Case study: Lush

Lush cosmetics: how to be green and fun Mara Dalmazzo

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

History of the company ,[object Object],[object Object],[object Object]

Mission and Vision ,[object Object]

Mission and Vision Human rights : fair trade and respect of local communities Animals rights : cruelty free Environment and sustainability

Mission and Vision Fresh handmade cosmetics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Product innovation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Product innovation ,[object Object],[object Object],[object Object]

Placement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

People ,[object Object],[object Object],[object Object],Superior customer service

Packaging ,[object Object],[object Object]

Packaging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promotion ,[object Object],[object Object],[object Object],[object Object],Unconventional marketing approach

Promotion ,[object Object],[object Object]

Promotion ,[object Object],[object Object],[object Object]

Consumers “ Lush has developed a loyal and evangelical customer base” : customers buy because of the brand value Customers trust the brand’s offers and promises Coherence + Commitment

Latest news about ,[object Object],[object Object],[object Object],Source: http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG160.htm

Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CULT BRAND

Case study: Lush

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Case study: Lush