SlideShare a Scribd company logo
Lush cosmetics: how to be green and fun Mara Dalmazzo
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
History of the company ,[object Object],[object Object],[object Object]
Mission and Vision ,[object Object]
Mission and Vision Human rights : fair trade and respect of local communities Animals rights : cruelty free Environment  and sustainability
Mission and Vision   Fresh handmade cosmetics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product innovation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product innovation ,[object Object],[object Object],[object Object]
Placement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
People ,[object Object],[object Object],[object Object],Superior customer service
Packaging ,[object Object],[object Object]
Packaging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Promotion ,[object Object],[object Object],[object Object],[object Object],Unconventional  marketing approach
Promotion ,[object Object],[object Object]
Promotion ,[object Object],[object Object],[object Object]
Consumers “ Lush has developed a  loyal  and evangelical customer base” : customers buy because of the  brand value Customers  trust  the brand’s offers and promises Coherence + Commitment
Competitors
Latest news about   ,[object Object],[object Object],[object Object],Source: http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG160.htm
Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CULT BRAND
Thank you!

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Case study: Lush

  • 1. Lush cosmetics: how to be green and fun Mara Dalmazzo
  • 2.
  • 3.
  • 4.
  • 5. Mission and Vision Human rights : fair trade and respect of local communities Animals rights : cruelty free Environment and sustainability
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. Consumers “ Lush has developed a loyal and evangelical customer base” : customers buy because of the brand value Customers trust the brand’s offers and promises Coherence + Commitment
  • 18.
  • 19.