Fresh Handmade Cosmetics
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Contents
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6. Introduction 8. Our fresh handmade story 10. We believe 12. What defines Lush? 16. Our Lush family 18. Our Fresh personality 22. Our beliefs and Campaigns 26. What makes us different? 30. Our luscious consumer 32. Our target consumer 34. How we connect 38. Our logo 40. Our colours 42. Our fonts 4
Brands can be recognised by many things
the swoosh of a logo, a colour, even a companys founder
With Lush cosmetics it is the smell - the honeyed, cloying odour reaching out of the companys shop fronts like a wraith to grab unsuspecting passers by.
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In 2007 we launched Charity Pot, a hand and body lotion that softens skin and warms hearts. 100% of the purchase price goes in
Our fresh handmade Story
1970 Mark Constantine and Liz Weir, met in a hair and beauty salon in Poole, England. They decided to start their own business selling natural hair and beauty products.
1980 Mark contacted Anita Roddick and offered her some of his products. She put in an order, and they made phenomenal products for The Body Shop and became the company's biggest supplier for over a decade.
1990 Mark and Liz setup a mail order cosmetics company called Cosmetics-To-Go. They lavished all their money and attention on it, and it was a very successful although complicated venture that ended up going into administration.
nto our Charity Pot fund, which is donated to environmental, humanitarian and animal rights charities.
1995 Mark and Liz, along with colleagues from Cosmetics-To-Go, spent all the money left on fresh fruits and vegetables. In a little shop in Poole, they hand made products to sell. A competition was launched for a new company name. A customer suggested LUSH, which is defined as being fresh, green, verdant and drunken women which fitted us well.
1996 In 1996 the first international LUSH was opened in Vancouver.
2007 We launched Charity Pot, a hand and body lotion that softens skin and warms hearts. 100% of the purchase price goes into our Charity Pot fund, which is donated to environmental, humanitarian and animal rights charities.
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2008 We pushed our suppliers to source 100% recycled pots and bottles, so we could avoid virgin plastic, reduce energy on bottle production and save bottles from landfills. In 2008 we made the switch to 100% PCR bottles. We also did a Naked campaign to promote our products little or no packaging.
2012 We step up the annual LUSH Prize which is designed to reward individuals working in the field of cruelty-free scientific research, awareness raising to help bring an end to animal testing.
2013 We have been named one of the best 50 employers in Canada. We also won the Australian business award for being an Environmentally sustainable business.
We believe.... We believe in making effective products from fresh organic fruit and vegetables, the finest essential oils and safe synthetics.
We believe in happy people making happy soap, putting our faces on our products and making our mums proud.
We believe our products are good value, that we should make a profit and that the customer is always right.
We believe in buying ingredients only from companies that do not conduct or commission tests on animals and in testing our products on humans.
We invent our own products and fragrances. Our Products are fresh and handmade using little packaging, using only vegetarian ingredients and tell you when they were made.
We believe in long candlelit baths, sharing showers, massage, filling the world with perfume and the right to make mistakes, lose everything and start again.
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what defines lush?
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VEGETARIAN
Fresh
Aganist Animal Testing
HANDMADE
ETHICAL
NAKED
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oUR fresh pERSONALITY BOLD
FUN
PASSIONATE
loyal
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"LUSH is about passion and iconoclasm: passionate for natural products, fresh handmade cosmetics, seductive perfumes, growth and profit - and iconoclastic about everything else."
"The whole point of LUSH is that it should be fun for our customers and fun for us."
At LUSH we strive to be a bold brand, we are full of bold aspects from the products smell, colouring and packaging. We STRIVE to make bold statements about our values and beliefs through campaigns. Lush is Passionate about causes that can make the world a better place and make a difference. Our workers are a key part of who we are at LUSH, we have endless amounts of love for them, and want to share a part of our company with them, so there passion for the company remains. We listen to their views and use their faces on our products. We show a loyal attitude towards our customers and workers. Being trustworthy through the products we make and sell. By delivering high levels of exceptional friendly customer service, we aim to achieve customer loyalty and a strong brand. Fun is what makes lush a quirky, bubbly brand. Our working environment provides entertainment for our workers and consumers. The LUSH family has an energetic and bubbly attitudes.
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FREEDOM TO MARRY
Ban The Fin
Stop The Pipelines!
Ban your Bag
ERASE Bullying
Fur Trim Is A Trap
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WHAT MAKES US DIFFERENT?
Our products are made to high quality standards and are a reasonable price. Consumers say that our products are ‘Great Value for money’. Our competitive advantage stems from being fierce and committed to remain independent. Our environmentally conscious attitude, quirky fresh handmade products and limited but creative use of marketing allows us to be a great competitor. Our minimalistic and simple shop interior allow the strong smelling, colorful, naked products to be the main attraction. The chalk board interior has also become one of our top signature brand signifiers. Our main competitor advantage is our great standard of fun, bubbly and helpful customer service. Without the Lush Family, the company would not be as successful as it has become.
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our lusicious consumer A lush consumer is around the age of 18 to 4o, this includes a mixture of generation y and x consumers. We provide products for both males and females but our products are more popular with females. The ethnicity, religion or gender, is not something we focus on as a brand. Our consumers are likely to have average to higher levels of income and are well educated,as well as have a knowledge of environmental and sustainable issues included in their personal values. Our company is global, with a wide range of stores all around the world, and is continuingly growing. Our retail stores are in many major metropolitan markets, not to mention our worldwide mail order business. Our market is mostly urban centers. The cosmetic industry market density is continually growing. Our consumers are likely to be achievers, who are hardworking and full of passion and intellect. They are likely to be Middle to Upper classes. They have a healthy, caring attitude and lifestyle which is a motive for buying our ethical, fresh products. Our luscious products are used on most regular occasions. As we produce special occasion products the volume usage may be less. The benefits of purchasing from us are high quality, fresh, non-chemical, ethical, animal tested free products. Due to high levels of customer service brand loyalty is strong. The values and service of the brand helps to lower price sensitivity issues. 30
Our Target Consumer
Our Target consumer is female. She is around 25 to 30 years old and is any race or ethnicity. She is family orienated, who enjoys to cook healthy meals for her family. She is well educated and has a wide range knowledge of enviromental and sustiabnle issues. She cares strongly for the world and is a vegan and is keen to recyle. She lives in the city but remains an active person, and may participate in protest that she finds are important. She loves nothing more to relax after a long day.
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HOW WE CONNECT? We as a company rely heavily on Word of Mouth marketing. As we do not advertise through TV, Posters or magazines, we have to deliver the highest levels of customer service possible at all our lush stores. Campaigning is a key part of our advertising too, so we always aim to make a statement. Social media has become very important at LUSH, we want to connect with our consumers and this is a great to do this. We know have our own blog which allows us to share more about our products, values and how we contributing to making the world a more ethical place. We try to get our consumer involved as much as possible, by launching the Lush online chat party, it creates a sense of involvement and even ownership for the consumers. This can help towards gaining repetitive consumers, who then have brand and customer loyalty at Lush.
“What you get out of social media is equal to what you put into it and because our business is built largely on word of mouth, and we don’t use advertising, the use of facebook and twitter has been vital to us. People in our industry who do not get on board with social media are at serious risk of getting left behind.” Harry Blamire, head of brand communications
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OUR LOGO
Our LUSH logo is one of our powerful symbols that unifies and represents our brand. The lush logo should always appear with the tag line “Fresh Handmade Cosmetics”. The upper case letters in the logo are bold which represents our brand clearly. The name LUSH means.. “ A fresh, green, verdant and drunken women”. As a brand we wanted to get this message clear through the logo. The logo can be show on both a black and white background. The font used for the logo is our own personalised lush font.
1”
Preffered size of our logo
2.5” Example of Logo on our products
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Our colours
Core palette
The primary colour for LUSH is our own signature green. As an ethical, vegetarian, fresh company, the colour green is a great representation of our brand. “Green is a colour of nature, fertility and life. It symbolises self-respect and well balance, providing growth and harmony�. The main colour palette includes green, white, black and yellow. These colours are bold, pure and optimistic, just like us.
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Our fonts abcdefghijklm nopqrstuv wx yz
- Helvetica Font abcdefghijklm nopqrstuv wx yz
- Arial Font
a b c d e f g h i j k l m n o p q r s t u v w x y z - Lush font
Our typography not only helps ensure our products are recognised, but, it helps add to our brand personality. We have three main primary fonts, Helvetica font, Arial font and our own personalised Lush font. We use these fonts on our products packaging, our catalogues and our website. The Lush font is used in the interior of our stores on our chalkboard walls.
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