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'.
No comments:
Post a Comment