The document discusses Lush Cosmetics' plans to increase awareness and sales of their makeup line. It provides an overview of the Lush brand as a producer of handmade, natural skincare and bath products. While Lush's skincare and bath products are very popular, their makeup line launched in 2012 has not produced any best sellers. The document aims to understand Lush customers and identify opportunities to better promote the makeup line to take advantage of the growing natural cosmetics market.

1. L U S H C O S M E T I C S
C O M M S P L A N N I N G

2. I.
Lush brand overview
II.
Consumer insights & journey
III.
Goals and strategy

3. W H AT W E K N O W
LUSH

4. A L L N AT U R A L S K I N C A R E
- H A N D M A D E
- F R E S H I N G R E D I E N T S
- C R U E LT Y F R E E
LUSH is:
Lush products are 100% vegetarian. They are 83% vegan and 60% preservative-free (though these numbers fluctuate)

5. L A U N C H E D I N 1 9 9 5
T H E B R A N D ' S B E S T
S E L L E R S R A N G E
F R O M S K I N C A R E T O
B AT H P R O D U C T S

6. S K I N C A R E & B AT H
P R O D U C T S
popular
M A K E U P
not too popular

7. L U S H ' S M A K E U P
L I N E L A U N C H E D I N
2 0 1 2
!
N O P R O D U C T S F R O M
T H E M A K E U P L I N E
A R E B E S T S E L L E R S .

8. B E S T S E L L E R S ' C AT E G O R I E S :
bath
!
shower
!
hair
!
face/skincare
!
body

9. I N C R E A S E L U S H S A L E S B Y X %
B Y I N C R E A S I N G AWA R E N E S S
O F L U S H ' S M A K E U P L I N E
O P P O R T U N I T Y
H O W C A N L U S H C O M P E T E I N
T H E G R O W I N G M A R K E T O F
N AT U R A L C O S M E T I C S ?

10. W H AT W E K N O W
consumers:

11. S K I N C A R E A N D M A K E U P
P U R C H A S E D E C I S I O N I N F L U E N C E R S
family & friends
websites
samples
influencers

12. KEY INSIGHTS
6 0 %
T H E % O F W O M E N
W H O C H A N G E T H E I R
B E A U T Y P R O D U C T S
E V E RY T H R E E M O N T H S
O N AV E R A G E
B E A U T Y S H O P P E R S
TA K E A C T I O N A F T E R
WAT C H I N G B E A U T Y
V I D E O S
4 1 % L O O K E D F O R M O R E
I N F O R M AT I O N O N
P R O D U C T S A N D 3 8 %
V I S I T E D S T O R E S T H AT
S E L L B E A U T Y
P R O D U C T S