Lush

02. LUSH FRESH HANDMADE COSMETICS

In Retail Management class: we firmly believed that

Lush Cosmetics company is the ideal brand to create a Pop Up shop for. As a team, we have researched Lush’s background/DNA in order to design an ideal plan that will attract more customers into the Lush Pop Up store.

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WHO IS LUSH ?

Lush is an international retailer of fresh handmade cosmetics that is globally recognized for its unique bath and beauty products, skin and hair care, personalized customer services, environmental activism and a fun and funky store atmosphere.

Lush is dedicated to the practices of fair trade sourcing back to organizations that can make a difference through a Charity Pot Program.

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MISSION

BUSINESS MODEL

Making effective products from fresh, organic fruits and vegetables, the finest essential oils and safe synthetics.

VISION Buying ingredients only from companies that do not commission tests on animals in testing our products on humans.

VALUES We believe our products are good value and that we should make a profit that the customer is always right.

Lush is known for the innovation and originality of their products. Unlike other competitors, Lush makes their own products, stocks them and even educates their staff on how to sell the products.

Lush offers a variety of different channels for their customers to buy their products. The company also strives to exceed expectations of their customers.

By operating in more than one market, it improves the strength of the company because if one market goes down, then another often goes up. They also focus their business on creating sustainable packaging.

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STRENGTHS

COMPANY FACTS

Number of shops: Number of countries: Number of employees: Gross profit: Annual revenue: Turnover: Cost of sales: Global annual revenue:

830

50 +

6,659

$ 89.4 M $ 362 M

$ 362.9 M; + 11.32 % $ 273.5 M $ 350 M

Environmentally conscious attitude ( using all natural ingredients only).

Products are handmade and unique looking.

Packaging made from recycled materials.

Retro Lush allows customers to order products that are not available in retail stores.

Determined to remain independant and maintain its business strategies.

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LUSH PRODUCTS

retail storeS

Currently, Lush retail stores have a fun and quirky vibe in them. The brand tries to incorporate a fresh, farmer’s market experience into their brick-mortar stores to provide an effective brand experience.

Wood, chalkboards, cake stands and cupcake trees could be found in Lush stores around the globe.

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target market: demographic Gender: Age: Race: Income: Education: Home Ownership:

Females 14-30

White, black, asians, mix, hispanics

Middle to high

College educates Rents

Employment:

Working class, service,

Location:

Urban centers

white collar

target market: psychographic ATTITUDES: Motivated by self expression.

Young and enthusiastic.

Seek variety and excitement.

Environmentally conscious.

LIFESTYLE: Find an outlet in sports and exercise.

Internet is most trusted source of media.

Savor the new, offbeat and risk.

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CONSUMER PROFILE

CURRENT TRENDS SOCIAL MEDIA:

Name: Age:

Harper Scott 16

Occupation:

Sales associate at local art

Income:

$ 8.00/hr ( without parent income )

Education: Interest: Likely to buy:

Social media allows the brand to communicate closely with the consumers.

Promote products via blog ( Tumblr, Pinterest.)

ACTIVISM:

supply store

Put ethics into practice through activism and charitable giving.

High school

Brand partner up with different charities to raise money and make donations.

Reading, music, painting Lush scent

CHANGING CONSUMER LIFESTYLE: Rising consumer income and changing lifestyle drive the global beauty market.

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POP up shop objectives & FOCUS

competitorS Date founded: 1990

Target customer: 18-54

Number of employees: 1990

Price points: $3.00 - $150.00

Number of stores: 1,571

Date founded: 1976

Number of stores: 2,840

Annual revenue: $2.37 B

Target customer: 20-55

Price points: $4.00 - $40.00

Brand value: $1.063 B

Date founded: 1976 Number of stores: + 1,850

Number of employees: 7,047

OBJECTIVES: Highlight brand value.

Increase SEO ( Search Engine Optimization ).

Building customer relationship.

Increase media exposure.

FOCUS: Target customer: 20-60

Annual revenue: $1.45 B

Price points: $12.00 - $106.00

Focus on establishing effective customer service.

Create unique in-store experience.

Produce relaxing & entertaining environment.

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Marketing strategy

Promote through website.

Promote through social media sites.

Create online advertisements.

Display posters in Lush stores.

Give discounts to customers to use at Pop Up shop locations.

FLOOR PLAN Zone 1: Seating area, product videos.

Zone 2: Product display area, equipped with Ipads for checkout.

Zone 3: Demonstration center.

Zone 1: Entry welcome area.

Zone 2: Product display area, equipped with Ipads for checkout.

Zone 3: Make up bar and consultation.

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INTERIOR & EXTERIOR VIEW

PROMOTIONS REFRESHMENTS: Refreshments will be offered outside in the bus to attract customers to come in and check out the products offered.

DEMONSTRATIONS: Demonstrations of the process on how products are made and offer samples for consumers to try.

TAKE AWAYS: When customers spend more than $30.00, they are given a free and exclusive gift bag made out of a scarf designed

by Vivienne Westwood.

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Locations

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