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- 1. Taylor Canfield | ADV 420
- 2. What is Lush Cosmetics? “Cosmetics that dare to bare” Lush is a company dedicated to making homemade, natural, cruelty-free cosmetics- from bath bombs and shower gels, to hair products, fragrances, skin care and makeup. The Focus Group: Promote Lush Bath Bombs via digital marketing strategy.
- 3. The Ethics and Campaign of Lush Cosmetics • Company Values – Fresh – Handmade – “Naked” – 100% Vegetarian – Against Cruelty-Free – Ethical Buying • Educate target audience about Lush Cosmetics – What is Lush? – How bath bombs are a unique and refurbished “bubble bath” – Skin Benefits
- 4. The Target Audience • Gender – Male or female, children and adults – Primarily women • Age – 18-45 years old • Income – Middle to upper class • Goal – Utilize natural/cruelty-free cosmetics – Improve skin condition
- 5. The Intent “Soaking with our eye-catching creations for the bath is a fun and luxurious way to get clean” • Increase Sales & Educate – By targeting a certain audience through social media, it spikes interest and promotes more in-store and online traffic, thus resulting in a greater number of sales. – “Try before you buy” notion creates a more comfortable environment for first- time customers. • Promotions and giveaways
- 6. Advertising and Marketing • Lush spends nothing on advertising • Social Media – Gives the ability to connect with the target audience in real-time. – 4M Instagram followers – 1.2M Facebook followers (North American page- excludes Europe and individual cities) – 284,680 Youtube subscribers (North America) – 324K Twitter followers (North America)
- 7. Advertising and Marketing Continued • “Word of Mouth” Marketing – Example: A current trend is posting videos to social media of your bath bomb as it fizzes and disintegrates into “art”. • Google – “Lush” • Avg. Monthly Searches: 2,240,000 – “Lush Cosmetics” • Avg. Monthly Searched: 165,000 – “Lush Bath Bombs” • Avg. Monthly Searches: 301,000
- 8. Digital Marketing Strategy Timeline 0-3 Months • Determine customer lifecycle (loyalty, knowledge, satisfaction, advocacy, etc.) • Expand online environment and evaluate digital footprint • Increase followers and initiate connections • Increase sales by 2% 4-6 Months • Carry out digital media expansion • Increase traffic on social media (+mobile) • Promote gaining customer feedback • Breakdown customer service improvement • Increase sales by 5%
- 9. Digital Marketing Strategy Timeline Continued 7-9 Months • Promote brand loyalty – Rewards and subscription promotion • Increase “ad” output on social media – Contemporary, eye-catching, vibrant • Increase sales by 8% 10-12 Months • Increase brand power – Ethics – What does the company stand for? • Extend networks via follower networks and social communities – Continue Ad output and increase customer relationships – Monthly giveaway/Promotion • Example: Mention Lush in a tweet/post a photo related to Lush on Instagram, winner will receive a free bath bomb • Example: Buy one bath bomb get one half off • Increase sales by 10%
- 10. The Conclusion • Projected 25% growth for fiscal 2017 • Expansion of stores • Digital Marketing Strategy – Rely on digital media and target audience interaction/word of mouth marketing, as well as CSR campaigns, no animal testing, the Green Initiative and a thoroughly informative website. – Measure success through satisfaction feedback, customer interaction and sales