Promotion

Lush is a unique company in that it rarely uses advertising as a form of Promotion. This key element of the 7ps is implemented in different ways. Lush relies on the customers communications to market its products through word of mouth and customer loyalty. This means the people who are likely to want to consume their products will hear from an existing customer, which can grow their target market.

Lush also uses Social Media as a form of Promotion to communicate their products to customers. Mediums such as Instagram is very popular with the customers of Lush as they can show off their purchases in a very aesthetically pleasing matter. 

( Click below Image to go to Lush's Instagram page)

Lush also promotes its brand with Protests or Campaigns on the companies Values.
In 2007, Lush launched its Go Naked Campaign which showcased employees 'Naked'. This was used to highlight Lush's commitment to reducing waste through eco-friendly packaging. It has since been used again, this time to encourage self acceptance and positive body image, partially in women. This campaign is relevant to the current times, with body image consistently being under pressure and therefore this campaign positively promoted Lush products and the companies brand values. By doing these campaigns, Lush effectively uses Promotion and People elements of the 7ps.

Lush Prices

Lush is identified in the market place as being a luxury brand that produces exclusive products. The elements of the Marketing Mix strategies positions Lush as providing good quality products with excellent customer service. This high level of quality adds value to the products which other cosmetics companies may not have. This therefore means Lush are able to set their own prices slightly higher than their competitors and still be profitable.

Lush does not participate in having sales promotions, having only on occasions, such as Boxing Day, or Black Friday in US. This is due to the stock having a short self life and therefore is not store long enough to merit a 'sale'. However when Lush does have its 'Big Sale Extravaganza' this sales promotion is very popular with customers as they are able to buy Christmas stock at half price. This also benefits Lush as the Christmas products are not likely to last until the next year. By doing this, Lush enforces the Promotion and Price elements of the 7ps.

Lush Product Range

Lush is known for their passion in producing in 'Fresh Handmade Cosmetics'. The cosmetics industry has many big brands that are heavy criticised for using unnecessary chemicals, and this is where Lush can differentiate itself and stand out from the big cosmetic companies.

Lush is famous for being one of the main companies to produce and popularise the Bath Bomb. Lush produces what seems like millions of different varieties of Bath Bombs in many colours, smells, shapes and sizes. The introduction of the Bath Bombs into mainstream retail inevitably gave Lush a large cult following, however this is not the only product Lush produces.

Lush also produces a wide range of soaps, shampoos, shower gels, creams, scrubs, masks and many many other cosmetic products. It is important that the product appearance be appealing to the customer to encourage them to make a purchase, and this relates to the Physical Evidence element of the 7ps.

Lush products are often very distinctive, and also have unique names. Lush names all their products with tongue-in-cheek references. This also makes Lush products different and will entertain customers.

Lush were also responsible for the worlds first 'Solid Shampoo Bar', and the unique product 'Toothy Tabs' which is a type of solid toothpaste.

In 2012, Lush introduced a new product range named 'Emotional Brilliance' in which they started to produce make-up products. This is a prime example of a company expanding into new product development to remain relevant and successful in the market place, with links to the Product element of the 7ps.

Lush Brand Values

A brand can be defined in many different ways. According to de Chernatony, a brand can be defined as a 'Cluster of Values' (de chernatony, 2009). Lush's is a forward thinking, modern company and their brand values are essentially what makes the company unique and popular. They have very strong stances on many different issues, and they use this as their unique selling point. 

The 'Fresh Handmade Cosmetics' motto is referenced often when discussing Lush's brand values. Their products are made from fresh materials and are sourced from local farms, markets and florists. All products are also suitable for vegetarians, with the products range expanding to be suitable for Vegans. This links to the Product, Process and People elements of the 7ps as customers are informed of what the product are made from and can trace their production. This also can create customer loyalty, especially when customers know their needs and beliefs are being catered too.

Lush has a very strong and very public belief on anti-animal testing. Their products are never tested on animals, and Lush goes one step further by refusing to buy materials from producers that do. They also make the suppliers they do buy from, sign a contract ensuring that they never test the products on animals. This strong brand value differentiates the company from many other cosmetics companies and appeals to the customers personal values and beliefs. Lush often publicly campaigns against animal testing, often with positive feedback. However they did cause controversy with a protest which a appeared a woman being animal tested on in a shop window. (See below video.)

This protest was widely publicised mainly due to its graphic and shocking images. Therefore this gave Lush further promotion and also spread awareness of their cause which engages more customers. This all links to the Promotion and People elements of the 7ps.

The below video gives further detail into all of Lush's Values, appropriately titled 'We Believe'.

Naked Packaging

Lush has a unique green stance on packaging, with the policy of using minimal to no packaging with the goal to cut down environmental waste. This means Lush can differentiate themselves from competitors. 

Lush dubbed the term 'Naked Packaging' which according to their website means 'when we say naked we are referring to the products you can buy with no packaging at all' ( Lush, 2016).

When products are purchased, such as soap, it is cut and wrapped greaseproof recyclable paper. Bath bombs have no packaging at all, with the customers receiving a simple paper bag to place them in. When products have to be packaged for easy and sensible transportation, such as gels and creams, the packaging is the recycled and reusable Black Pots. To encourage these black pots to be reused, Lush offers a free face mask to customers who return 5 pots back to the store to be reused. This builds on the customer loyalty and also shows the commitment of the company to achieve its eco-friendly goals. This also motivates customers to recycle themselves and spreads awareness.

Lush also has a unique trade mark of every product having a sticker which has a picture of the employee who handmade the product, with details of expiration and manufacture. 

Packaging is very important for a company and is largely linked to Product within the 7ps. As Lush's packaging is very minimal for a relatable cause, it is a clever marketing strategy, engaging with the customer's values and identifying themselves unique to their competitors.

The Lush Experience

'You walk into a retail store, whatever it is, and if there's a sense of entertainment and excitement and electricity, you wanna be there.' ~ Howard Schultz, Starbucks CEO

Lush stores are mainly based in cities, with 105 stores across the UK and more than 900 stores in 49 countries. This worldwide retail presence is highly beneficial for the company, and has effective distribution of goods. Lush also has an online presence with the ability for customers, who many not be able to get to an actual Lush store, to still be able to purchase their products. Lush products are exclusive to the company, and does not supply any of their product range to separate companies meaning customers must buy directly from Lush. This Retailing is all linked to the Place aspect of the 7ps.

When shopping in the city, it is very difficult not to be lured into Lush store. The strong sweet smell and the bright colours incises customers in. When in the shop the sensory experience continues. With all the bath bombs, soaps and creams un-packaged and on display, you can touch, smell and even sample the different products before you purchase. 

The Lush employees are well trained in the products, and are able to assist customers with an extremely friendly manner. They demonstrate products regularly, and can provide satisfaction to customer needs. This relates to the People element of the 7ps. This high level of customer care is very important to a company as the employees are the face of the organisations and are who the customers are going to be influenced either positively or negatively. This is all true of Lush as in 2015, the company topped the Which? Magazines customer service poll on 100 top brands. According to Which? 'Shoppers love handmade cosmetics firm Lush for its happy atmosphere and welcoming staff. It tops our table with a customer service score of 89%' (Which?, 2015)

This also creates a relationship between the customer and Lush, with the customer feeling valued and likely to communicate positive statements, whether on social media or word of mouth, which is also considering the Promotion element of the 7ps.

This good image Lush can present purely from the customer being in the store, can be highly beneficial to the company as it provides media coverage which is basically free advertising, and can also create customer loyalty.

In select locations across the UK, Lush also has the addition of the Lush Spa, which according to the Lush website, will take you on a sensory journey. This further enhances the customer experience, and continues to portray the healthy and natural brand image.

Lush Brand Identity

Lush was formed after former suppliers to the company The Body Shop, identified there was a gap in the market and became a new separate and exclusive retailer organic cosmetics.

Starting out under the name the Cosmetics House, they opened their first store in 1996. The name was then re-branded as LUSH after hosting a competition with customers. By doing this re-brand, Lush engaged with the target audience of working woman aged between 18-45 years with a healthy lifestyle, which links to the People and Product elements of the 7ps. The new Lush name also links to the products attributes with definitions of being green, luxurious and, according to the Oxford Dictionary 'providing great sensory pleasure'.

The below image is the original Lush logo.

This logo also links to the products and the personality of the company. By using bold font, and bright yellow and green colours, it references having a fresh, youthful and strong image, with the green especially representing the company's strong focus on being eco-friendly.

The Lush company motto is to produce 'Fresh Handmade Cosmetics'. According to Forbes recognisable company motto is important because 'A good tagline helps set you apart from other companies that provide similar products' and 'have the potential to build value over time' ( Forbes, 2014). This gives the company a direction and employees drive, as the feel empowered as the products they sell are what the company set out to do. It also tells the customers the brands identity and gives them something to identify with.This is good marketing by Lush as they can create customer loyalty and recognition by 'Integrating consumer’s personal values into their brand identity' (de Chernatony & McDonald, 2003). The Motto directly references the Products produced by Lush, and the Process of the goods being products, as mentioned within the 7ps.