This was a final presentation that I made for a Media Sales course at the University of Illinois. My assignment asked me to design a promotional plan that would reach more male consumers to the brand. Creating a rebranding of Lush cosmetics required creativity and market research about the industry as a whole.

1. LUSH
Fresh Handmade
Cosmetics
By: Andy
Swinkunas
B2C Sales Final Presentation

2. WE BELIEVE IN…
Lush Cosmetics is a Stand alone in beauty industry
• Lush believes in making effective products from fresh organic
fruits and vegetables, the finest essential oils and safe
synthetics
• Lush believes in buying ingredients only from companies that
do not conduct or commission tests on animals and in testing
our products on humans.
• Lush believes in happy people making happy soap, putting our
faces on our products

3. FOR THE SOCIALLY CONSCIOUS CONSUMER
The company stands unique from the others in the industry
through its green behaviors and vocal anti- animal testing
procedures. having eco-friendly packaging Using organic
materials to make their products are just a few steps being
taken to be a more Socially Responsible Company
Frequent Consumers Demographics
• Women Aged 18 to 35
• Working Professionals
• $80 - $100K salaries
• Seeking healthy lifestyle Products
• Value Social Responsible Business Practices
THIS COMPANY HAS A STRONG NICHE MARKET.
HOWEVER, UNLIKE IT’S COMPETITORS IT ONLY HAS
STRONG BRAND LOYALTY FROM WOMEN (NOT MEN)

4. WHERE ARE THE DUDES?
Men are a potential demographic that can equally benefit
from LUSH products
Men in this Millennial age group identify with a lot of
same moral values that Women and LUSH practice.
Competitors like The Body Shop, 100% pure, Sabon,
Burt’s Bees all see more sales coming from Men than
Lush does.
The reason that not enough men shop at Lush is
because of the way marketers advertise the brand.
There are stereotypes attached to Lush for being a
more feminine brand

5. WHAT SETS US APART
US
We utilize special niche marketing to
our customer base whose purchase
decisions are based on corporate social
and ethical responsibility
Chain of more than 800+ stores across
50 countries worldwide focused on
upscale range of cosmetics
Lush gives back to the society with
strong campaign initiatives
The packaging expenses and impact
are minimal
Them
Are brands that have a high consumer
diversity (Ex. Gender, Age, Race)
They offer alternative luxury and natural
products to consumers
Pure products offered at LUSH will have
the specific storage requirements that
some might not want to deal with
Offer a familiar brand name for these
cosmetics that LUSH does not have in
the marketplace

6. A STRONG MARKETING PUSH TARGETED FOR MEN
Customers need to have these safe and natural
alternatives because they help fight the problem of
unethical corporate practices.
The quality and ingredients that go into LUSH product
reflect the responsible and safe- alternatives to
everyday hygiene essentials.
According to Nielson, 55 % of global Millennial
consumers answered that they are “willing to pay
more for products and services from a company that
is committed to making positive impacts on society
and the environment.”
Millennial customers don't think twice about the price
difference because they know they're paying for
quality, as well as sustainability.

7. MEN ARE GOING
TO LOVE LUSH
•KNOWING THAT WE HAVE A GENERATIONAL GROUP
WITH MORAL AND SOCIAL RESPONSIBLE WHILE
THEY SHOP - WE ARE WILLING TO PAY THE HIGHER
PRICES FOR THESE PRODUCTS THAT WILL FULFILL
OUR NEEDS.
•WE ARE MEETING THE NEEDS OF CONSUMERS
THAT ARE EQUALLY CONCERNED ABOUT SOCIAL
AND ENVIRONMENTAL RESPONSIBILITY WHILE
PURCHASING PRODUCTS.
•BEING ABLE TO CONNECT WITH THIS MARKET WILL
ALLOW FOR INCREASED NUMBER OF BUYERS .
•LUSH PRODUCTS CAN BE A PRODUCT THAT
EVOLVES INTO HAVE COLLECTION THAT MEET THE
NEEDS OF THE MEN AND WOMEN COSMETICS
MARKET

8. More Supporting
Data

9. SALES TACTICS
Routine sampling of products would be
beneficial to increasing sales.
This strategy would help satisfy curiosity about
a new product and inform them about male
products available
In order to have new customers take interest,
reaching out to them can create a connection
and chance for introducti

10. SALES TACTIC 2
MORE SOCIAL MEDIA IMPRESSIONS
•Making a social media impact can enhance
interaction by creating online offers through each
Individual Impression
•Personal experience stories and creating social
approval amongst men for product use will be the
next step
•Using the product as promotional advertisement,
it will generate brand recognition and reach more
target demographics

11. LUSH’S SOCIAL MEDIA PRESENCE IS
CRUCIAL
57% OF COMPANIES THAT
USE SOCIAL MEDIA
PLATFORMS TO SELL, USE
TWITTER
CONNECTIONS AND INTEREST
IS GENERATED ON THE PAGE
VISIBILITY OF A MALE
COLLECTION WILL GENERATE
INTEREST AMONGST THE
CONSUMERS

12. SALES TACTIC 3
CREATING A LINE THAT WOULD FEATURE MEN
AND WOMEN IN ADVERTISING COULD REACH
MORE CONSUMERS FROM BOTH GENDERS
“WILDERNESS ADVENTURE PACK”
PROMOTING THE MASCULINE COLLECTION AND
PARTNERING WITH A NONPROFIT THAT
APPEALS TO MEN’S INTERESTS WILL INCREASE
SALES AND RECOGNITION
END OF SUMMER/SCHOOL YEARS BEGINNING
CAMPAIGN
HAVING PRESS COVERAGE AND SOCIAL MEDIA
UPDATES ABOUT THE PRODUCT RELEASE WILL
GET PEOPLE THINKING ABOUT BUYING

13. IT’S MORE THAN A
PACK,
IT’S A LIFESTYLE CHANGE
• SELLING A PRODUCT TO MEN WOULD BE AN
EXPANSION OF WHAT IT MEANS TO LIVE A LUSH LIFE
• WOULD CHANGE THE SOCIETAL NORMS THAT VIEW
BEAUTY PRODUCTS ARE NOT ONLY A WOMEN’S
PRODUCT
• LIVING A LUSH LIFE INCLUDES BEING CHARITABLE
• CONSCIOUS CONSUMER BUYING HABITS ARE
SOMETHING TO CONSIDER AMONGST THIS
CONSUMER GROUP

14. AN ADVENTUROUS REBRANDING
OF LUSH
CONSUMERS WHO ARE HIGHLY INFLUENCED BY
THOSE AROUND THEM POTENTIALLY INFLUENCE
SOCIAL ACCEPTANCE AND LUSH WILL EXPAND
THE LINE OF PRODUCTS OFFERED FOR USE
AMONGST ANYONE