...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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...Introduction LUSH Retail Ltd. is a cosmetics retailer headquartered in Poole, United Kingdom. Founded in 1995 by Mark Constantine, a herbal trichologist and his wife, Liz Weir. Constantine and Weir both have backgrounds in the hair and beauty industry. Unhappy with the market, they decided to branch out and start their own business based on natural hair and beauty products.The couple started off developing formulas and products for The Body Shop in the 1970s. This forbade the Constantine and Weir from opening a retail shop for 5 years. So the couple decided to set up a mail order company called Cosmetics-To-Go. Is was successful but eventually was sold to a Poole local who then took the formulas and namesake. Being near to a farmers market, Constantine began to develop products for a shop in Poole, they were made upstairs and sold downstairs. On a trip to England, Canadians Mark and Karen Wolverton came across the fragrant, colorful shop that is LUSH and immediately knew they wanted to bring it to North America. In 1996 the first international LUSH was opened in Vancouver, with a cosmetic kitchen (factory) nearby. In 2003 the first American store opened in San Francisco. We now have over 210 shops in North America, all supplied by the two cosmetic kitchens in Canada. 650 stores and many factories later in over 40 countries. II. Operations and Supply Chain Strategies Business elements that define a business include structural and infrastructural elements. Structural elements...
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... Introduction 3 Cosmetics and the Environment 3 Lush Fresh Handmade Cosmetics 3 Image 1: Lush’s environmental values 4 Target Audience 4 Table 1: Target segments through lifestyle and attitudinal perspectives 5 Positioning 5 Image 2: Perceptual map, positioning UK skin care brands 5 Competitor Analysis 6 Table 2: Competitor analysis – The Body Shop vs. Lush 7 Communication Objectives 7 Communication Strategies 7 Creative Plan Objectives 9 Implementation 9 Image 3: Superhero logos 10 Social Media 10 Viral Video 10 Image 4: A scene from the “Save the Planet” viral video 11 Post a Picture 12 Facebook Like for Free Sample 12 Online Competition 12 In-store and Loyalty Programs 12 Refill Rewards 12 VIP Points Program 12 Public Relations Activity 13 Flash/Lush Mob 13 Image 5: Example of the Lush Mob – bubble bath in a public fountain 13 Our Recommendations 14 Appendix 17 Target Audience Persona 17 Introduction This paper explores the growing demands by consumers for environmentally conscious practices as well as natural products from the cosmetic industry. Identified as leaders and competitors in this market in Australia, Lush Fresh Handmade Cosmetics (“Lush”) and The Body Shop are discussed. Their offerings and marketing communications are assessed, with an emphasis on analysis and further recommendations for Lush. Detailed communications objectives, strategies, and campaigns are highlighted. Cosmetics and the Environment ...
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...Lush “Happy people making happy soap” EXECUTIVE SUMMARY Lush Marketing Plan Page 1 I. Situation Analysis Lush Products and Services: Creators of Lush have been working together to craft their handmade cosmetics since the 1970’s, but not under the name Lush. Luckily in 1994 the company was able to recreate itself and reopened its doors as Lush Inc. Their headquarters are in Poole, England where they really changed the bathing world by introducing the public to new bath products such as Bath Bombs, Shampoo Bars and Massage Bars. Lush offers organic hair care, shower care, skin care and body fragrances. 1 The company was an instant success in England and now they have over 600 stores in 43 different countries. Lush believes in “happy people making happy soap.” Industry Analysis: Lush Inc. is a privately held company based in Poole, England. The company manufactures and has a market of personal health care products and gifts. There is no industry yet for organic cosmetics, which Lush ultimately falls into, however, Lush advertises itself as a cosmetic company. Thus Lush falls into the industry of cosmetic, perfume, or beauty supply stores that primarily engage in retailing cosmetics, perfumes, toiletries, and personal grooming products. 2 In 2002, there were 10,786 cosmetic, beauty supplies and perfume stores in the United States.3 Also in 2002, the cosmetic industry 1 Marketline, “Lush Limited,” Marketline, http://0www.marketlineinfo.com...
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...a well-positioned brand gains the upper hands, companies try to differentiate itself and make customers acknowledge its benefits and feel emotionally involved. In this context, we think that the Body Shop has well constructed its brand identity. While competition has been deepening in cosmetic industry and most cosmetic brands are still implicitly conducting animal-testing, the Body Shop has sincerely kept its mission of ethical management and attracted customers. Second, we found that we are all interested in cosmetic brands because we ourselves are consumers of cosmetic companies and purchase their products regularly. Based on these conditions, our group chose 'The Body Shop', which has successfully established its originality with its unique characteristics. 1.2. The Body Shop and Its Missions Driven by the desire to nourish her two daughters with natural products, Anita Roddick established The Body Shop in 1976 in Brighton, England. Since then, the company has expanded its global market share (approximately 2000 outlets in 50 countries). Under its mission statement of "We always keep people, animals and the planet in mind", the company has differentiated itself from the other cosmetic brands by adopting moral values and ideas of ethical management. Selected as the second faithful brand by Consumers Association in England in 1998, The Body Shop has kept its...
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...Brand extension: the body shop(interesting name, everybody have a body)Emphasis on communication(Think about global customers) Why would the brand extend Beauty with heart What the brand stand for (Armani has got hotel) SWOT Competitors Skin care, body care, Consumer Threats Be more precise Specific what is about Origin things Ethical economics Cosmetics or body care Skincare is something else Forecast tight the belt Value for money Why choose the body shop- How should they position it strongly Market growth Consumer taste, trends Implications of their strengths Summary of every swot How far could you stretch your brand The body shop competitors: Lush/L’occitane/Sephora/Kiehl’s/ Alliance Boots/ Olay/ Nivea Product line: – Bath and body care – Skin care – Fragrances – Make up – Men line Category: Cosmetics Slogan: Nature’s way to beautiful SWOT: S: - Wide range of beauty products: 8 Categories of beauty products with more than 1200 products - Huge franchisee network: Over 2,500 franchised stores in more than 60 countries - Re-designed store layout, not only ambience creates customer attraction, but also story selling to enhance emotional connection. - A high brand value and is viewed as a socially responsible company because of its engagement in many philanthropic activities - Good supplier network. Sources raw materials through Community trade fairs. W: - There is very little advertising of its...
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...International cannot be held responsible for omissions or errors. Figures in tables and analyses are calculated from unrounded data and may not sum. Analyses found in the briefings may not totally reflect the companies’ opinions, reader discretion is advised. Beauty and Personal Care Baby and ChildSpecific Products Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Skin Care L'Oréal has performed well thanks to a segmented portfolio lending it the flexibility to address diverse consumer groups across the world. However, competitive intensity is increasing, which L'Oréal needs to heed to retain its market position in the long run. Sun Care Set/Kits Premium Cosmetics Mass Cosmetics © Euromonitor International BEAUTY AND PERSONAL CARE: L'ORÉAL GROUPE PASSPORT 2 STRATEGIC EVALUATION COMPETITIVE POSITIONING MARKET ASSESSMENT GEOGRAPHIC AND CATEGORY OPPORTUNITIES BRAND STRATEGY OPERATIONS RECOMMENDATIONS STRATEGIC EVALUATION Key company facts L'Oréal Groupe Headquarters: Regional involvement: France Global Skin care, colour cosmetics, Category involvement: hair care, fragrances, men’s grooming, sun care World BPC share 2011: 9.7% World BPC value 4.8% growth 2011:...
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...International cannot be held responsible for omissions or errors. Figures in tables and analyses are calculated from unrounded data and may not sum. Analyses found in the briefings may not totally reflect the companies’ opinions, reader discretion is advised. Beauty and Personal Care Baby and ChildSpecific Products Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Skin Care L'Oréal has performed well thanks to a segmented portfolio lending it the flexibility to address diverse consumer groups across the world. However, competitive intensity is increasing, which L'Oréal needs to heed to retain its market position in the long run. Sun Care Set/Kits Premium Cosmetics Mass Cosmetics © Euromonitor International BEAUTY AND PERSONAL CARE: L'ORÉAL GROUPE PASSPORT 2 STRATEGIC EVALUATION COMPETITIVE POSITIONING MARKET ASSESSMENT GEOGRAPHIC AND CATEGORY OPPORTUNITIES BRAND STRATEGY OPERATIONS RECOMMENDATIONS STRATEGIC EVALUATION Key company facts L'Oréal Groupe Headquarters: Regional involvement: France Global Skin care, colour cosmetics, Category involvement: hair care, fragrances, men’s grooming, sun care World BPC share 2011: 9.7% World BPC value 4.8% growth 2011: ...
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...and people go to any measure to make ourselves more readily acceptable to others. For everyone, one of the easiest ways to improve confidence and self-image is the use of cosmetics. Cosmetics are products you apply to the body to clean it, make it more attractive, or change the way it looks. A powder, lotion, lipstick, rouge, or other preparation of beautifying the face, skin, hair, nails, and other parts of the body. Cosmetics products are today part of our regular culture and fashion, but that was not always the case. The first human made cosmetics appeared in early modern civilizations some six thousand years ago as the way to enhance the appearance and odor of the human body. In the ancient Egyptian time they use to create the world’s first cosmetics to the scientifically advanced products of today that can do everything from hide pores, smooth complexions, and turn pale green of your eyes a vivid shade of emerald. Make up has been an integral part of human kind for thousands of years. Over the centuries, women used burnt matches to darken their eyes, berries to stain their lips and young boy’s urine to fade their freckles. They even swallowed ox blood in some misguided attempt to improve their complexions. Women throughout history put their health at risk with many of their homemade cosmetics. In some cultures, for example, women used arsenic, lead, mercury, and even leeches to give themselves the pale appearance deemed beautiful in the old days. Thankfully, people...
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...customers really need because this is the most important key to success. Oriflame offers natural cosmetic products which helps them to build the main core competence of the company. 2. Price Why is Price so important? Price is the only element of mix that generates turnover and profits and this is the first choice criteria for consumers (especially in times of economic crisis). The price allows consumers to compare and make decisions, it directly influences demand (price elasticity) and gives an indication of the product’s positioning and quality. Other influences which affect consumer demand is psychological price -> fix your price according to two points: the pricing floor (too cheap) and the pricing ceiling (too expensive). We can say that Oriflame keeping its prices between this two levels. This fact is an advantage for them because people can afford the products and choose them instead of more expensive brands, considering that in cosmetics industry are a lot of competitors. 3. Place The positioning of a product or a brand, it’s making the great choice to put forward the product, to show the best aspects of it regarding competitors. The offer must be attractive and different to the consumer spirit. When a brand is less similar than another, the consumer will more remember of it. Oriflame’s products are not so different from Avon’s products or from another cosmetics company. The only aspect that make them special is providing of natural products. A...
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...premise: that every woman can be beautiful. Principles: We are dedicated to working together with uncompromising ethics and integrity. We encourage our people to create, to innovate, to be entrepreneurs and to strive for the best, always. To ensure the long-term success of our Company, we integrate the “High-Touch” aspect of our business –our best quality– into all our day-to-day business activities. Our workplace culture fosters a unique spirit of teamwork, innovation, passion and a shared mission of "Bringing the Best to Everyone We Touch and Being the Best in Everything We Do." We clearly post the following commitments in our offices throughout the world for our employees to live and work by: • Provide customers with innovative cosmetic products of the highest quality. • Deliver outstanding service by treating each individual as we ourselves would like to be treated. • Create an environment that fosters personal growth and well-being. • Build partnerships with our suppliers, retailers and colleagues based on fairness and trust. • Enhance our reputation of image, style and prestige. • Pursue profit, but never at the expense of quality, service or reputation. • Eliminate waste and reduce inefficiencies in order to provide maximum value to our customers. • Be responsible citizens in...
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...AVON -STUDY CASE- Analiza contextului global al afacerilor prin prisma factorilor de impact asupra industriei cosmeticelor The cosmetic industry is one of which products tend to be countercyclical. Demand for such products normally remains constant and unaffected by economic distress. The color cosmetics are predicted to see a slowdown in volume demand. A growing trend in the cosmetic industry is the introduction of ‘green’ products. More than one in seven (16%) of global beauty products launched in 2008 were certified organic, ethical or natural. There are concerns that the global economic climate will stifle new product development, innovation and sustainability programs in 2009. An economic slowdown usually curbs companies from investing in research and development and it is that research that has brought forth a wealth of green cosmetics. For example, retailers such as Wal-Mart are increasingly requiring more ecofriendly supply chain. There are forecasts that consumers are unlikely to give up their commitments to organic products just to save a few pennies. 68% of consumers will remain loyal to a company that has a social and environmental commitment. Many consumers are now ‘voting with dollars’ for organic products and supporting brands that support values similar to their own. Economic factors mainly affect the purchasing power of customers. The more customer demand for the product the more profit to the organization, at the same time if there is no customers demand...
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...CHAPTER 1 Introduction In our today’s time, money increases its importance to every individual. Each one of us has different lifestyle, lifestyle that will dictate our need for money. Money is the main source of all our basic needs, without these it would be hard for each individual to compete with the world’s growing aspiration. Filipinos are known to be resourceful in terms of building a business. They are usually after its profitability and its ability to satisfy the needs and wants of the customers. Business is defined as an activity which involves exchange of goods or services for the benefit of both the owner and the customer. In our own perspective, we think of a business that will establish a new trend of Beauty Salon. A Beauty Salon combined with a massage spa open for 24 hours. The beauty salon is where a woman goes to have their hair and nails done. Through this study, we want to change every woman’s concept about beauty salon. Our beauty salon is not merely about transformation, we can also offer new relaxing services. Beauty and make up are like the wheels of a cart or the two sides of a coin. Women are naturally beautiful in themselves, but a little make-up does help a lot in removing the stress mark. Speaking of stress mark, we decided to improve the ways on how we remove our customers’ strains through offering different massage services. Every woman and man wants to be presentable regardless of their age, so the beauty salon is the place to go. Beauty salon...
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...BEAUTY SALON Business Plan BEAUTY SALON Business Plan Contents 1.0 Executive Summary 2 1.1 Objectives 3 1.2 Keys to Success 4 2.0 Company Summary 4 2.1 Start-up Summary 5 2.2 Target Customers 6 2.3 Management 6 3.0 Services 7 4.0 Industry Analysis Summary 7 5.0 Market Analysis 9 6.0 Strategy and Implementation 9 6.1 Competitive Edge 10 6.2 Marketing 11 6.3 Promotional Strategy 12 7.0 Financials 13 7.1 Sales Forecast 13 7.2 Personnel Plan 14 7.3 Start-up Funding 14 7.4 Profit & Net Worth 16 7.5 Projected Profit and Loss 17 7.6 Projected Cash Flow 18 7.7 Projected Balance Sheet 19 1.0 Executive Summary ________ will be a full-service beauty salon. The business is being developed to consistently provide high customer satisfaction through unparalleled service, quality products, and furnishing a friendly atmosphere at a reasonable price/value relationship. We will also maintain a positive, fair, and creative work environment, which respects diversity, ideas, and hard work. The business founder believes that hair should not only compliment one’s lifestyle, but stand out as a main focal point of an individual’s personal style. The ambitions of the founder to one day start her own salon, and the procurement of all the elements necessary to support a salon, has made this business one of great potential. The company's founder, ________________ has been in the beauty industry for the...
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...their cosmetics shopping behavior? Answer: The behavior that the cosmetic consumers display in searching, purchasing, using, evaluating and disposing a product that they expect will satisfy their needs is very important to create a market. It mainly focuses on how individuals make decisions to spend their time, money and effort on that cosmetic. That includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase and the impact of such evaluations on future purchases, and how they dispose it. 1. Cultural Factors: Culture has a profound influence on all aspects of human behavior. Culture is a pervasive influence which underlies all facets of social behavior and interaction. It is embodied in the objects used in everyday life and in modes of communication in society. Different cultures react differently to a new product, as the meanings, values, ideas and beliefs of a social group are articulated through various cultural artifacts. One’s own personal culture guides the selection of cosmetics. The language and the symbols used on the package influences the selection of cosmetics and the ritual which we perform has an effect on the use of cosmetics too. While selecting cosmetics, culture influences their selection. For example, complexion of Asians is darker than Europeans and as a result most of the people here try to find the whitening elements in the cosmetics. On...
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