Lush Cosmetics Australia - Consumer Personality

1. Case study 4.1
Susie Cretan
Kieran Siedler
Norley Idrus

2. ABOUT LUSH
• International natural cosmetics company
• Originated from United Kingdom in 1995
• 830 stores in 51 countries
• Natural, organic and environmentally friendly
• Actively campaigns for ethical practice
• Understands and empowers customers

3. PRODUCTS

4. Values and stance in
social issues
Gay marriage
Human rights
Animal welfare
Environmental
Lush Cosmetics Presents: "We Believe”
(animal testing)

5. Freud & LUSH
• text

6. “Pick one up now,
you deserve an
indulgence”…
Appeals to: The ID

7. Higgins’ Self-Discrepancy Theory

8. Actual vs Ideal self-image
Actual self-image
is how consumers actually
see/perceive themselves
at present
Ideal self-image
is future-oriented; how
consumers would like to
see themselves in the
future

9. Customers are
Consumer Innovators
• Open-minded and social
• Enthusiastic about trying new products
• Show stimulation and variety seeking traits
• Inner-directed in social character
• Inspired and like to feel empowered
• Show curiosity-motivated behaviour
• Environmentally and socially conscious

10. Consumer Innovators
• Prefer discovering new
products
• Mass marketing ineffective
• Active in the buying
process
• Information-laden
campaigns
• Draw on own values and
standards
• Novelty, innovation,
excitement
ADVERTISING CAMPAIGNS
Non-Consumer Innovators
• Prefer established products
• Mass-marketing
• Passive receivers of selling
• Authoritative, risk-minimising
- assurance
- reliability
- judgement of credible
others

12. Brand Personality
Brand personification: Recasting consumers’ perceptions
of the attributes of a company into a
human-like character
Lush’s personality: Traits exhibited and desired by the
typical Lush customer
• Sincerity
– down-to-earth
– honest
– wholesome
– cheerful
• Excitement
- daring
- spirited
- imaginative
- up-to-date