Imc book

INTERGRATED MARKETING P L A N 2 014

LUSH Cosmetics By: Lina Noriega

Table of Contents 1.0 IMC Methodologies and Summary .........................................................................................................2 1.1 Company Background .............................................................................................................................3 2.0 Promotion Opportunity Analysis ..........................................................................................................4 External Analysis 2.1 Competitive Analysis ...............................................................................5,6 2.2 Environmental Analysis ..............................................................................7 Internal Analysis 2.3 Communication Strategy ............................................................................8 2.4 Market Segmentation, Target Marketing ..................................................9 2.5 Brand Strategy and Positioning ............................................................10 2.5.1 Product Position Map .................................................................11 3.0 I MC Objectives- Marketing and Financial ...............................................................................................12 3.1 IMC Budget .............................................................................................................................................13 3.2 IMC Master Schedule ...............................................................................................................14,15 4.0 Advertising- Creative Brief ...............................................................................................................16,17 4.1 Advertising Budget ......................................................................................................................18 4.2 Media Plan ....................................................................................................................................19 4.2.1 Media Schedule ...............................................................................................................20 5.0 Interactive – Alternative Marketing .....................................................................................................21 5.1 Interactive – Alternative Marketing Budget ................................................................................22 5.2 Web Site – E-Commerce ..............................................................................................................23 5.3 Social Media – Viral Marketing .................................................................................................24 5.4 Search Engine Advertising .........................................................................................................25 5.5 Alternative – Guerilla Marketing ...............................................................................................26 6.0 Direct Marketing ..................................................................................................................................27 6.1 Direct Marketing Budget ............................................................................................................28 7.0 Sales Promotions ..................................................................................................................................29,30 7.1 Sales Promotions Budget ............................................................................................................31 8.0 Personal Selling .......................................................................................................................................32 8.1 Personal Selling Budget ................................................................................................................33 9.0 Public Relations ...................................................................................................................................34,35 9.1 Public Relations Budget .................................................................................................................36 10.0 IMC Support ...........................................................................................................................................37 10.1 IMC Support Budget ....................................................................................................................38 10.2 Database Management .................................................................................................................39 10.3 Market Research ..........................................................................................................................40 10.4 Account Planning ........................................................................................................................41 10.5 Customer Relationship Management ...........................................................................................42 10.6 Agency Selection ........................................................................................................................43 10.7 Evaluation ....................................................................................................................................44 11.0 Strategic Planning- Vision and Vision Statement ......................................................................................45 11.1 Strategies and Policies .................................................................................................................46 11.2 SWOT Matrix ..............................................................................................................................47 11.3 Management Team .......................................................................................................................48 12.0 Corporate ID ............................................................................................................................................49 13.0 Advertising Campaign Samples..........................................................................................................50,59

1.0 Methodologies and Summary This integrated marketing campaign (IMC) is designed for Lush Cosmetics. The plan includes a promotion opportunity analysis, brand positioning, IMC objectives, plus all relevant advertising, promotion, personal selling, sponsorship, and database programs for consumers. A media plan is included with an evaluation section, to measure the success of the plan.

Lush is a thriving niche cosmetic company that specializes in all natural hand made beauty products. With the increase in demand for organic and all natural beauty products, Lush believes it is the perfect time to reposition themselves in the market. This IMC has been created to take advantage of the new opportunities that the beauty industry market has to offer.

Lush offers a variety of all natural eco friendly beauty products including face masks, soaps, bath bombs, bubble bars, hand & body lotions and hair treatments. Shopping at Lush is an experience of its own, from the superior customer service to their innovative products and store atmosphere. Lush takes inspiration from how fruit sellers display their ware, Lush displays their products as if they were fruits and vegetables.

Lush’s stores are located in prime areas. Lush is very particular about their locations. They look to place themselves in posh localities, next to stores that sell high-end items. This allows segmentation of the customers and also acts as a form of advertising and a way of creating a premium image. Their main target are trendy, green enthusiast and health driven females between the ages of 18-50 who are conscious about the environment, their appearance and interested in ethical issues.

All communications created in this IMC will support Lush’s beliefs. They will educate people on the hair just like they will feed their body. To encourage the consumer, Lush will give free samples of beauty products and give in-store beauty consultations. To support the community Lush will participate with and donate to different cancer charities.

The main goal for Lush is to increase market share through market penetration. Advertising, marketing and viral campaigns will be created to educate, inform and persuade new and existing customers.

Customers will see Lush online ads through Facebook and search engines. They will be able to click on the ad and be directed to Lush.com. The site will serve as a content and e-commerce website which will make online shopping a fun and seamless experience for the customers. In order to collect data, Lush will give customers the option to make an account with Lush online to keep up-to-date with offers, others ways of collecting data is through renting of data and by customers signing up to the customer preferred card.

Direct marketing will be used to create awareness around the products and attract customers to it; it will work as the path to purchase. Sales promotions will be tied in with direct marketing with the purpose calling customers to action, awakening their interest and also, providing customers with an incentive to communicate and engage with the brand.

Lush will also be involved with cancer charities and events through sponsorship programs, which will also help with the main goal of increasing market share.

The total cost of this IMC is $260,841.4

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1.1 Company Background Company Description: Lush is a cosmetics company that produces and sells a variety of handmade bath products and toiletries, including face masks, soaps, bath bombs, bubble bars, hand & body lotions and hair treatments. In 1994, in Poole, UK. environmentally friendly natural cosmetics and fragrances Company History Lush Cosmetics Company is mostly known and recognized by the public for its use of all natural ingredients and hand made products. Lush product ingredients are mostly natural, nothing is tested on animals and packaging is avoided where possible. What sets Lush apart from competitors is the unique way products are manufactured. They hand-make the products in a factory in small batches based on orders from individual stores in order to keep their products fresh. In order to stay in touch with their fresh standard, Lush does not sell any product in their store that’s older than 4 months and most products have a total shelf life of approximately 14 months.

As of 2013 Lush now has nearly 600 stores in 43 countries, with 27 different Web platforms and seven manufacturing plants. Including 80 in Britain, Japan, North America and Australia. 60 of those stores are in North America. Lush North America has plans to open 52 new company-owned shops this year and 35 a year thereafter, with roughly a quarter located in Canada. Although many of the units to date have been freestanding boutiques, the stores in malls have been phenomenally successful, compelling them to consider almost 170 new mall locations.

Lush is privately owned though there are a small number of shares available but only by invitation. The growth of the company is based mainly upon partnerships and franchise holders.

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2.0 Promotions Opportunity Analysis “Going green” trend Due to the worlds growing desire for fresh and natural products this will be the perfect time for Lush to re-launch themselves into the public eye. Going green and using organic products is a priority in today’s society. Lush is one of the few companies that hand-make all their products from all natural ingredients.

Lush factories receive fresh produce every day, much the same way as restaurants continually receive fresh produce, and use it to manufacture products right away.

Example of few fresh ingredients they use: Avocados- are full of unsaturated oil to re-hydrate and protect skin Fresh range egg yolks- provide moisture while the whites act as light astringent.

Lemon- cools, cleanses, and brightens oily or acne-prone skin Seaweed- contains up to 20 times vitamins and minerals of land and plant Bringing brand awareness by emphasizing Lush’s core beliefs.

They are passionate about the environment and promote campaigns that encourage environmentally friendly behavior. For example, they discontinued the use of palm oil in their products when they viewed the market to be corrupt.

They focus on producing 100% vegetarian products and they do not test on animals.

They use minimally packaged (widely known as the “naked” campaign, where the company focused on using post-consumer recycled paper, recyclable and biodegradable products whenever possible, if they cannot get rid of the packaging at all.)

Lush also gives back to society with strong Corporate Social Responsibility campaigns. Such campaigns include Save the Sharks, Save the Seals, No Nukes, and Stop the Tar Sands.

Making their products more attainable Do to the growth in demand for organic products Lush should take advantage of this by giving certain retail stores the rights to sell their products. This would be an example of exclusive distribution, and is the right step towards making their products more attainable.

Their pricing strategy is at a high level, also called premium pricing. By selling their products to high-end customers it will give the perception that high prices are a sign of good quality. They place their products at a high price range to help attract status-conscious consumers.

Their distribution strategy is to place stores in prime locations. Lush is very particular about their locations.

They look to place themselves in posh localities, next to stores that sell high-end items. This allows segmentation of the customers and also acts as a form of advertising and a way of creating a premium image.

They have a multi channel distribution strategy. They sell their products through their own chain stores, mail order and online.

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2.1 Competitive Analysis Lush Cosmetics is a niche store in the beauty Market. Its competitors do not offer hand-made 100% natural products that are comparable to Lush. Its biggest competitors are, The Body Shop, Aubrey Organics and Burt’s Bees. They all distribute globally and product selection does not differ. It all comes down customer preference and affordability.

The Body Shop The Body Shop is an eco-friendly beauty product store that has products for all range of demographics.

They use natural ingredients from around the world even though they make it clear that they don’t use all natural products but inspired by nature. They sell products that enhance their customer’s natural beauty and help them express their personality. Distribution of products are sold globally, as well as evenly distributed stores around the US. Their wide product line allows for a large market, product prices are mid-range. This company prides itself on a very strong corporate social responsibility campaign for example, aiding the end planet. The Body Shop advertises through print ads, online and direct mail.

Aubrey Organics Aubrey Organics was founded by Aubrey Hamptons in 1967. A pioneer in natural hair and skin care,

Since the many inventions of his career, Aubrey Organics has established their organization as a leader.

They offer a wide variety of products that engage all demographics. Their products range from hair care, skincare, makeup, fragrances, lotions, bath and spa, baby, household, and deodorants. Products are globally distributed as well as being sold in virtually every organic grocery store in the United States. Prices are moderate and are affordable in the low-range. Aubrey Organics advertises through print ads, online and catalog.

Burt’s Bees Burt’s Bees takes a more casual approach to its products. Unlike Lush, the company does not have its own retail stores; rather, it is sold in mass-market retailers such as Wal-Mart, Target, drugstores, health stores and discount department stores. The company strongly promotes sustainable business practices and eco-friendly packaging. Similar to Lush, Burt’s Bees is against animal testing and uses only natural ingredients. Burt’s Bees does not use any preservatives in its products and refuses to use items like Sodium Lauryl Sulfate which, much to the dislike of many customers, Lush still uses. Their organic products are medium to low range price. Burt’s Bees advertise through print ads and online.

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2.1 Competitive Analysis continuous

Competitors

#1 Aubrey Organics

Quality Selection Price Natural Ingredients

3 5 5 4

Traffic Appearance Visibility Website

4 3 3 4

Experice Experties Reputation Image Stability

5 5 4 4 5

Established sales channels Advertising Post-purchase Support Incentives Loyal Components TOTAL

4 3 4 3 5 73

#2 #3 The Body Shop Lush Cosmetics Product and/ or Service 4 5 5 5 4 3 3 5 Location and Physical Appearance 5 5 5 5 5 5 5 5 Added Value Factors 5 5 5 5 5 4 5 5 5 5 5 Other Marketing Activities 5 4 5 3 5 5 5 3 5 5 80 83

Scale of 1 to 5 poor to excellent

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#4 Burt's Bees 4 4 5 4 4 4 4 5 5 5 5 5 5 5 4 5 4 5 82

2.2 Environmental Analysis New technology Companies are adopting a green process known as biocatalytic processing. This process is a major breakthrough in the greening of cosmetics manufacturing because it reduces the amount of energy needed to make cosmetics and eliminates solvents and other wastes.

New competition Investment in new product launches has continued, according to the research company Mintel, which has recorded 6,999 new “all natural” and “organic” global beauty and personal care launches for 2012.

Industry trends Consumers are increasingly demanding “greener” products. Today more than ever, buyers care not only about the ingredients inside their favorite products, but also about the impact manufacturing these products has on the environment.

Industry research on overall health of the industry sales.

Consumer demand for natural cosmetics products grew 13.9 percent in 2011 alone, according to research Kline & Company’s research found that the demand for natural ingredients in cosmetics will continue to drive growth in the industry for at least the next four years.

The global market for natural personal care products is expected to maintain strong growth with a compound annual growth rate of almost 10% through 2016.

The growth of truly natural products will likely out pace that of natural-inspired brands across most regions; however, natural-inspired brands will continue to dominate the global natural personal care market.

Citations http://www.environmentalleader.com/2013/01/08/green-processing-the-cosmetics-industrys-best-keptsustainability-secret/ http://v2.in-cosmetics.showsite.rxnova.com/en/Online-Press-Centre/Normal--Industry-articles/Natural-organic-cosmetics--toiletries/

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2.3 Communication Strategy Industry According to the Organic Monitor, an organic food marketing company, the North American natural cosmetics market has surpassed the US$ 5 billion mark with more than 600 brands The Natural cosmetic industry communication strategies vary depending on the scale of the company and advertising budget. Women are always observing what others use, what the latest trends are and are highly

Lush communication with customers in the past Lush has no marketing department; they rely solely on word-of-mouth. They communicate with their customers via their website, catalog and even though they use social media they are not very active. They have a catalog called Lush Times, which is a printed publication that’s mailed out to subscribers two or three times a year. Each catalog includes fun product listings, and highlights new products and exciting things going on in the company.

They feel that a good product is the best advertisement for the business. They truly believe in word-ofmouth advertising and that their products stand out on their own. The location of the shops are also a form of advertising. Lush’s stores are located in prime areas. Lush is very particular about their locations. They look to place themselves in posh localities, next to stores that sell high-end items. This helps with targeting of their customers and also acts as a way of creating a premium image.

Even though they have a clear identity and innovative product they still need proper advertising, which could catapult them into the position of a leader.

Lush competitors Lush competitors advertise through print ads in national and local magazines, catalogs, direct mail and via the internet.

The Body Shop- Direct mail (coupons), member cards (promotions, discounts) and an online website which is highly informative.

Aubrey Organics- Magazine, Catalog and an online website which is very educational.

Burt’s Bees- Local Magazines, search engine optimization and website.

Citations http://www.siicex.gob.pe/siicex/documentosportal/alertas/documento/doc/879843766rad71E34.pdf http://www.aubrey-organics.com/custom.aspx?id=40

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2.4 Market Segmentation and Target Marketing Market Segmentation- Psychographics is the primary variable The green enthusiast: consumers who search for organic products for their skin and hair. These people what they put in their body.

The intellectuals: The sophisticated: customers who are trend-setters. They are willing to pay more for high quality products.

They see beauty products as a luxury.

Target Marketing Demographics: In general, about 70% of Lush’s customers are female Female customers’ ages range from 18-50; the 35-50 year age group is growing rapidly Metro sexual men account for approximately 25%; age range is 25-45 years old Income: Middle to high Education: Higher Education Psychographics Professionals that are environmentally conscious Interested in ethical issues Concerned about personal health and wellness Conscious about their appearance Use many natural products (organic food, alternative medicine) See Lush products as a special treat Sensitive to fashion, such as reading cosmetics magazines and looking up to celebrities

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2.5 Brand Strategies and Positioning Branding Lush held a customer competition to come up with its name, substantiating the close relationship they have with their customers. Lush is a way of living, it evokes a healthy and pure life style. Lush has created a strong brand image in the “green” community, and is considered a pioneer in the industry. “The whole point of Lush is that it should be fun for our customers and fun for us” –Mark Constantine The slanted Lush logo overprinted on bright yellow and green ovals gives a youthful and energetic kick to the signature black packaging. The logo is eye catching and it will assure you don’t leave the area without entering the store. The logo can be described as bold, bright, big and brave. The bright multicolored colored

Brand Pillars Lush believes and safe synthetics.

They invent their own products and fragrances. They make them fresh by hand using little or no preservative or packaging, using only vegetarian ingredients.

They believe in buying ingredients only from companies that do not commission tests on animals and in testing our products on humans.

Lush differentiates itself from its competitors by innovative products, superior customer service, an unconventional marketing approach and uncompromising ethical stance. Lush drove the market by offering innovative products and training the customers how to use them.

Brand Positioning Lush is in its class on its own, being the only cosmetic company that makes hand-made products from a 100% natural ingredients. All their products are made by hand instead of mass production to ensure its freshness. They pride themselves on their ethical stance and social responsibilities. They are responsible for the original ‘Against Animal Testing’ campaign in 1985, which The Body Shop had been espousing ever since. Lush is also environmentally conscious and by using a 100% recyclable packaging to none, they promote a healthy environment.

Lush product attributes are superior to all of its competitors. They offers customers unique products that utilize the environmentally friendly, safe ingredients of such natural brands as The Body Shop, Aubrey Contrary to its competitors Lush’s products have expiration dates and the longest shelf life is approximately 12 months. Shopping at a Lush store is an experience on it’s own “Once inside the shop all your senses literally wake up in a fraction of a second”.

Lush has grown to enjoy a cult brand status, and it is perceived as a luxury brand. It has developed a loyal and dedicated customer base. Customers go to Lush for hand-made, natural, fresh, healthy, functional, fun and high quality products. Lush and its customers bond over their core belief. Customer trust the brand’s offers and promises, customers buy because of the brand value.

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2.5.1 Product Positioning Map

High Prices

All Natural

Synthetic

Low Prices

This map shows where Lush stands with its competitors. Lush is in its own quadrant because of its high prices and use of all natural ingredients. The Body Shop is positioned right in the middle of the map for its mid price range and use of ingredients inspired by nature. Burt’s Bees and Aubrey Organics are in the same quadrant. They are both mass markets, with similar lower price range and natural use of ingredients.

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3.0 IMC Objectives Marketing Objective: Increase market share through market penetration by creating more channels of distribution. A communication plan is also going to be created to educate, inform, and persuade new and existing customers.

Convert 60% of walk-ins into sales Financial Objectives:

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3.1 IMC Budget 2014 Marketing Category Advertising Interactive-Alternative Marketing Direct Marketing Sales Promotions Personal Selling Public Relations IMC Support Creative Total

Amount $109,920 $30,000 $30,000 $13,000 $7,500 $25,000 $8,800 $36,621.40 $260,841.40

% 42% 12% 12% 5% 3% 9% 3% 14% 100%

There will be a total of $260,841.40 spent on marketing activities for the Lush IMC campaign. 42% of the budget will be spent on advertising, followed by Interactive-Alternative Marketing and Direct Marketing.

Advertising has the highest budget, as it is the main focus of the marketing campaign and is essential for the success as well, it is where the media buying will take place. The least amount will be spent on sales promotions and personal selling even though they are also very important.

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3.2 IMC Schedule

MEDIA

2014 - FIRST QUARTER

ADVERTISING INTERACTIVE - ALTERNATIVE MARKETING DIRECT MARKETING SALES PROMOTIONS PERSONAL SELLING PR/SPONSORSHIPS IMC SUPPORT TOTAL

JAN $27,480

FEB $5,000 $2,500

$5,000 $3,250 $1,875

$8,334

$4,400 $42,005

$7,500

2014 - SECOND QUARTER

MEDIA ADVERTISING INTERACTIVE - ALTERNATIVE MARKETING DIRECT MARKETING SALES PROMOTIONS PERSONAL SELLING PR/SPONSORSHIPS IMC SUPPORT TOTAL

MEDIA

APR $27,480 $5,000 $5,000 $3,250

MAY $2,500

$4,372

$40,730

JUL $27,480

$5,000 $3,250

AUG

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JUN $5,000

$5,000

SEP

$5,000 $2,500 $8,333

$35,730

$8,334

$1,875

2014 - THRID QUARTER

ADVERTISING INTERACTIVE - ALTERNATIVE MARKETING DIRECT MARKETING SALES PROMOTIONS PERSONAL SELLING PR/SPONSORSHIPS IMC SUPPORT TOTAL

MAR

$15,833

$1,875 $1,875

TOTAL $27,480 $5,000 $7,500 $3,250 $1,875 $8,334 $4,400 $57,839

TOTAL $27,480 $10,000 $7,500 $3,250 $0 $1,875 $0 $50,102

TOTAL $27,480 $5,000 $7,500 $3,250 $1,875 $8,333 $53,438

2014 - FOURTH QUARTER MEDIA ADVERTISING INTERACTIVE - ALTERNATIVE MARKETING DIRECT MARKETING SALES PROMOTIONS PERSONAL SELLING PR/SPONSORSHIPS IMC SUPPORT TOTAL

QUARTER FIRST QUARTER SECOND QUARTER THIRD QUARTER FOURTH QUARTER

OCT $27,480 $5,000 $5,000 $3,250

NOV

DEC $5,000

$2,500 $1,875 $8,336

$4,400 $45,130

$4,375

$13,336

TOTAL $27,480 $10,000 $7,500 $3,250 $1,875 $8,336 $4,400 $62,841

2014 - TOTALS TOTALS

2013 TOTALS * The total does not include creative

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$57,839 $50,102 $53,438 $62,841 $224,220*

4.0 Advertising – Creative Brief Business Challenge Lush’s primary goals are to increase market share through market penetration by giving certain retail stores the rights to sell their products. This could be an example of exclusive distribution, and is the right step towards making their products more attainable.

Communication Objectives Brand awareness It must be positioned on the top of all consumer minds, as the best place to purchase organic beauty products.

Transactional Increase category demandIts experience making products with all natural ingredients opens them to a huge market now that everyone is going “green”.

Product life cycle: Growth and competitive stage Advertising Objective: 1. Persuade- prospects will need to be persuaded that Lush is the place to go when they need organic beauty products. Getting them to visit a store and try some samples/products is crucial.

Brand Essence: we will use both emotional and rational appeal.

Rational All natural ingredients Hand-made Eco-friendly

Emotional Healthy life Pamper yourself Happiness

Target Audience Demographics Age: 18-50 Gender: Mostly female Income: Middle to high Education: College Grad+

Psychographics Professionals that are environmentally conscious See Lush products as a special treat Sensitive to fashion, such as reading cosmetics magazines and looking up to celebrities

Key Insight Category The demand for organic beauty products has exploded over the past few years. More women are learning about the potential problems associated with preservatives and chemicals in beauty products.

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There are many organic brands but only a few that are prominent, such as The Body Shop, Burt’s Bees and Aubrey Organics.

Target Customers are mostly woman who are health conscious and like organic eco friendly products with middle to higher level income, high educational level and live a “green” lifestyle. This are also known as LOHAS, which environment, personal development, sustainable living, and social justice.

Brand Lush Cosmetics offers customers unique organic hand-made beauty products that utilize environmentally Shopping at a Lush store is an experience on it’s own “Once inside the shop all your senses literally wake up in The Big Idea The key to communicate is that what you put on your body is just as important as what you put inside it. Just like you buy organic food, the same needs to be done for your beauty products.

Motivating support points All Natural ingredients Hand-made High quality Eco-friendly No chemicals Ethical Unique Executional Considerations Creative Message Strategy Two different message strategies will be implemented through out the campaign.

One of the message strategies chosen for Lush is the cognitive strategy. This strategy was selected because it is

Effective message strategy will also be used, this strategy will evoke feelings or emotions from customers, and those feelings will be matched with the company’s goods or services. Lush will use emotional advertising to connect with the consumer’s glamour side. It will encourage them to take care of their physical appearance to look their best. It will let them know that Lush is the solution for all their beauty needs and problems.

Executional framework Testimonials- Past customer’s reviews can be incorporated Bright colors Trendy

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4.1 Advertising Budget The priority is both reach and frequency. Lush trying to reach as many people as possible, as many times as possible.

Lush is in its competitive stage, that’s why it has to advertise heavily in order to stand out from its

MEDIA Television Magazine

FY 2014 $60,000 $30,000

Radio Internet TOTAL:

$15,000 $4,920 $109,920

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4.2 Media Plan Television The commercial will run on the E channel at 7pm (E News) This program has an average of 1.5 million viewers a day Reach- ability to communicate with a large audience Multi- sensory appeal- ability to communicate Lush’s message to multiple senses through its combination on text, image, sound and motion Most effective channel, high reach to target market 64% of respondents had visited a website after seeing a TV commercial Disadvantages High cost DVR commercial skipping Radio Radio commercials will run in two stations 100.7 FM with each an average of 990,000 unique listeners per week, and Pandora with 30+ million unique listeners monthly. The key audience are males and females 18-55 years old Creates a personality by using sounds and voice High recall to listeners when they are driving around, even when they are distracted Low cost Disadvantages Short exposure time Magazine Ads will run in Cosmopolitan and Woman’s Health magazine Long life; ad can continue to build reach long after the campaign has formally ended Portable and tangible media Ads garner the most attention and lasting impact Ads are more relevant and targeted Disadvantages Space and ad layout costs are high Internet Lush will advertise through the Front page banner in Facebook Cost effective and easy to track Interactive and gets customers attention easily Disadvantages Constantly changing medium

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4.2.1 Media Schedule

Media Televsion

Media Oulet E channel at 7PM (E News) 100.7 FM

Radio Pandora

Magazine

Woman’s Health Cosmopolitan

Internet

Circulation

Target

Televsion

990,000 unique listeners weekly 30+ million unique listeners monthly

Media Oulet E channel at 7PM (E News)

Pandora

Apr

May

Jun

$3,750

16-50 Years Old

$3,750 $7,5000 $7,5000

18-55 Years Old

Circulation

$2,460

Target

Jul

Aug

Sep

$14,160 $4,160 $14,160

Oct

Nov

Dec

18-45 Avg.1,200,000 views per day Yeards Old 990,000 unique listeners weekly 30+ million unique listeners monthly

Sub-Total

$30,000

$4,160 $14,160 $4,160

Radio

Internet

Mar

1,500,000 18-50 copies monthly Years Old 3,000,000 18-34 copies monthly Years Old

Banner in Facebook

100.7 FM

Magazine

Feb

18-45 Avg.1,200,000 Yeards Old views per day

Sub-Total

Media

Jan

$54,960

Sub-Total

$30,000

$3,750 16-50 Years Old

$3,750

Woman’s Health

1,500,000 copies monthly

18-50 Years Old

$7,5000

Cosmopolitan

3,000,000 copies monthly

18-34 Years Old

$7,5000

18-55 Years Old

$2,460

Banner in Facebook

Sub-Total

$4,160 $14,160

GrandTotal $109,920

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$4,160 $14,160 $4,160 $14,160

$54,960

5.0 Interactive –Alternative Marketing Goals The goal of the interactive alternative marketing for Lush is to increase customer loyalty and brand products, which will eventually increase market share.

Tactics Web site Search engine advertising Social media Alternative Guerilla marketing Creative Message Strategy The overall creative message strategy is to interact on a more personal level with the consumer as well as supporting the main message that what you put on your body is just as important as what you put inside it. Just like when you buy organic food, the same needs to be done for your beauty products. Gaining the consumer’s trust and a solid brand image and identity will mean that they will make repeat purchases.

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5.1 Interactive and Alternative Marketing Budget

Social Media – Viral Marketing Search Engine Advertising Alternative Marketing Total

2014 $11,400 $11,600 $7,000 $30,000

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5.2 Website – E-Commerce Lush recognizes the important role that its Web presence has on its customers, they are aware that customers expect a seamless, fun and positive online shopping experience. This is why they have already developed a rich user experience website. The website is a content and e-commerce website. It has information about the products and the ingredients used, it also has information about the company, upcoming events and their core beliefs.

The website address is www.Lush.com

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5.3 Social Media – Viral Marketing Social media will be used as a platform to create more customer involvement with the brand. Studies show that the age groups that use social media the most are 18-36, which are Lush’s main target market. Lush will hire a community manager to manage all social media efforts and campaigns, for $500 a month.

Some social media outlets that Lush will be involved in are: Facebook, Twitter and YouTube.

Facebook Facebook is a great way to be able to reach customers and for them to interact with the brand. That’s why Lush will be having contests in which all the page fans can participate. Every season (Winter, Spring, Summer, Fall) they will have a contest in which customers will submit ideas for what ingredients the soap for each season should be made of. Voting will also take place at Lush’s Facebook page, the ingredient creation with the most votes will be picked and created into a soap, the winner will get their winning soap for free. By doing this contest Lush is involving customers with the brand and product production in a creative way, and it also gives Lush an opportunity to learn more about them. Facebook will also be a place to share photos of new products and educational videos about the brand and products.

Twitter Twitter is a great platform for Lush to reach their customers in a more personal and intimate way. Through twitter they will be able to hear what their followers want and need from them. Twitter is a great way to be connected to the community; it is a way to put a face behind the brand, as people like to speak to people.

Twitter will also be used to promote new products, discount codes, contests among others.

YouTube YouTube is the perfect place to post videos for various things, not only informational but also how to use and product reviews. In YouTube there is a community called “Beauty Gurus” which are woman from ages 18-30 that review beauty products on a weekly basis, some of these woman get up to 100,000 views in 5 days and are up to 20 minutes long. Lush will be sponsoring their videos once every quarter of the year, a $200 gift card will be given to them allowing them to pick the products they like and consider what their viewers will be interested in. Not only do these woman have a followers that are like fans but their opinions are very trusted. The top three “Beauty Gurus” will be picked. Additional to the four $300 gift cards they will each be paid $1,000 for the four videos in 12 months.

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5.4 Search Engine Advertising Lush will pay for search engine key word advertising. Search engine advertising will be placed in Google and Bing. Key words will be purchased based on Lush’s trademarks, generic industry terms and demographics in order to put their products in front of their target market. The use of search engine advertising will directly target consumers that are already searching for natural, organic beauty products.

They will be bidding on non obvious yet relevant words, which are economically more viable. Targeting many such non obvious words lowers the advertising cost, while delivering the same click volume as expensive words. Generating the right non obvious yet relevant keywords is a challenging task, that’s why Lush will pay an agency specialized in search engine advertising. The research will cost $2,000 and an additional $800 a month will be spend to place search engine advertising.

Lush will place their keywords on their website, articles and other social media sites.

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5.5 Alternative - Guerilla Marketing Guerilla Marketing is a great way for Lush to bring attention to its brand and products. Lush will be using lifestyle marketing by placing a Lush booth in the neighborhood Whole Foods. The purpose of these booths is to hand-out samples of Lush products. People that shop at Whole foods like organic products and most likely will be interested in Lush products. Whole Foods shares the same target market as Lush. Each sample will come with a card that has Lush’s web site and a small explanation of who they are. This will also help create excitement about Lush and its products.

Smart Phone App This free application will be a very helpful tool that will assist people that like shopping through Lush’s web their hair needs from the comfort of their home. This will also engage the customers with the brand.

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6.0 Direct Marketing Goals The goal for direct marketing is to create awareness around the need and attract customers to it; it will work as the path to purchase. The overall purpose in the IMC plan is to develop long-term relations, customer loyalty and for them to stay up-to-date with Lush news, products, promotions ands special events.

Creative Message Strategy The creative message strategy is to build a direct relationship with the customers. By personalizing promotions, letters and offers Lush will create an immediate link with the customer and increase their personal connection with Lush. This will give customers an incentive to visit the store, website or purchase through the catalog.

Target audience Purchase natural beauty products Purchased recently Purchased frequently Direct Marketing Media strategy Communication channels Mail Email Customer database and purchased contact list will be used.

Direct Response- Internet Email Customers Email is the most popular online activity of 2012, and it also has higher click-through rates, conversion rates and ROI than other channels. Emails blasts will be send to customers informing them of new products, sales or events, a link to shop the latest arrivals will be provided. Email will be used to awaken customer interest and as a way to create a stronger relationship with them.

Email to Prospects They will have the opportunity to subscribe to Lush and receive email blasts with promotions, sales and events information. The purpose of this is to engage them with the brand and convert them into customers.

Mail A direct mailer will be sent at the beginning of every season with coupons and an announcement of the latest arrivals. A $5 gift card will be send to customers who are in the preferred program on their birthday. This is to remind customers that Lush is there for them and give them an incentive to come by the store or visit the website. Catalogs will also be mailed out to people who have signed up though Lush’s website. Mail pieces help make it more personalized and make an emotional impact.

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6.1 Direct Marketing Budget 2014 Direct Mail

$10,000

Catalogs

$15,000

Direct Response Total

$5,000 $30,000

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7.0 Sales Promotions Goals The goal for sales promotions is to call Lush customers to action and awaken their interest to try new products or make a repeat purchase. Through sales promotions the brand will be enhanced and customer loyalty will be promoted. This will be done through the use of coupons, seasonal sales and a preferred customer card.

The coupons will be tied in with the seasonal sales. They will go out through mail and email at the end of each season, spring, summer, fall and winter.

Creative Message Strategy Coupons Coupons will be available at the end of each season. The coupons will only be valid for items that are on sale, meaning the ones on the seasonal sale. This will be an incentive to get people in the door or website in time to showcase the new seasonal arrivals. Lush coupons will work as follows; $3 off $20, $9 off $40 and $13 off $60. Coupons will be advertised through magazine ads, direct mail and Lush’s email blasts. They can be redeemed in-store, online or through the catalog. The website will always offer free shipping when you spend $75 or more, this will encourage customers to spend more.

Seasoned sales Seasonal sales will be held at the beginning of spring, summer, fall and winter. Only the items made opportunity to showcase new arrivals and store regulars. These sales will be advertised through magazine ads, direct mail, Lush’s email blasts and social media sites.

Preferred customer card The preferred customer card will work as a rewards card. Any customer can sign up at a Lush location. For every dollar spent the customer coins 1 point, and a gift can be redeemed every 500 points. This program will allow Lush to gather customer’s personal information and track their purchase patterns. Each time a purchase is made with the card/code it will track all data to the data system. This will encourage repeat purchases and create a stronger loyalty with customers.

Samples Samples are a great way to introduce a new product or existing products to customers. Customers will be able to go to any Lush store and get a sample of anything that can be poured or cut. Not only do customers love free things, but also a study showed that more than half of them would be back to buy a full size of what they tried. Giving samples is a win win situation, you make customers happy and promote the products at the same time. The strategy is that every person that walks into the store should at least walkout with one sample.

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Sales Promotion Media Strategy Lush will advertise these sales promotions using traditional and non-traditional media. Money has already been invested in the media plan for magazine ads, online ads and radio. Sales promotions will also be advertised though these vehicles, with the addition of direct marketing.

Coupons will be printed in magazine ads and sent through Lush’s email blasts and direct mail.

Seasonal sales will be advertised though magazine ads, Lush’s email blast, direct mail and occasionally through the radio.

Preferred customer card will be offered at the register at every Lush location. Signing up is optional.

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7.1 Sales Promotions budget 2014 Coupons

$4,000

Free Samples

$3,000

Gifts

$6,000

Total

$13,000

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8.0 Personal Selling The purpose of personal selling is not only to make sales, but also to put a face to the brand. The sales staff is in charge of the direct communication with customers. The goal is to make shopping at Lush an experience of its own. Making a good and lasting impression is very important to develop a long lasting relationship with customers The key communication goal for sales people at Lush is to inform and persuade. Lush will build the most knowledgeable and professional team that is going to act as product consultants. All their sales people are going to be highly trained. They are going to believe passionately in Lush products and understand the can make their lives better. By offering high quality products and excellent customer service Lush will build lasting customer relationships along the way. Sales people will also be trained on how to explain the preferred customer card and persuade customers to join, in order for Lush to create loyal customers and expand their database.

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8.1 Personal Selling Budget 2014 Training

$4,500

Collateral Material

$3,000

Total

$7,500

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9.0 Public Relations Corporate image Lush wants to be known for their high quality and fresh all natural hand made products. Lush believes synthetics. Lush offers customers the opportunity to feed their skin just like they will feed their bodies.

Lush has driven the market by offering superior customer service, innovative products and training the customers on how to use them. Shopping at Lush is an experience of its own, taking inspiration from how fruit sellers display their ware, Lush displays their products as if they were fruits and vegetables. Every making happy soaps.

To maintain the image, Lush has to ensure the products in the stores are the freshest they can be, keep the high quality of their products consistent and keep innovating new products every year.

Public Relations The Internal Stakeholders are all of Lush’s employees, managers and owners. To ensure that everyone is on the same page and has a clear understanding of Lush’s beliefs, vision and mission, there will be a meeting held quarterly. It is very important that employees have the same passion and enthusiasm about Lush as the owners. All internal stakeholders need to have a clear understanding of the IMC to make it a success.

The External Stakeholders are groups such as the media, local community, government and specialinterest groups. Since overseeing external communications can be challenging, Lush will hire a PR agency.

They will be in charge of preventing or reducing image damage, creating positive image building activities and writing press releases.

Cause Marketing Lush will donate $15,000 during skin cancer month awareness. These products will be displayed in the front of the store during the whole month. A different charity will be picked every year. Each customer will get a thank you card with the purchase and a pink cancer ribbon.

Green Marketing Lush already sells all natural beauty products and are very active in taking care of the environment. To continue with their goal to take care of the environment Lush’s shampoo pots will be made of 100% recycled materials and customers will be encouraged to recycle, by creating a marketing campaign that new products that require little to no packaging.

Social Responsibilities Lush police against animal testing They want to stop all animal testing; they have worked towards this for years and have been in the forefront of campaigns to prevent cruel, unnecessary testing. They believe there is no way to justify testing cosmetics or any of their ingredients on animals.

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Taking care of the environment 40% of their products are package free known as going “naked”. As for much of the rest of the products they are encased in plastic that is a 100% recyclable.

They use monitor sensors and monitor heat and light use in the stores. They have installed LED light and they have reduced 70% of energy use.

Sponsorship Lush will be involved with cancer charities. They will donate baskets with their skin care line to be auctioned at cancer fund raising events. They will participate in these charities twice a year. Lush will also auction a day in the life of a “Lushy” which consists of spa like package, where the winner will go to one of the stores for a beauty consultation and be given three products that best suits their needs.

Lush will also donate products from their skin care line to cancer hospitals that help people with low incomes. This will help to aid people with sunscreens and skin products throughout their cancer treatments.

The target market for Lush sponsorship will be females 25-50 years of age, interested in living or already living a healthy life style.

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9.1 Public Relations Budget

Public Relations Cause Marketing Green Marketing Sponsorships Cancer Charities Cancer Hospitals Total

2014 $15,000

$10,000

$25,000

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10.0 IMC Support In order for Lush to launch a successful marketing or advertising campaign some tasks have to be done prior. Identifying their target market and clear brand identity is very important. They have to make sure their In order for them to understand where they stand in the consumer’s mind, the market place and against competitors; marketing research will have to be performed. Marketing research will be done by creating surveys, focus groups and observing existing customers.

Once marketing research is completed Lush’s account manager will start working with an adverting company to design ways to communicate Lush’s message to their target market. Making sure Lush and the advertising company have a clear understating of the marketing goals and objectives is very important in order to be aligned. This is when the creative process starts.

All campaign and marketing initiatives will be tracked, along with the customer database. Tracking will start before the marketing campaign and continued after, this will help evaluate the effectiveness of the campaign and the most successful methods used.

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10.1 IMC Support Budget

Marketing Research Account Planning Evaluation Total

2014 $2,100 $2,800 $3,900 $8,800

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10.2 Database Management Data Warehouse them to predict future shopping behaviors and therefore make suggestions in the future. This information will be obtained mainly through the preferred customer card. In order to keep the contact list updated Lush will purchase updated contact lists once a year.

Data mining Data mining will be used to analyze buying behaviors. This information will be used when its time to redeem their preferred card points, the gift suggestions will be similar to their existing buying pattern. This will help them tailor to their customer needs and wants and have a more personalized interaction.

Data-driven marketing communications Data-driven marketing communication will be utilized by given online shoppers the option to create a sign in name and password at www.lush.com. This will make their online shopping experience more personalized, easier and quicker. When checking out they will have the option to save all their personal information like name, shipping address and credit card number, this will make the check out portion faster in the future. When they open an account all of their purchase history will be saved, this will help to make purchase suggestions, tailor samples and gifts. By making their online shopping experience seamless fun and positive, Lush can expect repeat purchases and customer loyalty.

Data-driven marketing programs The data-driven marketing program that Lush will use is permission marketing.

Permission marketing In order to ensure that Lush customers don’t receive unwanted email and mail which can be considered spam, Lush will give all customers a box where then can check off if they would like to receive information about promotional offers and news in the future.

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10.3 Market Research Surveys- Surveys will be used to analyze a sample group of Lush’s target market.

The following will be analyzed through surveys being conducted online and in-store.

Positioning research- to see how the target market sees Lush relative to competitors Customer satisfaction- these can be sent by email after an online purchase Brand equity- to evaluate how the brand is seen by consumers Focus groups- will be held Lush’s loyal customers; every six months.

Via focus groups; customer and product satisfaction can be analyzed in a deeper way and new products can be tested.

Observation- Conducted in-store Observing consumer behavior with Lush products in store will help give a better understanding. When people don’t know they are being watched their actions will be more honest and real.

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10.4 Account Planning Account planning is an essential part of the development of any campaign for this IMC. It is acting as the voice of the consumer inside the agency that will do the creative development work for Lush. This is the The account planner will make sure all the campaign strategies are being implemented with the IMC will be through a focus group with Lush’s main target market, with the intention to determine whether advertising objectives such as awareness, persuasion, recall, attitudes and opinions, beliefs about the product and intentions to buy have been achieved. The account planner will also ensure everything is ready on time for the launch of the campaign by monitoring the entire process.

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10.5 Customer Relationship Management For post purchase customer service Lush’s CRM system is going to be able to match in-store purchases with customer loyalty accounts. This system will be able to pull all their data, for example purchase history and familiar products all into an email. By doing this an email can be sent a couple weeks after the purchase, thanking them for the purchase and asking them if they would like to review and rate their purchase.

Customers will also be welcomed to call or visit any Lush store for questions, returns or exchanges.

To Lush, customer satisfaction is very important, that is why they are using Twitter, Facebook and Lush’s website to interact directly with their customers. A social media specialist with a broad knowledge and training in Lush products will be in charge of providing the highest customer service possible. The website will also be very helpful with lots of information such as, ingredients used, product reviews and ratings.

Lush will implement all these methods in order to increase the overall customer satisfaction and experience.

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10.6 Agency Selection The agency selected to handle most of the integrated marketing campaign communications materials is Advertiza. It is a mid-size full-service, fully integrated advertising agency with over 800 hard working and full time marketing fanatics. Advertiza is located in South Florida, which is where the main head quarters of Lush are located.

They specialize in making brands famous, turning brands around, and generating outrageous business. Their clients include Vitamin water, Betvita, B-cycle, Maybelline Cosmetics, Burger King and Microsoft. They did an anti-smoking campaign for TheTruth.com. They are also known for using viral marketing techniques, television spot for Microsoft featuring Jerry Seinfeld and Bill Gates.

In order to work as a team and for Advertiza to have a clear picture of what’s needed, Lush will be providing a plan, including their marketing and advertising goals. After making sure everyone is on the same page Advertiza will create all the creative pieces such as print ads, direct Mail pieces, TV and radio commercials and public relations services.

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10.7 Evaluation Evaluation for Lush IMC plan will be performed both internally and by the MVP agency. The marketing objectives and methods of evaluation are summarized below.

Market Share growth in market share. A random survey will also be conducted that hits the target audience. The number of new subscriptions to the Lush newspaper, preferred card and new accounts opened through the website will be compared prior to the campaign and after the campaign.

Corporate Image and advertising will be evaluated by doing attitude and opinion tests. A focus group session will be utilized to determine if the message resonated with the target audience. Concept and copy customers response, reviews and overall opinion of the brand.

Direct Marketing will be evaluated based on the number of sales leads generated and coupon use. The rates of email messages received and opened and the number of click through’s generated.

Consumer Promotions

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11.0 Strategic Planning Vision Statement: lifestyle.

Mission Statement: We believe natural is a way of life, our purpose is to ensure that our products are effective and made with all natural ingredients while being conscious of the environment.

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11.1 Strategies and Polices 1. Create a campaign emphasizing the use of all natural ingredients and Lush’s core beliefs (no animal testing, green policies, recycling methods).

Policies: The campaign will be advertised by print media and electronic media Be original, no mimicking or resembling competitors Portray brand in an accurate and truthful way The YouTube beauty guru must use products in order to portray the brand in a truthful and accurate way.

2. Incorporate Lush’s products into high-end department stores.

Policies: Lush stands will be located in the cosmetic section of the store All the products must be priced, packaged and displayed the same way as in Lush’s main stores.

Discount coupons from department stores will not apply for Lush products, but purchase with the department store card will earn points.

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11.2 SWOT Matrix

STRENGTHS S 1. Products are hand made with all natural ingredients: essential oils, natural minerals, and fruits.

2. Products can be used by adults and children.

3. Less packaging and environmentally friendly bottles.

4. Lush has loyal customers and a solid reputation for helping sustain the environment and using natural ingredietns.

OPPORTUNITIES- O 1. Attract customers that want environmentally friendly and natural products.

2. Going green trend.

3. Gaining new customers.

4. Bring brand awareness by emphasizing Lush’s core beliefs.

SO STRATEGIES 1. Increase awareness about the products being made with natural ingredients (S1, O1) 2. Launch campaigns emphasizing Lush’s no animal testing policy, caring for the environment and recycling methods (S3, S4, O2, O3) 3. Offer education on the many ways products can be used (S1, O4)

THREATS- T 1. Many competitors with low prices. (The Body Shop, Burt’s Bee and Origins).

ST STRATEGIES 1. Advertise the use of all natural ingredients and product quality (S1, T1)

2. Unstable economy, economic recession.

2. Advertise the importance and benefits of using natural ingredients (S4, T3)

3. Many substitute products in the market.

3. Bring more public awareness to the products that can be used by adults and children (S2, T2)

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WEAKNESSES- W 1. Unable to attract customers who don't care that much about purchasing environmentally friendly and natural products.

2. High priced products.

3. Minimal channels of distribution.

4. Not enough brand awareness.

5. Expiration dates on products.

WO STRATEGIES 1. Launch campaigns educating people on the importance of caring for our environment and using natural products (W3, O1) 2. Incorporate products into high end department stores (W3, O3, W4) 3. Offer promotions (W2, W4, O3) 4. Create a trade in program for expired products (10% to 15% off) (W5)

WT STRATEGIES 1. Create coupon cards (punch cards) for loyal customers (W2, T1) 2. Give incentives (coupons, free samples, discounts) for purchases from friends referrals (W4, T3)

11.3 Management Team Mark Constantine: Co-Founder & Managing Director; Mark was born in 1952 in Sutton, London. He trained in hairdressing and trichology at the Institute of Trichologists. He worked at an Elizabeth Arden hairdressing salon, and did some free-lance assignments with some of London’s premier hair salons. In 1976 along with his wife and friend Elizabeth Weir, he established a beauty business called Constantine and Weir which used to be the largest suppliers to the Body Shop. In 1988 he started a mail order business Cosmetics Moe Constantine: Creative force; Moe was born in 1953 in Warwick UK. In 1976 along with her husband and friend Elizabeth Weir, she established a beauty business called Constantine and Weir which used to be the largest suppliers to the Body Shop.

Elizabeth Weir: retail director; before Lush she was a beauty therapist. In 1976 she established a beauty business called Constantine and Weir, along with friends Mark and Moe Constantine which used to be the largest suppliers to the Body Shop.

Mark Wolverton:

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12.0 Corporate ID

LUSH

LUSH Cosmetics

LUSH Mark constantine Co-Founder & Managing Director, LUSH Global 584 Broadway, Suite 602 New york, Ny 10012 Phone: 561.980.4532

584 Broadway, Suite 602 New york, Ny 10012 Phone: 1.866.644.5874

Lush.com

LUSH

584 Broadway, Suite 602 New york, Ny 10012

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13.0 Advertising Campaign Samples 3 AD Series- Magazine

LUSH

naturally moisturizing Homemade beauty products with all natural ingredients.

Good for the environment and your face.

LUSH.com 50

LUSH

naturally refreshing Homemade beauty products with all natural ingredients.

Good for the environment and your face.

LUSH.com

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LUSH

naturally luminous Homemade beauty products with all natural ingredients.

Good for the environment and your face.

LUSH.com

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Direct Mail: Consumer Promotion

HANDMADE

Fresh Handmade Cosmetics Something for everyone in your family.

BAT H

FACE

HAIR

Bath Bombs Bubble Bras Bath Melts

Cleanser Toner Mask Moistarizer Shaving Cream

Shampoo Conditioner Treatments Hair Gels Henna

RECYCLABLE

WHY LUSH? Against animal testing Fresh ingredients Ethical sourcing Planet friendly Natural ingredients

* Your skin is your largest organ. 68% of what you put in your skin is absorbed into your blood stream. That’s why LUSH should be your #1 pick

LUSH

A natural pick for nourished hair and skin.

Handmade cosmetics with all natural ingredients.

HIGH QUALIT Y

LUSH.com

PRSRT. STD. U.S. POSTAGE PAID LUSH DIRECT MARKETING SYSTEMS. INC.

LUSH

584 Broadway, Suite 602 New york, Ny 10012

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Banner

LUSH

a natural pick for nourished hair and skin.

Click here for a free Sample

LUSH

Coupons

LUSH Friends & family Free Shipping at Lush.com.

Between June 1 & June 15, every time you shop. Just enter promotion code ship14 at checkout.

*Offer valid 6/1/14-6/15/14, not valid in previous purchases nor with purchases of e-gift certificates and gift cards.

LUSH Friends & family 10% Off in-store only.

Between June 16 & July 1 , one time use.

*Offer valid 6/16/14-7/1/14, not valid in previous purchases.

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Smart Phone App

LUSH Which shampoo fits your hair needs ?

Dry Hair Color Treated

Needs

Thick Hair

Curly

Combination Hair

Oily Hair

Limp Hair

Volume Needs Volume

Frizzy Out of Control

Flat with no body

Possible Results

LUSH Curly Wurly Shampoo

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I Love Juice Shampoo

Big Shampoo

Broadcast Media: Television Spot

LUSH

LUSH

LUSH

VO: Well look no further, Lush shampoos and conditioners made with all natural ingredients are here for you.

VIDEO: CU of products.

VO: Tiered of dried frizzy hair?

VIDEO: CU womans frizzy hair.

DRYNESS FRIZZ DULLNESS BREAKAGE VO: Dryness, frizz, dullness, breakage.

VIDEO: CU of words coming up on screen.

VO: Fight all signs of damage with Lush.

VIDEO: SLO MO of woman letting hair down

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VO: And whats the best part about Lush products.

VIDEO: MS woman turns around and walks towards camera.

VO: Look your best without the use of chemicals.

VIDEO: CU of woman brushing hair.

LUSH Cosmetics

LUSH

VO: They are handmade will all natural ingredients.

VIDEO: CU of woman holding Lush shampoo.

VO: For more information and store locations visit Lush.com VIDEO: Logo.

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Radio 30 second commercial: MAN:

Haven’t you heard that what you (EMPHASIS) put on your body is just as important as what you (EMPHASIS) put in your body?

WOMAN:

(EXCITEDLY) That’s why I use Lush Cosmetics.

SXF:

SHOWER TURNING ON

WOMAN:

All of their bath, face and body products are handmade with fresh, all natural ingredients.

Care to join me?

MEN:

Well…….. it’s obviously working for you, so I’ll give it a try.

ANNCR:

Go to lush.com for store locations.

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Press Release

CONTACT:

Lina Noriega 954 249-0633 Lina-noriega@hotmail.com

PRESS RELEASE FOR IMMEDIATE RELEASE: Lush says “Go Naked” and master the art of glowing skin and to-die-for hair New York NY, July 25, 2014- In today’s beauty and health conscious world, Lush is a cosmetic company that makes products with fresh and natural ingredients for hair and skin. They are leading a movement urging shoppers to go ‘naked’ by purchasing products free of packaging and rejecting cosmetics with luxury packaging.

Lush carries all kinds of products from solid and liquid hair products to face and body, with little to no packaging. “Packaging is rubbish and for too long we have had to suffer with excessive amounts of it,” obvious, customers are challenging manufacturers and retailers to cut the wrap. Companies like ours need to think outside the box and present customers with innovations that allow them buy truly naked products.”

Lush is very environmental conscious and by participating in the go “naked” campaign they are putting their with fresh ingredients, by hand, and at the same time you will be helping protect our planet.

For more information contact Lina Noriega at lina-noriega@hotmail.com ###

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Lina Noriega