Analysis of Lush Cosmetics' Marketing Strategies and Practices

This report provides an analysis of Lush Cosmetics' marketing management, examining its strategies and practices within the cosmetic industry. The report begins with an overview of Lush, its product offerings, and its brand personality, emphasizing its commitment to natural ingredients, ethical sourcing, and unique selling points. It explores Lush's multi-channel approach, innovative product development, and focus on consumer behavior, particularly among women. The report then evaluates Lush's marketing strategies, including its emphasis on reasonable prices, store locations, and the use of color codes. It also discusses the competitive landscape, highlighting key competitors like The Body Shop and Aubrey Organics. Recommendations are provided, such as the importance of understanding consumer behavior, expanding product lines to include men's cosmetics, minimizing toxic components, and implementing sustainable practices. The analysis concludes with a summary of Lush's significant role in the cosmetics market and the importance of maintaining a unique brand personality through innovative products and customer-centric strategies.

Running head: Marketing management
Marketing management

Marketing management
Answer 1:
Lush Ltd. is a cosmetic company which was founded on 12 November 1995. The lush
organization was developed by the Mark and Mo Constantine. It provides a variety of products in
bath and body care, skin care and off beats gift ideas. All the products are homemade and it uses
natural and ordinary elements. The selling prices of lush products are very reasonable. Lush
stores are located in the major area and it is very specific about their areas and location. The
team of the lush use segment market to attract the customers. It gives ads and advertisement to
increase the sale of the products and create a top image in the market (Tripathi, 2013). Lush uses
the multi channel plans and policies and it does not have a customary marketing department. It
also sells its products online and lush uses color codes to differentiate between natural products
and ordinary products. The lush team is very creative and innovative, therefore, the team
develops new ideas and thoughts to create new products. The company is very open minded and
passionate about the new products and services. When the lush company launches a new product
in the market, it tries to sell this product in the first 24 hours. It shows the brand personality like
sincerity, excitement, sophistication, competence and honesty (De Chernatony, 2010).
Lush produces various products such as shampoo, soaps, creams, shower gels, scrubs,
moisturizers, lotions, masks and other cosmetics for the body, face, and hair. Its products are
100% vegetarian and lush includes vegetables, fruits, vanilla beans, rosemary oil, coconut and
fresh papaya. Lush does not purchase products from those companies who charge a high
commission for the animal testing. They test their products on human helpers before selling the
products in the market. Therefore, its products are made in the factories across the world
including Canada, Poole, Dorset, Germany, Toronto, and Dusseldorf. Women and girls prefer the
cosmetics and beauty products of lush. Thus, Lush is providing excellent cosmetics and beauty
products to consumers. Now it can be said that lush has been able to be successful in catering to
consumer’s personalities (Busatlija, Land & Mathieu, 2014).
Answer 2:
“We believe our products are good value, that we should make a profit and that the
customer is always right” this statement is true. Lush brand believes in good values of the
products. The innovative products of Lush include dusting powders, bath ballistics, massage
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Marketing management
bars, solid body tints, shower jellies and solid perfumes. Customers can touch the products of
lush and they can buy the products at reasonable prices. The company operates and manages
more than 900 stores in 50 countries globally. There are various competitors of a lush company
like the body shop, Weleda, and Organics cosmetic (Di, Y. & Arbajian, 2014). All the
competitors affect the business of the company adversely. The company uses the external
branding strategy to build equity among its consumers in the market. The main target audience of
the company is women and the company is mainly working for women and girls. However, lush
competitors such as Aubrey organics and the body shop which maintain broader target market
and they also focus on the male consumers as well as females. Thus, lush should focus on the
male consumer segment also to expand its business in the market. It is also popular for its unique
and effective packaging which affect the behavior of consumers (Sahota, 2014).
The several marketing mix strategies are used by the company to attract the customers in the
market. Now a day’s the company is increasing its business day by day. It focuses on the
consumer’s requirements, choices and behavior (Taylor, 2012). Recommendations have been
given to lush through which the team of a lush company can improve the customer's experience
and it can provide the better cosmetics and beauty products to its women’s customers. They are
discussed below:
 First, the company should understand and focus on the consumer’s behaviors,
requirements, and expectations to increase the sale of the products. Therefore, it should
make decisions quickly and provide fast services to its target audience. Lush should
identify and evaluates the different types of customers and their requirements.
 The company should go the extra mile for the customers and it should take the feedback
from the customers related to the products and services of the company.
 The company should maintain loyalty, honesty, and coordination with customers. In this
way, the company can achieve the organization goals and objectives. Lush is a major
player in the cosmetic industries so it should maintain the sustainability in the market
(Wang, 2014).
 It should minimize and reduce the toxic components and replace them whenever possible.
 Lush should also produce the products for men so the company can increase its profit and
revenue.
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Marketing management
 It should make the sustainable and effective innovative strategies to attract more
customers in the market and it should also improve the tailored and cosmetics products.
Now it is concluded that Lush plays a significant role in the cosmetics and beauty products so the
company should maintain unique brand personality in the market by producing the innovative
products in the market (Sahota, 2014).
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Marketing management
References
Busatlija, E., Land, M.B. and Mathieu, A.N., 2014. How could cosmetic companies use social
media in times of crisis?
De Chernatony, L., 2010. From brand vision to brand evaluation: The strategic process of
growing and strengthening brands. Routledge.
Di, Y. and Arbajian, P., 2014. Understanding alternative choices of handmade cosmetics in the
postmodern consumer society.
Sahota, A. ed., 2014. Sustainability: how the cosmetics industry is greening up. John Wiley &
Sons.
Sahota, A. ed., 2014. Sustainability: how the cosmetics industry is greening up. John Wiley &
Sons.
Taylor, S., 2012. The Role of Visuals in Defining Fashion Lifestyle Brand Identity.
Tripathi, S., 2013. Cosmetic product marketing in India vs. the United States. San Jose State
University.
Wang, J., 2014. Saving latex gloves from landfills: evaluating sustainable methods of waste
disposal such as recycling, composting, and upcycling.
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