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Lush Final

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Lush Case Study 4.1

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Lush Final

  1. 1. Case study 4.1 Susie Cretan Kieran Siedler Norley Idrus
  2. 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. 3. PRODUCTS
  4. 4. Values and stance in social issues Gay marriage Human rights Animal welfare Environmental Lush Cosmetics Presents: "We Believe” (animal testing)
  5. 5. Freud & LUSH • text
  6. 6. “Pick one up now, you deserve an indulgence”… Appeals to: The ID
  7. 7. Higgins’ Self-Discrepancy Theory
  8. 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. 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. 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
  11. 11. 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

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