Lush Cosmetics: Brand Analysis, STP, and Marketing Mix Review

This presentation provides a comprehensive analysis of Lush Cosmetics' marketing strategies, focusing on brand analysis, segmentation, targeting, and positioning (STP), customer analysis, and the marketing mix. Lush, a British cosmetics company known for its natural and vegetarian products, targets environmentally conscious customers with a middle to higher income. The presentation delves into Lush's brand positioning as an ethical company, its premium pricing strategy, and its distribution channels, both online and offline. It also examines the company's promotional activities, emphasizing differential marketing strategies. The analysis concludes with recommendations for Lush to diversify its marketing methods, expand its store presence, and promote its products as gender-neutral, highlighting its men’s product line. The presentation uses references to support its findings and recommendations, offering a holistic view of Lush's marketing approach.

Lush cosmetic Company

Table of Contents
 Introduction and company overview
 Brand Analysis
 Segmentation-targeting and positioning
 Customer Analysis
 Perceptual mapping
 Marketing Mix
 Conclusion and Recommendation
 References

Introduction and Company Overview
 This presentation is aimed at evaluating current marketing strategies of Lush company and how they
have gained insights into the behaviour of their targeted customers and used that information for building
and strengthening their brand.
 Lush is a British company operating in cosmetics industry. It manufactures natural and vegetarian
cosmetics range and offers whole range of cosmetics for face, hair and body including creams, soaps,
shampoos, shower gels, lotions, moisturisers, scrubs, masks, etc.

Brand Analysis
Company Lush Retail Limited
Category/sector Cosmetics retail
Tagline Fresh handmade cosmetics
USP Organic products, minimal preservatives
Segmentation Women cosmetics
Target Market Women inclined towards vegan lifestyle
Positioning Happy people making happy soap
Competitors Johnson & Johnson, Proctor and Gamble, The Body Shop, Clinique, Origins
Lush Brand Analysis and STP in summary:

Segmentation, Targeting and Positioning
(STP) Model
 Segmentation – Geographically, demographically and psychologically
 Targeting – Lush does not specify particular target market.
 Positioning - Lush is positioned as an ethical brand

Customer Analysis
 Company targets middle to higher income customers who are environmentally aware and has
sustainability as a part of their values set
 Most of its customers are women from demographic groups like urban youth dwellers.

Perceptual Map

Marketing mix
 Product - Lush offers cosmetics range for whole body.
 Price - Company has adopted premium pricing and skimming pricing strategy to price
its products.
 Place - It offers its products in both offline and online distribution mode.
 Promotion – It uses traditional methods of promotions such as advertisements in both
online and offline mediums but keeps its focus on differential marketing strategies.

Continued…
 People - Lush products are not machine manufactured and therefore, has a labour-
intensive manufacturing staff demand.
 Process - Two most important processes within Lush are its manufacturing and marketing
processes.
 Physical evidence - Lush’s product portfolio, its stores, websites, logo, etc. are tangible
evidence of the company while its customer services, marketing tools, values, etc. are
intangible evidences that it offers as physical evidence

Conclusion and recommendations
 From the above presentation, it can be concluded that company follows several
marketing strategies like product innovation, marketing investment, customer
experience, etc.
 Based on the current marketing strategies, it is recommended to company that it should
diversify its methods of marketing and promotions
 It needs to open more stores in existing and new markets and promotes its products as
gender neutral and highlight its men’s products.

References
Books and Journal
 Aliyev, F., Urkmez, T. and Wagner, R., 2019. A comprehensive look at luxury brand
marketing research from 2000 to 2016: a bibliometric study and content
analysis. Management Review Quarterly, 69(3). pp.233-264.
 De Oliveira Santini, F. and et.al., 2018. The brand experience extended model: a
meta-analysis. Journal of Brand Management, 25(6). pp.519-535.

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