Target Market for Lush Cosmetics

This article discusses the target market for Lush Cosmetics, including demographic, psychographic, geographic, and behavioral factors. It also explores the positioning of Lush in the market.

Marketing
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Table of Contents
Target Market..............................................................................................................................................2
Demographic...........................................................................................................................................2
Psychographic.........................................................................................................................................2
Geographic..............................................................................................................................................2
Behavioral...............................................................................................................................................2
Positioning...................................................................................................................................................3
References...................................................................................................................................................4

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Target Market
Demographic
The age group who tend to buy products of Lush cosmetics is people of 18 years or older.
As part of the value sets of customers the consumers have knowledge of both sustainability and
environment issues. The location of the stores and the price point are mostly in retail areas that
are high ended and to place in the goods sector that are luxurious falls a part of their marketing
strategy. The customers of Lush cosmetics tends to be normally females with varying family
size. Family life cycle consists of children, young, married or single individual, residents of
urban areas. The size of family varies. Customers of middle to high income group tend to visit
lush cosmetics. The occupation and education varies. The customers are well aware about issues
related to animal rights, sustainability and environment. More detailed understanding can be
done by customers who are more educated although information are available in spectrum (Lush
Fresh Handmade Cosmetics. 2019). High end specialty products can be purchased by highly
educated people who have high disposable income. The generation includes baby boomers and
X, Y. The ethnic origin and religion of customers are irrelevant in this case.
Psychographic
The target population are socially middle to upper class people. The lifestyle of the
customers are fighters, seekers and highfliers. The personality of people are not compulsive and
they are thoughtful about purchases. Lush is currently trying to sell their products to young,
professional women of 20-35 years of age who wish to buy eco-friendly cosmetics. They define
their customers as SEGOR (someone with Sustainable, Ethical, Green Organic or Responsible
attributes). Mothers, who are having children are the main target market for Lush as mothers
tend to be more concerned about what products are going in their body for the best interest of
their children. Moreover, it is seen that 42% of the mothers who are expecting their baby give
importance to the organic goods.
Geographic
Lush cosmetics being a global company is located in 500 locations in 38 different
countries. The market is mostly in urban areas. The retail stores are there in many metropolitan
markets and worldwide business of mail order. Climate is not a major point to be considered.

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Behavioral
Benefits sought: Lush cosmetics provides products which maintains quality, no sort of
chemical are used in their products and the products are ethical i.e. these cosmetics are not tested
on animals. The services provided are of high level and explanations are provided in stores
regarding a particular product. It is mandatory for the sales person of Lush cosmetics to give at
least five demonstrations of products when a potential customer visits the store.
Positioning
The position of Lush Cosmetics is much greater than just a soap shop. Lush is improving
its presence in global market by relaunching a website that focusses on the content and “deli-
style cosmetics”. The aim of lush is to communicate the story behind its ethical values and
products. Reports suggest that lush is doing very well and it reported an impressive sales in all
over the world. It has a statistics that most of the beauty companies would die to reach (Zainul,
Astuti, Arifin & Utami, 2016). It has a thriving e-commerce business. Lush is now in expanding
and overhauling process which focusses on in person demonstration of products and experiences
in store.
The company’s current position is no doubt effective but the risk of competition is high
as the firm is likely to minimize commitment towards resources and they tend to avoid
internationalization. The increasing risk of competition creates a barrier and discourages the
international firms to enter in the market. An opinion in favor of the firm is exporting.

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References
Lush Fresh Handmade Cosmetics. (2019). Lush.com. Retrieved 7 February 2019, from
https://www.lush.com/
Zainul, M., Astuti, E. S., Arifin, Z., & Utami, H. N. (2016). The effect of market orientation
toward organizational learn-ing, innovation, competitive advantage, and corporate
performance. Journal of Administrative Sciences and Policy Studies, 4(1), 1-19.