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.
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.
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