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.