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Lush, the scent of success
Passionate commitment and clarity of values ensures Lush communicates a coherent brand message that bonds customers and their friends to the brand.

Angus Jenkinson Professor of Integrated Marketing Luton Business School angus.jenkinson@luton.ac.uk Branko Sain Research Fellow in Integrated Marketing Luton Business School branko.sain@luton.ac.uk

The Centre for Integrated Marketing has been funded by industry to research best practice and develop intellectual and other tools on behalf of leading marketers and their agencies.

Contents

Integrated Marketing learning points Background Leadership team Global brand The Lush experience The drive of passion 3D Worthwhileness Iconoclasm attracts Everything belongs together Success Executive takeaway Notes 11 6 4 4

3 4

5 5

7 9 10 10

Permission is given for this paper to be copied, forwarded, distributed or quoted from provided that the authorship is acknowledged.
© Centre for Integrated Marketing, University of Luton 01/04/2003 Page 2

Lush is about passion and iconoclasm: passionate for natural products, fresh handmade cosmetics, seductive perfumes, growth and profit, and iconoclastic about everything else. Born from the ashes of Cosmetics to Go, Lush opened its first shop in Poole in 1994 and mushroomed into a chain of more than 130 shops worldwide. The humus for this growth was the interplay the ideas of freshness, nature and fun. These ideas are the heart and soul of Lush and everything Lush represents. It is through these ideas that the leaders attract like-minded people, staff and clients, and communicate the brand essence and a clear vision and direction.

Integrated Marketing learning points
Lush practice is permeated with many of the CFIM Integrated Marketing Audit best practice elements, including: 1. The chief executive responsible for the brand is committed

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