LUSH

Branding Task 2

LUSH; a cosmetics and toiletries company that focuses on fresh and handmade products such as soaps, gels, fresh facepacks and creams. It uses organic and natural ingredients wherever possible and minimises the use of artificial minerals. Lush is an independent retailer with 379 stores worldwide.


BRAND STRATEGY:
Organisational structure: Lush follows a 'flat' management structure and does not have a traditional marketing department. The company directors are responsible for training the employees.

Positioning/ Target market: It's positioned at a mid-market level where consumers do not hesitate in spending a little more on organic products. Such brands attract a wide range of consumers mostly females between the ages of 18-35.

Strategy: Through their stores and online shops, Lush has gained a reputation it can sustain. Since they have no marketing department, they do not advertise on a big scale. They self-promote their brand through the products and services offered. They endure seasonal promotion; at christmans they target gift buyers through creating an attractive, useful and complete gift package at a reasonable price. Lush also publishes 15 page mini-magazine which they keep instores throughout the year featuring their most sought after and latest products.


BRAND PROPOSITION:

Product offering
(Bath):Bath ballistics, soaps and bubble bars.
(Shower): Smoothie shower soaps, shower jelly, butter creams, gels and emotibombs.
(Haircare): Scalp and hair treatement, shampoos. conditioners and henna.
(Skincare): Face creams, facepacks, toners, balms, hand and body lotions, butter and essential oils.
(Fragrances): Handmade perfumes and body sprays such as Go Green and Karma.
(Gifts): Reasonable yet fun and innovative gift boxes.

The service of staff is always freindly and helpful. They educate customers and help them in picking products that would suit their particular skin type. There is a realness in the way they handle their client base.

The shop itself looks colourful and fun. The aroma inside the store is appealing and fresh but the aroma outside the store is what makes a customer enter. The fragrance is very inviting and any one would know if Lush is around the corner. People associate this aroma with the brand and its natural and organic cosmetics and toiletries.



BRAND EXPRESSION/COMMUNICATION:

Lush stands for natural ingredients in their products such as fruits, vegetables and salts and the names and faces of the product's manufacturers are always attached to it. This sort of a labelling system helps in familiarising the customers and engaging them with the brand on a personal level.

Although it has a small business attitude, it has made a distinctive presence in the market. It also garauntees that their company do not test on animals. In a way it tries to communicate the essence of real minerals and salts and the benefits that come from using such cosmetics.

The staff in-stores wear minimal makeup, sober clothes and an apron. Unlike many other cosmetic brands that have their employees wearing heavy makeup, Lush focuses on simplicity and freshness. It expresses the importance of being yourself and taking care of your face/body by using organic fruits and vegetables. It encourages customers to not hide behind makeup but to reveal their natural beauty.




RECOMMENDATIONS:
Customers throughout the world are now becoming highly aware of using fresh and natural cosmetics and toiletries. Although it's competition is mainly The Body Shop and other Indian Herbal and Ayurvedic products, Lush needs to create a physical awareness of it's brand in the market to increase its customer base.

• It publishes mini-magazines and keeps them in-stores to provide information, Lush can also start distributing it at exciting and young venues like cinemas, bars and cafes. This will reach an audience that is not aware of its product offerings and will attract potential customers.

• Since it stands for naural ingredients in its products, and aviods chemical induced cosmetics, it should tie up with "GREEN" events such as Earth day. In recent times, people appreciate healthy and natural products and associate it with the world they live in. Lush can organise a one day event every season to promote itself in the sense of truly being natural.

• The brand can also hold a 'Trunk Show' in-store, whereby they can invite customers to educate them further about the importance of using organic cosmetics. The employees can have an informal meet-and-greet session with its customer base. This will help Lush to gain relationship marketing. At the end of the show, gift bags containing new product samples can be given.

• Since Lush is an independent retailer, it can expand into departmental stores such as selfridges and debenhams to create awareness of its physical presence.