...LUSH COSMETICS EXPOSED: UNNATURALLY GOOD. 2 Abstract Lush cosmetics is a company that allegedly stands for its ethics. They represent themselves as activists for animal rights and planet Earth, and claim to use only fresh and “safe synthetic ” ingredients. Lush emphasizes its dedication to the planet and its support for animals and other humanitarian causes, often. Their ideas about what is safe, humane, and ethical, however, differ from those whose activism is altruistic rather than exploitative. An important factor discussed in Lush's success are its Lushies, as the company calls them, the consumers of Lush cosmetics, who belong to a significant subculture in society: the ignorant but eager, they want to belong, and in this desire, have kept Lush alive. Also included is a SWOT analysis of the company, an explanation as to how Lush has failed to grow from its Corporate Social Responsibility, (CSR), followed by the cosmetics industry's part in globalization and the company's contributions to sustainability. Keywords: cosmetics, ethics, safe synthetics, CSR, globalization, sustainability LUSH COSMETICS EXPOSED: UNNATURALLY GOOD. 3 Lush Cosmetics Exposed: Unnaturally Good. Lush is a funky cosmetic company geared toward college kids and aging hipsters. With their “cool” layouts, aesthetics of bright colors with black and white captions and headers written in a rebellious but playful font, cause-centered mission statements galore...
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...Does Beauty Have a Cost? The Ecological Footprint of the Cosmetics Industry Alexandra Noelle Penny Brown University 2008 Environmental Studies Senior Thesis May 8, 2008 1 Acknowledgements To Caroline Karp, my thesis advisor and primary reader, for her boundless suggestions, ideas, encouragement, and support as I attempted to creatively apply a structured environmental policy analysis to a new problem. To Catherine Goodall, Amit Sheth, and ShaSha at Environmental Packaging International for introducing me to the subject of packaging, guiding me carefully through various analytical techniques, and sparking my interest in redesigning consumerism. To Dave Murray and Joe Orchardo for their assistance running the spectrometer analyses in the Environmental Chemistry Lab as well as their vast patience and willingness to answer my many questions. To Daniela Quilliam and Bill Dundulis at the Rhode Island Department of Health for their honesty in answering my pointed questions and insights into government regulations when funding is a challenge. To my sister, Elena, for her endless patience and support, and especially for her late-night company in the Science Library Friedman Study Center. To my father, Luther, for advising me to work on my thesis early in the year, advice I listened to carefully, agreed with, but never quite followed through. To my mother, Joanne, for never doubting my ability to achieve goals that are seemingly out of reach...
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...Sanna Ispahany Ms McGuire ENG 3U1-02 16 April, 2012 Food, cosmetics and pharmaceuticals. Every person in this room uses these some of the products produced under these three major industries several times a day, every day. Many of us believe that these products are safe for use and consumption; that the monitoring agencies put in place are doing their job. I too used to think that all of the products on the market were tested and unshakeably safe. I never would have begun to imagine that the hamburger at McDonald’s, or the shampoo I used, or the medicine I took could cause more harm than good. I never realized that these corporations were more concerned with their bottom lines than society. As consumers we place a great deal of trust in the manufacturers of our products to ensure their products are safe to use or consume and as consumers, these companies are robbing us of our right to know exactly what these products are, how they’re made, and what they contain. Most people have no idea of what really happens in these industries, and how these products come to be, as well as the shockingly low standards that exist. When I say cosmetics, I’m not talking about just makeup. I’m talking about deodorant, toothpaste, skin products, shampoo, conditioner, perfume, cologne, shaving cream, and hair products. These products are grossly neglected in terms of regulation; this is CLEARLY shown through products such as the “Pure and Gentle” Johnson’s baby shampoo which contained not one...
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...Skin Care Market segmentation of Great Britain The beauty cosmetic industry is one of the largest contributor to the Great Britain economy by spending on cosmetic and skin care products. The Bionsen surveyed that the average woman in the UK will be spent £100 thousand on cosmetics during her lifetime According to the market research company called Mintel, the Great Britain’s beauty and cosmetic market enhanced a size of £16.6Bn in 2014, up from £13.8Bn by 2009 since the Global Crisis in 2008 due to the growth of wages. Furthermore, the customers have become adept at seeking out a bargain. The sizable growing UK population, consistent economic growth and higher disposable income have driven the growth of demand for various beauty product sectors. In the Great Britain, the sale of premium beauty market in spending on skincare products has been robust during 2012 to 2014 with a growth of the economy, disposable income and consciousness about beauty and health of skin, followed by hair care and cosmetic segments in the UK. The market increased on average between 5-6 percent in the last couple of years and an immense opportunity to rise to new highs in the coming years. The sale of skin care products has grown consistently from £454 million in 2012 to £501 million in 2014. We can see on the Exhibit 1, skin care sector sales have continued to support the UK economy totally £1.44Bn during the over past 3 years. Exhibit 1 Within that, sales of facial skin care for women reached...
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...1. Develop a marketing strategy for Revlon to enter the men’s cosmetics market with a complete product line. Revlon is one of the world's leading cosmetics companies engaged in producing, marketing and selling cosmetics, skin care products, fragrance and personal care products. It owns several world-famous brands (Datamonitor, 2006). Revlon’s works hard to provide beauty, excitement and innovation through quality products that are affordable to their consumers. They have developed a long standing reputation as a trendsetter in the world of cosmetics, skin care, fragrance, and personal care (Datamonitor, 2006). Consumers make purchases not only because they like a particular product, but because they are trying to find a solution to a problem. Products are designed to equip consumers with the totals they need to satisfy their problems. In the case of men’s cosmetics, Revlon would need to identify motives that would make men want to buy their products such as; career enhancement, ego booster, sense of competitiveness and attention from women. Playing on these motives would allow Revlon to reach the male market. Subtleness and convenience are some of the product attributes that researchers found to be important to male consumers in buying and experiment with cosmetics. Complete product line include convenient combo of a natural smelling three step skin care (facial soap, cleanser & moisturizer)’ shaving products, deodorants, skin cleaning and treatment products designed to hide...
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...Group 5: Nguyễn Kiên Giang Vũ Linh Giang Nguyễn Thị Quỳnh Lê Thu Trang Nguyễn Thị Hường Nguyễn Văn Hà – The leader DOVE’S MARKETING STRATEGY ON “REAL BEAUTY” CAMPAIGN I. Theoretical background of marketing. 1. Definition of marketing. There are many definitions of marketing which help us understand clearly about it. In general, marketing is all activities of company, which tend to meet the customer’s needs and suggest their needs in the market, to achieve the business targets of company. It is the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired product/service more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being. 2. Characteristics of marketing. Marketing is run in a big scale that is an uninterrupted process which has the beginning, but has not the ending. It means that marketing is started by market researching; detecting the customer’s needs, and providing the products and service which meets those needs. Marketing is the interaction between two factors of the united process. First factor is meeting the current needs of customer. Second factor is suggesting the potential needs. Marketing provides the products and service which the market needs, not provide ones which the company has. It means that are oriented strategies...
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...range of products from baby care, skin care, oral care, wound care and the women’s health care fields, nutritional and over-the-counter pharmaceutical products. These products are marketed and sold retailers and distributors to the public. Johnson & Johnson has a clear advantage over the competitors with their bran line of products like: Aveeno, Clean & Clear, Neutrogena, Tylenol, Band Aid and Johnson’s Baby line. 2013 Full-Year Sales of $71.3 Billion increased 6.1%; Full-Year EPS was $4.81 as you can see JNJ increased it’s year by 3 Billion. JNJ is one of the top and trusted brands in the retail market today. (FORBES) JNJ was in deep water a few years ago for the chemicals they had put in their JNJ Baby Wash. “The Campaign for Safe Cosmetics...
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...UNIVERZITA MATEJA BELA V BANSKEJ BYSTRICI FACULTY OF ECONOMICS MARKET ING MANAGEMENT OF BUSINESS THE BODY SHOP BRAND AUDIT Final Project Zuzana Gáliková Kristína Masaryková Course: Brand Value Management 2015/ 2016 Contents 1. ANALYSIS OF THE BODY SHOP .................................................................................................... 3 1.1 Introduction ................................................................................................................................... 3 1.2 Competitors ................................................................................................................................... 4 1.3 Market segment ............................................................................................................................. 5 1.4 Brand strategy ............................................................................................................................... 5 1.5 Positioning and brand elements .................................................................................................... 7 1.6 Marketing mix elements................................................................................................................ 9 ................................................................................................................................................................ 10 2. BRAND BUILDING ASSESSEMENT ............
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...Roddick. The Body Shop International now has over 2,900 stores across 63 markets with a range of over 1200 products. The Body Shop story is not only of an eminently successful market-oriented manufacturer and retailer of toiletries and cosmetics. Like its founder, the whole organization is committed to issues such as respect for human rights, animal and environmental protection. The organization has arranged and supported national and international campaigns on animal testing in the cosmetic industry and women’s rights. All business organizations need to make a profit to survive but the emphasis at The Body Shop is on profit with a wider social responsibility. The Body Shop Mission Statement * “Dedicate our business to the pursuit of social and environmental change. * Creatively balance the financial and human needs of our stakeholders employees, franchisees, customers, suppliers and shareholders. * Courageously ensure that our business is ecologically sustainable, meeting the needs of the present without compromising the future. * Meaningfully contribute to local, national and international communities in which we trade, by adopting a code of conduct, which ensures care, honesty, fairness and respect. * Passionately campaign for the protection of the environment, human and civil rights and against animal...
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...Entry Plan into International Market Revlon’s Entry into Sweden Chari M. Calhoun Dr. James J. Ruether International Marketing June 13, 2015 Introduction: Company history In 1932, Charles and Joseph Reveson along with a chemist named Charles Lachman, founded Revlon (Revlon 2014). The company began by making a single product which was a unique type of nail enamel. Revlon is now an international corporation with a multi-million dollar net income. Cosmetics, hair care, skin care fragrances, deodorant/anti-perspirant, and other beauty care products are Revlon’s key products. Its products are sold in approximately 150 countries and six continents (Revlon 2014). The company operates in North America, Asia Pacific, Europe, Middle East and Africa (AMEA), and Latin America. It is headquarted in New York City, New York and employed approximately 6,900 people as of December 31, 2013 (Revlon,Inc. 2014). Market penetration strategies, developing new products, utilizing market development strategies, building its strong brands, expansion by introducing new consumer preferred products, and existing franchise extensions, are all part of the alternative corporate growth strategies used by Revlon. These strategies are the key element of the organization’s success. Sweden is a country in which Revlon could capitalize from strategically entering into the market and continuing its present consistent growth. Company profile and analysis The current president and chief executive officer...
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...issues. The company is running a CSR program from within the marketing function. In 2007 they launched the ‘Choices campaign’, aiming at 18-to-24 age group. The campaign ended with the sentence: ‘A night to remember? Or one to forget? The choice is your’. With this they showed that responsibility is at the heart of all their marketing, with the aim to change the attitude towards alcohol. Ethical strengths - Raising awareness - Closeness to consumer provides something that public health agencies lack - Product safety - They have in-depth knowledge of consumers, the ability to get under their skin and understand what makes them behave in the way they do. - Organization succeeds by outperforming their competitors in providing superior value to their customers, in order to create a positive change in people’s attitudes to alcohol. - They do not mislead their customers - They try to ensure that consumers properly understand the risks involved in consuming their product - Brand names are not dominantly present in the advertisement, focus is on responsibility message Ethical weaknesses - Fitness for purpose - Creation of artificial wants - Reinforcing stereotypes - Targeting vulnerable consumers Issues in Product Policy i) To what lengths should the producers of goods and services go to make them safe for the consumer use? ii) To what extent are producers responsible for the consequence of the consumer’s use...
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...Communicating the Value Keller Graduate School of Management MKTG 522 Marketing Management June 11, 2016 Table of Contents BRAND IDENTITY 3 Brand Identity Prism 3 INTEGRATED MARKETING CAMPAIGN BRIEF 4 Why are we developing a new IMC Campaign? 4 Who is our target customer? 4 The New Targeted Customer 4 Existing Customers 4 What is our message? 5 Purchase Motivation 5 Creative Elements 5 How does our target audience currently perceive our company & product? 5 How would we like the target audience to perceive your company & product? 6 When will the message be delivered? 6 Where will the message be delivered? 6 Which media will provide the most effective communications mix? 7 Internet 7 Public Relations 7 Sales Promotion 7 How much will it cost? 7 REFERENCES 8 BRAND IDENTITY Brand Identity Prism Awareness • From casual to formal • Always comfortable Diversity • Social distinctiveness • Exclusive Inclusion • Comfortable young men • Good social standing • Nice and rich • Ideal son-in-law Intentional Imagery • Self-confident Leadership • WASP • Boston elitism • American • Luxury Skincare • I belong to my time • I am fashionable • I am the elite INTEGRATED MARKETING CAMPAIGN BRIEF Why are we developing a new IMC Campaign? Principles of supply and demand proved the time to evolve to inclusion not just for a segment of the company but to establish inclusion throughout. With a rollout of four new shades in...
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...Introduction The Body Shop is the second largest cosmetic franchise in the world and a global manufacturer as well as retailer of naturally inspired. It has 2,400 stores which are located in 61 countries all around the world. The registered name of The Body Shop is called The Body Shop International plc and it’s headquarter is placed in Littlehampton, West Sussex, England. The Body Shop is well known for its cosmetic products such as Body Butter, Peppermint Foot Lotion and Hemp which are manufactured by natural ingredients. The Body Shop instituted pioneering social responsibilities and ethical stances as their key branding strategy which emphasized on “Natural” and “Environmentally Friendly”. For example all their ingredients used to produce their products are not tested on animals; they give monetary donations to the communities and they had business partnership with developing countries, compared to its products. From the view on the history of Body Shop, Anita Roddick and her husband Gordon Roddick were enthused to company a beauty products store after seeing a store called ‘The Body Shop’ in Berkeley, California during their visit to United States in 1970. The shop sold cosmetics products ranging from shampoos, lotions, and body creams in small plastic containers. On the 27 March 1976, Anita and Gordon opened a copycat version at 22 Kensington Gardens, Brighton, England, also calling their new store “The Body Shop”. Besides, they also copied the green color scheme as well...
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...of Steve Extractor. The Tooth Fairy will offer general dentistry, and the finest cosmetic dentistry in the area, to the citizens of Hampton, Virginia. Through a combination of industry benchmarked customer service and flexibility, The Tooth Fairy will quickly gain market share. The general dentistry practice will be used to generate initial cash flow as Steve develops branding for his enhancement services. Over time, the percentage of business will shift from general maintenance to cosmetic dentistry. The cosmetic practice is desired because it services wealthier clients who are not dependent on insurance plans. The specialized cosmetics also allow Steve to make a more visible and appreciated impact on people's orthodontia. Steve will leverage the years he spent in private practice to model his new business. His past experience in conjunction with his forward looking, customer-centric business model will allow him to rapidly grow a large and loyal patient base. Profitability will be reached by month 10, and sales will reach $349,888 by the end of year two. Situation Analysis The Tooth Fairy is entering its first year of business. Steve recognizes that marketing is critical for The Tooth Fairy to gain market share and develop a large, sustainable customer base. The basic market need that Steve will serve is a flexible, customer-centric dentistry practice, providing cutting-edge cosmetic enhancements. Market Summary The Tooth Fairy possesses good information about its...
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...text you can make out is the word “PETA” in big letters across the bottom. “Just great,” you think to yourself. People for the Ethical Treatment of Animals, the animal-rights group more commonly know by the acronym PETA, raises more than $25 million a year from its 1.6 million members and supporters. PETA not only campaigns for animal rights but also funds less known animal-rights groups to engage in activism. PETA is extremely adept at organizing public campaigns and mobilizing the public to boycott companies. Its public-relations tactics include celebrity endorsements, traveling displays of animal abuse, and creative on-site demonstrations. Even large international companies like McDonald’s, Burger King, and KFC have bowed to pressure from PETA. In response to aggressive campaigns, all three have issued strict humane animal handling guidelines to suppliers of beef, pork, and chicken and enforce those standards with unannounced audits of production farms and processing plants. PETA has been known to use pretty crude tactics. In one instance, a viral ad featuring scantily clad women with cow udders instead of breasts was distributed in the UK as part of a campaign against milk drinking and production. PETA had hoped to air a television version of the ad on the ABC network in the United States during the Super Bowl, but was told the execution “falls outside boundaries of good taste.” Mimicking television shows like Girls Gone Wild, in which women are encouraged to disrobe for...
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