Innovative Marketing Strategies of Lush Fresh Handmade Cosmetics
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Case Details:
Case Code : MKTG160
Case Length : 21 Pages
Period : 2002-2006
Pub Date : 2007
Teaching Note :Not Available Organization : Lush Fresh Handmade Cosmetics
Industry : Beauty care / Cosmetics
Countries : UK, Europe, USA
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"Lush is about passion and iconoclasm: passionate for
natural products, fresh handmade cosmetics, seductive perfumes, growth and
profit - and iconoclastic about everything else."1
- Angus Jenkinson, Professor of Integrated Marketing, and
Branko Sain, Research Fellow in Integrated Marketing, Luton Business School,2
in 2003.
"We're far more challenged by our customers than we ever
are by our competitors."3
- Mark Constantine, Managing Director and Co-founder, Lush
Fresh Handmade Cosmetics, in 2005.
"Walk around its (Lush's) remarkable stores
that reject every instruction of scientific retailing and create
instead a warm, messy space that screams differentiation."4
- Mark Ritson, Associate Professor of Marketing,
Melbourne Business School,5 in
2005.
You're not Supposed to Eat it!
In 2005, Lush Fresh Handmade Cosmetics (Lush), a UK-based producer and marketer
of ethical beauty products with over 400 stores worldwide, won the number one
slot for 'fun' in the 2005 Sunday Times 100 Best Companies survey. It was
reported that its employees loved to work for the company and their enthusiasm
translated into an addictive in-store experience for customers in its stores. In
fact, every aspect of the Lush brand signified fun - the products, packaging,
promotions, etc.
Lush was established in 1995 by Mark Constantine (Constantine) along with his
wife Mo Constantine (Mo) and colleague Helen Ambrosen.
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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.
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The company also did not have a traditional marketing
department and the marketing effort was headed by Sarah McCartney.6
The hallmark of the brand was its passion for fresh and natural homemade
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. Even the names of the
product were unconventional such as 'Buffy the Backside Slayer' skin
conditioner, 'Demon in the Dark' soap, etc... |
Innovative Marketing Strategies of Lush Fresh Handmade Cosmetics
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