Developing and Managing Products

Lush has made new products since the beginning, bringing a new concept to the beauty world. This would mean that they have made a new-product strategy. Their innovative product structure has deemed them as creative and different. Their product development of environmentally friendly products that are also good for the consumer has launched their company and made them world wide known. Lushes screening process went well as they were launching because their mission statement was very convincing and appealed to many customers. This test marketing for the company is what helped them become what they are now. Lushes products are considered an innovation because they took the concept of regular beauty products and created a new branch of products. The companys product category meet the needs for consumers that are looking for more eco-friendly products, and consumers that may have sensitive skin that would react to harsh chemicals that are involved in making other beauty products.

Segmenting and Targeting Markets

Lushes market segment would share the same characteristics of keeping products "green" and safe for both the buyer and the environment. Those beliefs would be considered Lushes segmentation basis.  The company's psychographic segmentation would mainly focus on lifestyle, and motives. Lushes consumers are a specific group that target themselves and the environment. Because their consumers have these beliefs, the company may be classified as also being a benefit segmentation. This target market of customers is slowly growing due to the effects of climate change, benefiting Lushes company. Because Lush partakes in more than one segmentation that would mean they use a multisegment targeting strategy. This positioning that the company does, creates a more defined sense of what the company is trying to achieve, and may bring in potential consumers. And due to Lushes distinguished views it creates product differentiation.

Marketing Communications

Promotions are a large part of Lushes marketing communications. That way they are able to remind oncoming buyers, and existing consumers on their new products. Lush is at an competitive advantage because they offer a very unique way that their products are made and what the actual products are made of. Lush has a very good communication, they offer both interpersonal communication available at any one of their in store locations; and also mass communication available online or on social media.  This would be considered promotional mix, they use all these strategies to ensure good communication, and relationships. Lush uses media in  a large way, both paid and earned media. They are sponsored by environmental groups that are trying to spread their awareness on the environment through cosmetic products. These are just a few ways that Lush gets its word out about their mission statement, and their products.

Product Concepts

Lush always has products ready for sale. They have created a stable and effective way to produce and sell their products. Convenience products are on sale at Lush, their products arent too expensive, and their products are easy to obtain both at their website, and aswell as in store. They also may be listed as specialty products because many people that may be into "green" products that are vegan may search those specific products which only needs very little search. Because all of Lushes products are similar in production and use, they have a product line. Lushes brand name is very well known giving it brand equity, and meaning to their products. One way Lush is greatly known is for their persuasive labeling, including a picture of the individual that hand crafted that specific item for sale. Lush also includes warranty, letting the consumer know how long that certain product will be good for use.