L U S H
APRIL 2017
ISSUE NO. 1
A FRESH MAGAZINE
PAGE 1 | LUSH
CONTENT 0. The creators & explanation 1. Challenges 2. Target group 3. Competitive position 4. Marketing campaign 5. Actions 6. Conceptual ideas 7. More information
April 2017
PAGE 2 | LUSH
PAGE 3 | LUSH
THE CREATORS & EXPLANATION Lush is a British company. It was founded by Mark Constantine and Elizabeth Weir in 1995 in Poole. Lush specializes in handmade cosmetics for body, face, and hair. All Lush’s products are handmade and with care for the environment, and all are cruelty-free. Lush also makes sure that all of their products are 100% vegetarian and are made of only natural ingredients. All Lush’s products are handmade and with care for the environment, and all their products are cruelty-free. Lush also makes sure that all of their products are 100% vegetarian and are made out of only natural ingredients. Lush in one of the biggest players in the market, and has nearly 1,000 stores in over 50 countries. Lush is a financially healthy company, it is expecting a revenue of one billion dollars in 2016. Lush donates over 16% of its profit to charity. Lush distinguishes itself from the competition by making unique, fresh products. Lush relies on word-of-mouth advertising and doesn’t use any other forms of marketing communication. Overall, Lush is a financially healthy and trustworthy company with a strong reputation and a high brand awareness. It is a successful company that has a very bright future ahead of it.
PAGE 4 | LUSH
Bea Weber Kim Hoefsmit Jacky van Affelen Loes van der Kooij
PAGE 5 | LUSH
1. Challenges We are Lush, we believe in fresh ingredients and fresh inventions. We want people to pamper themselves with our products that are organic, cruelty-free and handmade out of fresh ingredients. Our priority is providing our customers fitting products to ensure a great feeling.
In order to successfully add men to the target group, Lush needs some fresh ideas and a fresh look into the company. We advise Lush to start investing in marketing communication to make the expansion of the target group a success.
PAGE 6 | LUSH
This plan focusses on changing the attitude of men, and showing them that Lush sells fresh products made for men.
PAGE 7 | LUSH
2. Target group Gender: Both, mostly female Age: 18-45 years old Social people with busy everyday lives who like to take a break from their daily life with Lush’s cosmetics. They like taking long baths and pampering themselves with products that are organic, fresh and crueltyfree.
PAGE 8 | LUSH
The new addition to the target group on which Lush will focus consists of men aged 18-45 years old who want to bring more freshness into their daily routine.
Gender: Male Age: 18-45 years old Busy men who don’t necessarily want to pamper themselves. They prefer to upgrade their current daily routine with fresh and organic products.
PAGE 9 | LUSH
3. Competitive position Lush communicates with its audience in a very effective and efficient way. It uses multiple kinds of social media. This is one of the many reasons why the company is one of the biggest players in the market. Lush also provides its customers a great deal of personal service. Both aspects will support the marketing campaign in a great way.
PAGE 10 | LUSH
PAGE 11 | LUSH
4. MARKETING CAMPAIGN To reach its objectives, Lush needs to change its marketing communication. For the first time ever, Lush needs to turn to other forms of marketing communication than social media. This means that the external communication will almost fully be renewed. It is time for a global integrated marketing campaign. There will be some adaptions for specific countries. Overall, the communication will be standardized for fifty countries Lush is in. The internal communication doesn't need an upgrade. The mission- and vision statement are already properly displaying Lush's values. These values don't need a change in order to effectively support the marketing campaign.
PAGE 12 | LUSH
PAGE 13 | LUSH
5. Actions Over the course of three months, Lush will undertake certain actions in order to make the marketing communication campaign successful and achieve the communicative objectives. During these three months, the instruments and multiple forms of media will be used to support the campaign and reach the new target group. If all actions are carried out in a professional way, a successful outcome of the campaign is in reach.
PAGE 14 | LUSH
PAGE 15 | LUSH PAGE 15 | LUSH
PAGE 16 | LUSH
6. Conceptual ideas It is time for you to have a fresh start every morning of every day. Upgrade your daily routine with Lush products and make sure that you get that fresh start! #MeetTheMen The new and improved target group will be introduced to the men of the campaign through an online and offline marketing campaign. To make sure that the introduction goes well, a three-step plan was devised. It all starts with a great gift.
PAGE 17 | LUSH
#1 The 'Dirty' Box Gift boxes filled with Lush products will be send to famous vloggers and other influential men. The famous men are between the ages 18 and 45 years old and are American, British, or Dutch. The gift box will be called the ‘Dirty box’ since it contains products from the ‘Dirty’ line by Lush. These gift boxes will contain multiple Lush products; shampoo, shower gel, moisturizer, and shaving cream: everything a man needs for his daily routine. It will be all about upgrading the everyday routine of the men. Leave your former personal care products be and upgrade to Lush!
PAGE 18 | LUSH
#2 Meet the Men It’s time for everyone to meet the men who the campaign is all about. These men are Dave Franco and David Beckham, and all men around the world. In the offline part of the campaign, Franco and Beckham shine on the posters that will be shown on billboards worldwide. The online campaign will be about all men around the world. Male Lush users can post pictures of themselves with their Lush products on social media while using the hashtag #MTM. The hashtag means ‘Meet the Men’. It’s all about men looking up to other men and wanting to be like them. With Lush’s products, they can become a fresher version of themselves
PAGE 19 | LUSH
#3 The event On the 7th of June 2017, Lush will host an event to celebrate the new marketing campaign. The event will be all about sustainability. The cohosts are New Balance, H&M, NYX, Aveda, Fat Face, and Yes To. The event will be held in the Crystal in London. The Crystal is a one of its kind building with gives Lush unique opportunities. The building is the world’s most sustainable event venue and fits Lush’s vision perfectly. Among guests are famous actors Leonardo DiCaprio and Brad Pitt, who have done great work for the environment. Many others, such as Dave Franco and David Beckham, are also invited for the #FreshEvent.
PAGE 20`| LUSH
Upgrade your routine! Add some freshness to your daily life: throw out the old and bring in the fresh!
PAGE 21`| LUSH
7. More information Want to know more about the plan? Visit: https://docs.google.com/document/d/1C1L80L8X8Pm6PKXkOAw IXESbC4nABp6MRAM-QP_DJuE/edit?usp=sharing Here you will find the entire marketing communication plan including: Executive summary Introduction 1. About Lush 2. About the market 3. Present situation of the communication 4. Competitive position of Lush 5. Current target group 6. Current marketing communication strategy 7. New target group 8. New marketing communication strategy 9. Creative development 10. Timeline 11. Communication level evaluation 12. Conclusion and recommendation References