Analyzing Social Sustainability Issues in Lush Cosmetics

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
Executive summary
The purpose of this report is to analyse a social issues detected in the lush Cosmetics Ltd. And
evaluate the same with the help of marketing strategic tools. The social sustainability issue that
will be discussed in this report includes testing of cosmetics on animals. In this report, analysis
of the mentioned social issue of the Lush Cosmetics will be performed. . The target audience of
the company belongs to the higher middle class or elite class of the society and is well educated.
Lush has strong values, for this reason its audience tends to be very specific. The company bases
all its products on organic and natural ingredients so they can be considered as environmental
sustainable and social responsible. Therefore, its target is composed by people that care about the
environment, the wildlife and their health. The report will contain background analysis of the
company, its social marketing experience, its 4P analysis, social marketing experience and
segmentation, targeting and positioning of the brand. Additionally, this report will also include a
campaign plan that will help Lush to create a more sustainable environment.

2MARKETING
Table of Contents
Summary..........................................................................................................................................3
Task 1...............................................................................................................................................4
Analysis of the background.........................................................................................................4
Social marketing environment.....................................................................................................5
4P analysis of the Lush cosmetics...............................................................................................5
Social marketing campaigns........................................................................................................8
Importance of ethical behaviour while delivering social marketing programme........................9
Task 2.............................................................................................................................................11
Segmentation and Targeting strategy of Lush cosmetics..........................................................11
Positioning of Lush cosmetics...............................................................................................12
Task 3.............................................................................................................................................14
Campaign planning....................................................................................................................14
Reference list.................................................................................................................................17

3MARKETING
Summary
In this era of modernization, it has become highly crucial for the organizations to ensure
environmental sustainability. However, when it comes to the sustainability of the cosmetic
industry, very few organizations are found to be implementing sustainable beauty practices to
demonstrate their social awareness. In this report, analysis of the mentioned social issue of the
Lush Cosmetics will be performed. Lush is a cosmetics retailer headquartered in Poole, Dorset,
United Kingdom. The company was founded by Mark Constantine, a trichologist, and Liz Weir,
a beauty therapist. The company evidenced worldwide sales of £723 million in 2016 along with
the increment of 26 percent in the revenue over the previous year1. Lush operates 105 stores
across the UK and more than 900 stores in 50 countries around the world. The company
produces creams, soaps, shampoos, shower gels, lotions, moisturizers, scrubs, masks and other
skin care and cosmetic products for the face, hair, and body using only vegetarian or vegan
recipes. One of the major competitors of the Lush Cosmetics includes of Sephora which is a
Paris, France–based multinational chain of personal care and beauty stores. The main target
audience of Lush Cosmetics is working women between 18 and 45 years old2. The target
audience of the company belongs to the higher middle class or elite class of the society and is
well educated. Lush has strong values, for this reason its audience tends to be very specific. The
company bases all its products on organic and natural ingredients so they can be considered as
1 Aronczyk, Melissa. "Market (ing) activism: Lush Cosmetics, Ethical Oil, and the self-mediation of
protest." JOMEC Journal4 (2016).
2 Rao, Sruthi P. "Conundrums in Commercial Cosmetics: Interrogating the Effectiveness of Market-Based Strategies
for Poverty Alleviation and Women’s Empowerment in Argan Oil and Shea Butter Economies." Undergraduate
Journal of Global Citizenship 2.2 (2017): 7.