The Marketing Environment

Lush face masks are known best for their fresh, and natural ingredients, but also the products used are to help the environment. This makes lush engaged in environmental management. Their dedication to keeping their products safe to use, and environmentally friendly it creates a sense of compassion. This may also influence the consumers to become more aware of the environment, and motivate them to keep using lush products there for helping the world one step at a time. Lush also partakes in component lifestyles, having a different approach to cosmetics and beauty products compared to others. Not being tested on animals, and not using harsh chemicals mixed into their products.
  

Lushes demography doesnt  have a specific consumer age, race, or ethnicity that they are trying to attract. They mainly focus on the way their products are created, and attract customers that want and or need more organic products to use. Lush even provides charity products to really make a statement of care, and engagement in society.


Applied research is what Lush had used in the making of their face masks, and other products. They innovated a new strategy of pure ingredients and specified packaging to lure new customers and keep satisfying current ones. They took a risk in using more people rather than machinery to create their products, and that did not go unnoticed.

Social Media and Marketing!

Social media is for sure now a HUGE factor in companies growth or downfall. Keeping in constant contact with consumers and new customers is always an advantage. Lush has for sure shown how keeping up with trends and popular media can boost sales and ratings. Lush has their own instagram including promotions and pictures with descriptive captions to entice people to their website.

 

 Not only does the companies personal media accounts have an affect, but also blogs (much like the one you are reading right now haha). In my opinion non corporate blogs have a really large affect on any companies outcome. This is due to the fact that many people visit personal blogs, and try to find honest opinions on the products that they may or may not buy. It all comes down to consumer happiness, and how the word goes around. As long as there are happy customers, there will be more to come with the help of the internet and social media.

Strategic Planning for Competitive Advantage

Lush products has had a great company running for over 30 years, and still going strong. Strategic planning of the company and its products has helped Lush achieve world wide recognition. Lush has always been a very unique company, offering fresh, and handmade products especially their face masks (which are personally my favorite c: ). Not only that but on their products they attach a sticker form of a photo of the employee that hand crafted that product to perfection.       

     
   
 No other cosmetics company has incorporated such dedication to keeping their products safe, and made from only organic and natural ingredients. Lush uses product development strategies to increase sales, and catch the eye of new customers. There are many competitive companies in the cosmetics dept., and Lush has created a new and innovative way to recreate such accessible products. They include every single ingredient that was used in making the products available on the packaging, and even hold vegan products in stock. Core innovation  is how Lush has made its products so popular. Staying in the line of cosmetics can be a challenge, but by changing up the way the products are made, and creating a more personalized relationship with the customers using their creative packaging methods have maintained their success. Lush now has a sustainable competitive advantage, and has all copy rights to their specific product creation. Being so different from other cosmetic companies, Lush has a genuine feel, and can attract new customers all over the world seeking a change.

Lush product history :

In the early 80s, Constantine read about Anita Roddick, who had just started The Body Shop. He called her and offered some of his products. She initially placed an order for £1,200 to start with, and from there Constantine and Weir developed products for The Body Shop and became the company's largest supplier for over a decade. It was at this point The Body Shop decided to buy their product formulas.

The Body Shop's purchase of their product formulas forbade Mark and Liz from opening another retail shop for five years, so they set up a mail order cosmetics company called Cosmetics-To-Go. It was a successful although complicated venture that ended up burning out. The company went into administration and sold to someone from Poole, who took the product formulas and the Cosmetics-To-Go name.

Mark and Liz, along with Mo Constantine, Helen Ambrosen, Rowena Bird and Paul Greaves from Cosmetics-To-Go, spent what money they had left on fresh fruits and vegetables at the market. In a shop in Poole, they hand made products upstairs that were being sold downstairs. They had previously been paying another company to come up with the fragrances for their products, but found out the perfumes weren't always pure, so Mark decided he would create the perfumes himself. A competition was launched for customers to give the company a new name. One customer suggested LUSH, which is defined as being fresh, green, and verdant.

Mark Constantine started mixing potions in his kitchen for Anita and Gordon Roddick and became a supplier of The Body Shop in the 1970s. Mark Constantine, a herbal trichologist, and Elizabeth Weir, had an interest in beauty therapy and thus, formed a company named Constantine & Weir. They developed a number of recipes for bath and beauty products and were a major supplier to The Body Shop, until Roddick was consulted to take more products in house. The Body Shop then paid £11 million for the rights of Constantine & Weir's recipes.

In December 2010, Mark and Mo Constantine were awarded the OBE in the New Year's Honours list, for services to the beauty industry.

*Lush products are 100% vegetarian, and often contain fruits and vegetables such as grapefruit juice, vanilla beans, avocado butter, rosemary oil, fresh papaya and coconut. However, some products contain lanolin, milk, eggs, honey, and beeswax. Parabens are used to preserve a number of the products.

A Lush Life (mission statement)

WE BELIEVE…

We believe in making effective products from fresh, organic* fruit and vegetables, the finest essential oils and safe synthetics.

We invent our own products and fragrances. We make them fresh by hand using little or no preservative or packaging, using only vegetarian ingredients, and tell you when they were made.

We believe in buying ingredients only from companies that do not commission tests on animals and in testing our products on humans.

We believe in happy people making happy soap, putting our faces on our products and making our mums proud.

We believe in long candlelit baths, sharing showers, massage, filling the world with perfume and in the right to make mistakes, lose everything and start again.

We believe our products are good value, that we should make a profit and that the customer is always right.