This document outlines a digital marketing strategy for Lush Cosmetics to promote their bath bombs. It begins with an overview of Lush and their values including being fresh, handmade, naked, 100% vegetarian, and against animal testing. The target audience is identified as primarily women ages 18-45 who are middle to upper class and interested in natural/cruelty-free cosmetics. The strategy aims to educate audiences about Lush products on social media to increase sales and traffic. Key metrics like followers and search volumes are provided. The timeline breaks down goals for sales growth over 12 months through expanding their online presence and promoting customer loyalty/feedback.

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