LUSH Cosmetics Flips Marketing on its Head

LUSH Cosmetics didn't always have the reputable and upright business model it has today. That's not to say that they've compromised their integrity, but the founders didn't start out with social issues in mind. In fact, Liz Weir and Mark Constantine went through a couple fledgling companies before LUSH was born.
To start, Weir and Constantine provided a large majority of the products sold by the Body Shop through their company Herbal Hair and Beauty Clinic. That is until the Body Shop decided that another company having ownership over the majority of their products didn't reflect well, resulting in a buyout. Next on the agenda was Cosmetics to Go (CTG), a mail-order business that had a successful start, but was not equipped to handle the orders they received. The first batch of customer orders were sent out late which meant that, by the time the next time catalog of products was released, people were afraid to order lest their products not arrive in a timely fashion. To save the company, which was financially set and had a good following, a perfume creator for CTG bought out the company. This left Weir and Constantine back at square one.

After turning down a few job offers (as a director of the Body Shop or at Marks and Spencer's), the duo queue put together all their ideas, along with fruit and veg, to take a fresh look at soap. Thus spawned their next venture into the beauty care industry under the temporary name, Cosmetic House. It wasn't long until that name was dropped for the universally-loved LUSH. Thanks to some smart connections from CTG, LUSH took off quickly in London. Now, with over 700 stores across 40 countries, Weir and Constantine have been carefully honing company ideals and messages to the LUSH we see today.

LUSH is known for their ethical practices regarding their handmade cosmetics, abstaining from animal testing and promoting social issues. Putting their worldwide platform to good use, the company prides itself on spreading awareness through articles, performance art (as pictured below), and window displays that connect to audiences on a visual level while simultaneously covering the social media side of things.

What they've done is created a brand that's known for their ethically-sourced ingredients and lack of animal cruelty. Their brand is guilt-free, pain-free, and aware of the impact that humans can have on the planet. According to Brandi Halls, Director of Brand Communications, "I like to call it the 'un-marketing' philosophy. We don't really consider ourselves content marketers so much as we tell people what we do." In an interview with Inc., Halls elaborates on their "non-marketing" strategy, stating that LUSH adopted their content to reflect what consumers were asking for: unfiltered storytelling.

As of May 2016, the LUSH website underwent a serious overhaul, focusing on providing blocks of information rather than flashy product ads, covering everything from product ingredients to vying for changes they'd like to see (put a stop to grouse shooting). Additionally, the brand has begun to well and truly immerse itself in social media by creating content for Youtube, Instagram, and Snapchat. Stories featured on their website can be found in full on their new app.

A photo posted by Lush Cosmetics (@lushcosmetics) on

Other companies constantly attempt to pick up facts and habits about their consumers through vast amounts of studying. From "non-marketing," LUSH has found a way to connect with consumers on a realistic, impactful level; one that allows a two-way connection to be made. LUSH has taken the initiative by offering up the core of their brand and absorbing the feedback to create an ever-changeable identity.

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