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Get Fresh with #LushTime
By: Cindy Wendland
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When you walk by Lush in our local mall, the fragrance will capture your attention. Lush sells fresh handmade cosmetics. The younger girls in our house like their bath bombs. We recently went to buy some after Christmas and found they are working as fast as they can to replenish their stock. It seems many people like their fresh cosmetics.

The store looks like an upscale craft store. The items are handmade and are sitting on shelves without plastic wrap or other packaging. Store personnel were working with clients with a bowl of fresh water and some product samples. The products are made with only vegetarian products. The bag you take home with your goodies promotes the fact that they are fighting animal testing. This was a huge win with teenagers.

Lush started in England creating natural products for hair and skin. Their branding is green and edgy. Their marketing strategy also focuses on being ethical. Their point of differentiation is being anti-animal testing. You can search many websites to find out which companies still perform animal testing. Sometimes when people are not involved in an issue, they forget that it still happens. We didn’t realize animal testing was still so widespread. We appreciate Lush putting this issue on their marketing agenda. Lush did a great job finding a niche and making a stance.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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