This document outlines a communication plan for LUSH cosmetics to target 18-25 year old females. It includes a situational analysis of competitors, trends, and consumer insights. The long-term strategy is to raise awareness of LUSH's natural products and charity initiatives among this demographic. The key communication tools include an interactive Facebook application contest for consumers to create and dedicate a new charity lotion blend, a food truck touring college campuses, social media engagement, and print ads in a youth-focused magazine. The budget is $90,000 and effectiveness will be measured through application usage and social media analytics.

1. LUSH
FAIM
AGENCY

2. Agenda
Situation Analysis
Competitors, Trends, Consumer Insights
Communication Brief
Long-term Strategy, Communication Objectives, Creative
Strategy
Communication Mix
Communication Tools
Central Communication Tool
Media Placement/Timing, Budget, Plans for effectiveness
testing
}{

3. Situational
Analysis
Current Competitors.

4. Situational
Analysis
Marketplace Trends.
DIY Beauty Products
Hybrid Products
Showrooming
Natural Ingredients
In-store Beauty
Services

5. Situational
Analysis
Consumer Insights.
LeastAware-Most
aware
Middle Aged
35-44 yrs. old
Tweens
13-17 yrs. old
College Aged
18-25 yrs. old
 Adults 21-25
years old
 Convenience
Seekers i.e.
big fans of
Target
 Unaware of
LUSH brand –
Only 2 out of
10
“The more the better. If I saw a product
giving a pretty large amount of
proceeds to charity, then I would be
more inclined to purchase the product.”

6. Situational
Analysis
Implications.
 18-25 yr. olds unaware of LUSH
Brand Mission
Locations
 Low cost advantage

7. ommunication
Brief
Long-term Strategy:
For the 18-25 year old females who value natural lifestyles and desire to give back
through their beauty product purchases.
 Less Packaging
 Charity Pot Lotion
Communication
Objectives: Raise awareness 75% in 6
months.
 Increase brand recognition 75%
 Establish recall point by 75%

8. ommunication
Brief
Creative Strategy.
 Provide more product information
 Increase consumer engagement via social
media
 Major Selling Idea: Showcase the impact
proceeds from the Charity Pot Lotion makes
on various causes
 Give target market opportunity to create a new
lotion blend and ability to dedicate their
customized blend to charity of their choice.
Campaign Name:

9. ommunication
Mix
Tool #1/ Central Tool
INTERACTIVE
MARKETING
 Online Contest: Contestants create
new blend for the Charity Pot
Lotion
Using the Facebook Application:
1. Name your blend
2. Create blend choosing from
various fruits & oils
3. Choose your charity
 Facebook capability to share and
like increases engagement
 Winner receives recognition for
blend and 100% proceeds for
chosen charity.
LUSH is letting
YOU put the spin
On the next
Charity Pot
blend!

10. ommunication
Mix
Tool #2
DIRECT
MARKETING
 Mobile Marketing:
Food truck traveling to college
campuses across nation.
(“Soft & Smoothie Station”)
 Street Team of current
employees
 Enhanced Recall: Ice cream
truck music
 Integrates:
Inside look at “handmade”
Free sampling
Follow-up on Social Media

11. ommunication
Mix
Tool #3
SOCIAL
MEDIA
Sally Smith
I can smell the berries already!
Sally just made a
Blueberry & Almond
Blend dedicated to
Habitat for Humanity.
LUSH – Lend Your Blend
Like Comment Share 2 hours ago
LUSH @lushusa
Soft & Smoothie Station reaching
it’s next destination,
@universityofstthomas! #tommies
#lendyourblend
LUSH @lushusa
Smoothie Spotlight
Submission: Pina Colada.
Do you like getting caught
in the rain?#lendyourblend
Campus Visit #3 – University of St. Thomas
LUSH 164,899 views
Subscribe here
 Keeping the conversation going via live visual & textual
updates.

12. ommunication
Mix
Tool #4
PRINT
ADVERTISING
 One-page color ad in Nylon
Magazine –
96.5% readers ages 18-34
72.7% college educated
 10 month circulation
 Provide info to benefits of
fresh fruit ingredients –
Positive perception

13. Media Timing
Tools/Time Jan Feb March April May June July Aug Sept Oct Nov Dec
Magazines
Social Media
Interactive
Marketing
Direct
Marketing
One-Year Grid
 12 month span
 10 month circulation – Back to School & Holidays

14. Our Budget
Budget Cost Associated
Central Tool – FB Application 23,000
Food Truck 30,000 +
Nylon Magazine 21,638
Social Media FREE
Labor of Street Team 5,304
Equipment & Ingredients 10,000
TOTAL $90,000
 Labor - $8.84 per hr., 3
hr. shifts, 10 months.
 Central Tool:
Programmer, Testing,
Debugging, Integration,
Design, Launch

15. Effectiveness
Testing
 Application analytics
 Social Media trend tracking