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.
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