The introduction discusses Lush, a cosmetics company founded in the UK in 1995 that is known for its fresh, handmade products and social activism. It promotes environmental and social causes. Lush appeals to consumers interested in these issues and who see the brand as representing their ideal selves. Advertising for Lush could highlight its stances on issues to attract consumer innovators open to new ideas and who want to support such causes through their purchasing choices.

1. The introduction of Lush
 Was founded by Mark Constantine and Wiz Weir in
the United Kindom in 1995
 fresh handmade cosmetics and personal care products
 more well-known for its values and stance on social
issue
 environmentally and socally friendly

2. Question 1 The Freudian Theory
If Lush were to release a
campaign with call to action
such as ‘Pick one up now, you
deserve an indulgence’ which
of the three Freudian systems
would it be appealing to?
Explain with reference to
Freudian theory.
ID
I really want to get
•totally unconscious;
•has no contact with reality
EGO
I can get
•exact a balance between the impractical
hedonism of the id and the equally
impractical moralism of the super-ego;
•the part of the psyche that is usually
reflected most directly in a person's actions.
SUPEREGO
I should get
•the moral component of the psyche;
•no special circumstances in which the
morally right thing may not be right for a
given situation

3. Indulgence
The habit of allowing yourself
to do or have whatever you
want, or allowing someone else
to do or have whatever they
want

4. ID
pleasure principle
the completely unconscious,
impulsive, childlike portion of
the psyche
source of basic impulses and
drives
seeks immediate pleasure and
gratification
The connection

5. Brand personality and self-image
Actual self-image
The individual’s own
understanding of his or her
actual situation
Ideal self-image
Expresses their personal
aspirations for the
development of personality
of themselves

6. Brand
personality
 Why you buy this product to a large
extent you admire or agree on what
that product represents
 What does represents mean?
You want others to form an
evaluation on you because
of this buying behavior.
 Buy some products because of the
brand is a kind of buying behavior in
which
1 You buy the products to show your attitude
or personality
2 you agree with the personality of that brand

7. The GAP
Actual
self-image
Ideal
self-image

8. Some products of Lush

9. Do you think Lush customers are consumer innovators? Explain with reference to the
case and what you have learned in this chapter. Also consider how an advertising
campaign might be different depending on whether it targets consumer innovators or
not.
 what characteristics does consumer innovator
have?
 open-minded
 outgoing
 have knowledge and interest in product area
 be an opinion leader and more socally
integrated...etc

10. Considering how an advertising campaign might be different
depending on whether it targets consumer innovators or not.
 Lush
 Lush supports some
social issues like
animal protection,
avoiding animal
testing.
 become the brand
image
 Lush's Consumers
 interested in becoming
involved in campaigns
against animal testing
or environmental harm

12.  Sincerity:
(Down-to-earth, Honest, Wholesome, Cheerful)
 Excitement:
(Daring, Spirited, Imaginative, up-to-date)

13. Competence:
(reliable, intelligent, successful)
Sophisticating:
(upper class and charming)
Ruggedness:
(outdoorsy, tough)

14. Reference list
Hothersall, D, 2004, "History of Psychology", 4th ed., Mcgraw-Hill:NY p. 290
Heffner, Christopher, 2011, "Freud's Structural and Topographical Models of Personality". Psychology 101.
Retrieved 5 September 2011.
Hollenbeck CR & Kaikati, AM 2012. "Consumers' use of brands to reflect their actual and ideal selves on
Facebook." International Journal of Research in Marketing 29.4 (2012): 395-405.
Lush Australia, ‘History of Lush’ (2012a) <http://www.lush.com.au/shop/info/4/about> viewed at 22th
September
Lush Australia, ‘Our Environmental Policy’ (2012b) <http://www.lush.com.au/shop/info/22/our-environemental-
policy> viewed at 22th September
Malär, L., et al. 2011. "Emotional brand attachment and brand personality: the relative importance of the
actual and the ideal self." Journal of Marketing 75.4: 35-52.
Kate Letheren, ‘You get me: Personality and self-concept in consumer behaviour- the case of Lush’ (2012)
viewed at 22the September