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Mark Constantine: The Willy Wonka of the Beauty Industry

Mark Constantine: The Willy Wonka of the Beauty Industry
Case Code: LDEN046
Case Length: 24 Pages
Period: 2002-2006
Pub Date: 2007
Teaching Note: Available
Price: Rs.500
Organization : Lush Fresh Handmade Cosmetics
Industry :Beauty Care, Cosmetics
Countries : UK, Europe, USA
Themes: Leadership, Entrepreneurship
Mark Constantine: The Willy Wonka of the Beauty Industry
Abstract Case Intro 1 Case Intro 2 Excerpts


This case is about Mark Constantine (Constantine), the co-founder of Lush Fresh Handmade Cosmetics (Lush), a UK-based producer and marketer of ethical beauty products. Constantine started his first venture Constantine and Weir Plc. (C&W) during the 1970s. C&W went on to become a key supplier to The Body Shop (Body Shop).

When Body Shop bought out the rights to Constantine's products, he started a new venture Cosmetics to Go (CTG), a mail order catalogue of beauty products. However, CTG was a failure and went bankrupt.

In 1995, Constantine started Lush and brought in a unique approach to the marketing of beauty products. Lush did not have a traditional marketing department, and relied on innovative products, in-store advertising, word-of-mouth advocacy, and public relations to promote its products. Constantine was also one of the pioneers who championed the cause against animal testing in the cosmetics and beauty care industry.

The case highlights the challenges Constantine faced during his early years, his role in the success of The Body Shop, the failed 'Cosmetics to Go' venture, and the factors behind the success of Lush. The case also discusses the entrepreneurship qualities and management style of Constantine.


  • Understand the unique leadership and management style of Mark Constantine and his contribution to the success of Lush
  • Appreciate the sources of inspiration for an entrepreneur in the beauty care industry
  • Identify the benefits and challenges faced by a privately held company with regard to managing its business growth and sustaining its values



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, Leadership, People Management Style

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