Appendix List:
Appendix 1: Competitor Analysis Lush
1. Consumers
The Lush customer is interested in sustainability, animal rights, and ethical practises, has a sense of humour and is politically left-wing (Lush, 2019 a).
2. Place
Online The product imagery is simple and the branding has an unstaged, natural feel. They also feature video clips to show the product in use for customers to get a better feel for the product features. The web-site includes a very in-depth policy page and showcases customer reviews clearly for each product re-sulting in a very transparent marketing approach (Lush, 2019 a). App The apps purpose is to showcase the latest innovations, news and updates from the #LushCommuni-ty. It also allows insight into developments across products, communication and technology. This gives customers a sense of belonging to make them feel valued by the brand (Lush, 2019 b). Spas Lush also offers spa services in 8 locations across the UK that focus on body and mind. This gives cus-tomers an experiential offering to enrich the brand’s value propositions (Lush, 2019 a). Stores Lush has over 900 stores in 49 countries (Burn-Callander, 2015).
3. Product
All products are 100% vegan, tested on animals. The brand profit charity products. They cosmetics online and putting offering by invit-ing them to suggestions.
handmade, ethically sourced and are not also show altruistic values through nonpride themselves on offering the freshest the customer at the forefront of their product give opinions on new launches and new product
Lush also offers colourfully wrapped gift sets, seasonal items and compilation albums as part of their product range. This helps to broaden their offering to appeal to a wider set of customers and increase sales potential. The brand also responds to customer needs by re-releasing products from the past as limited edition products. In terms of their packaging-free makeup range they sell: • Highlighter • Foundation • Concealer • Lipstick • Primer
4. Price
Other sustainable products include 78 plastic free products and vegan makeup. All products are given humorous names to make them memorable to the customer and strengthen Lush’s fun brand image. (Lush, 2019 a) • Refillable lipstick: £10-£12 (£8 for case) • Plastic free foundation: £17 • Plastic free concealer: £12 • Plastic free highlighter: £12-12.50 • Liquid eyeliner: £15 • Mascara: £15.50 • Translucent powder: £15 • Primer: £10-£26 (Lush, 2019 a)
B.E.A.M bettering environment and mind
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