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.