiful Store
Exhibit VII: Screenshot of Bnevertoobusytobebeautiful.com
Exhibit VIII: Countries where Lush Stores are Located


 

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