Lush as a trendsetter on the natural cosmetics market


Lush as a trendsetter on the natural cosmetics market


Launched officially in May of 1995 by Mark Constantine, a trichologist and Liz Weir, a beauty therapist, Lush, a company specialized in fresh hand-made cosmetics prides itself on being a constantly innovative company. The group was created with the objective of introducing fresh fruit and vegetable ingredients into products' but also to provide cosmetics which are non-tested on animals.
All the products they offer are made in order that everyone can find what he or she wants exactly in the shops.
A company with strong values which are the keys of its success

Lush considered as a campaigning company is always trying to be involved either for the fight against animal testing or for the protection of the environment.
Using its mission statement for its decisions as a big company is part of Lush's philosophy.

The group will never test cosmetics on animals that is why it creates hand-made products and buys fair-trade and organic ones.
As Lush directors say : « Fighting animal testing should be more than a slogan; it needs to be a genuine practice ».
In order to demonstrate their commitment in this fight, Lush decided to offer the LUSH Prize to reward individuals working in the field of cruelty-free scientific research, raising awareness of this issue. This Prize will continue until all animals testings' have been replaced.

Lush also insists on finding ingredient suppliers who respect the same values, which means that they want to know where the ingredients come from and how they are produced.

Lush takes part in various campaigns such as the « Ban your bag » campaign to stop the use of plastic bags for the respect of the environment but also the « Freedom to marry » campaign for the protection of  human rights. At Lush, all employees are considered equal so it seems important for the company to fight for marriage equality.
By using these principals, it will help the company to stand out on a saturated market.

Lush: a story of innovation

Despite the fact that Lush is facing competition with The Body Shop, the brand is now present in more than 50 countries and has a turnover of 450 million euros.
Regardless of its competitor, the group has a competitive advantage because it remains independent, unique, economically savvy, and creative, setting it apart from the rest in the beauty industry.
Packaging:
Creating naked and packaging-free products at Lush is key for the company. The group tries to sell as little packaging as possible in Lush shops in order to have a good impact on the environment. You can easily find products without packaging such as solid shampoo bars, which allows people not using shampoo bottles and thus reduces waste.

Between 2007 and 2008 employees at Lush Cosmetics were naked for the purpose of spreading awareness and getting people more involved to shed their excess packaging. As a company they feel it is their responsibility to be as ethically accountable as possible.

Diversification: 
Lush is also a renown company all around the world for its innovative presentation of its products and its innovating and large product range such as massage bars and products sold for special events like Christmas and Halloween.

    Santa Claus soap                                                                                                  Massage bar


Moreover the brand insists on the positive effects on the body that have its products.
Lush offers different products depending on your skin like the body lotion called « Dream cream » for troubled skin or the products for oily and sensitive faces.

Testing the Let the good times roll product

 By buying this cleansing face I really wanted to ensure the quality of Lush products and the effects on the skin. My conclusion is that this cleaner is particular because it is composed with grains of popcorn which differentiates it from its competitors.
The major drawback of this product is the price. By offering quality products which are respectful of the environment, the price is higher than any natural product.

We will see in the future if Lush is going to resist and if its success will remain sustainable.


Laurine V.

Comments

  1. Unknown31 October 2015 at 05:26

    I really appreciate the fact that Lush provides cosmetics which are non-tested on animals. The brand proposes an alternative for vegan people. At the same time they use the argument 'organic product' to increase the price of their products. As veganism is becoming more and more significant, Lush has found an attractive niche strategy.
    Audrey D.

    ReplyDelete
    Replies
    1. ngtbusinessblog2 November 2015 at 10:44

      Yes you're right.I think it's important for a company to distinguish itself from the competitors and Lush has fully understood this.
      In addition to this characteristic,like you I appreciate companies with values such as providing cosmetics which are non-tested on animals and this principle should be mandatory.
      This makes Lush so special on a saturated market.
      Thank you for your comment.

      Laurine V.

      Delete
  2. Unknown21 November 2015 at 02:41

    Hello Laurine :)

    It is great that you chose this company because its products are very controversial. I have recently watched an investigation film on Lush "dirty practices" made by a French journalist, consequently, I think that Lush misleads its customers. There is a lot of polemics about the use of paraben, even the most carcinogenic one, under non-regulatory names, or colorants tested on animals, environmentally unfriendly or toxic. I have just found a blog where it is quite well explained. It is in French, but the girl uses the same examples as in the film.

    Here is the link:
    https://veggienights.wordpress.com/2013/02/08/lush-l%E2%98%A0in-detre-clean/

    ReplyDelete
  3. ngtbusinessblog21 November 2015 at 04:23

    Hello Kristina,

    Thank you for your comment and for the link below.As you said Lush is very criticized for its use of paraben or some products likely to cause skin cancer or something else but if we start to compare the practices of each company we will be shocked to find some "dirty practices".I know that Lush is not perfect but I think that the company tries to do its best everyday life to have a better impact on environment.
    But I agree with you in the sense that actually no company is perfect.

    ReplyDelete
  4. ngtbusinessblog21 November 2015 at 10:31

    Hello Laurine,
    I agree to what is said in this article. There has been an increase in demand for green cosmetics these last few years. More and more people seek to have more responsible and healthier consuming habits and Lush has understood that trend. As you said, price is a major drawback. There are no reward cards either: I do not think it encourages people (especially students) to buy organic products. However, I do think Lush is the best brand in the green cosmetics segment. It is an activist brand who go beyong marketing do not hesitate to launch controversy campaigns to inform people on current issues such as the Transatlantic Treaty or animal testing.

    Irène L.

    ReplyDelete
    Replies
    1. ngtbusinessblog30 November 2015 at 05:06

      Hello Irène,

      Yes Lush is the most healthiest company that I know and do not focus most of its product on packaging contrary to other companies.
      Moreover, I think they have to reduce the price if they want to attract more and more people especially young people.

      Thank you for commenting,
      Laurine V.

      Delete
  5. ngtbusinessblog28 November 2015 at 07:27

    Hello Laurine,

    I found your article very interesting, I really like this company. Every time I visit a Lush shop I want to touch and buy everything because their products look very attractive, they are very coloured and nice-smelling. However, I think Lush is successful thanks to the use of an efficient sensory marketing strategy but as said previously, their products are very expensive and use a lot of harmful ingredients and if we look deeper, It's very easy to find healthier and cheaper products than Lush ones. Personally, I buy Lush products because I like their design but If I want to buy real natural cosmetics I choose other brands which offer products 100% made with organic ingredients.

    Sarah T.

    ReplyDelete
  6. ngtbusinessblog30 November 2015 at 05:13

    Hello Sarah,

    Yes every time I go in a Lush shop I also want to buy all the products and they smell great.The fact that the products are offering a good smell is a strategy for Lush to attract people,I agree.If people go past a Lush shop you can be sure that they will come in.
    But contrary to what you said about the other products, I don't know if there are really 100% natural products I mean when you go in a supermarket and look on the back of a product you will rarely see 100% of natural ingredients except if it's homemade.

    Thank you for commenting,
    Laurine V.

    ReplyDelete
  7. Anonymous21 February 2016 at 11:17

    Hi,

    You are using a copyrighted image of mine, could you please remove it immediately. The original XXX photo can be found here - http://www.crazyblondegal.com/2014/11/lush-5-new-massage-bars.html

    Thanks,

    ReplyDelete
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    ReplyDelete

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