Client

Lush can say that their business tactics from the beginning to now are almost
contrary to tradition, such as beautiful packaging, cheap chemicals, advertising, ..
but they target. With the noble goal of protecting the environment and the
interests of customers, Lush has become the world's largest natural cosmetics
brand with more than 900 stores in 50 different countries.

100% natural products, invest in customers and the environment, own a physical
store as the main sales channel. Today, despite the development of technology,
Lush not only sets a record in revenue but also in growth rate, bringing immense
value to customers and the environment.
⚫ Direct opponent Potential Rivals

That day, founders Mark Constantine and Elizabeth Weir determined to pursue their passion for
healthcare to found Constantine & Weir. After a period of product research and development, in the
early 80s, Mark took the initiative to call and convince the founder of The Body Shop cosmetics chain,
bringing back a modest order with a value of only about approx. 1,200 pounds (nearly 36 million VND).
With outstanding quality, Constantine & Weir quickly gained the trust of customers and became the
main supplier of the chain, continuously creating a series of new formulations and products to serve the
market. But that is also all that Constantine & Weir can do, recognizing the importance of product
quality, The Body Shop is determined to "buy out" the entire existing formula for 11 million pounds. Due
to being completely dependent on The Body Shop for retail and having no other distribution channels to
compete independently, Constantine & Weir had to accept the above offer with a 5-year commitment
to withdraw from the retail market. traditional. But it didn't stop the passion of the two founders, Mark
and Elizabeth, using the royalties to set up a company that sells cosmetics by mail named Cosmetics-To-
Go. Despite some initial success, with long delivery times, poor financial management, and numerous
communication constraints, Cosmetics-To-Go quickly headed into bankruptcy and had to sell itself to
Poole. . After the second failure, both founders realized the importance of the physical store for
cosmetics, Mark, Elizabeth and 4 former Cosmetics-To-Go employees used all the little money left. to
buy ingredients, mostly fruits and vegetables from the market. At a small boutique in the UK, the new
founding team painstakingly creates cosmetic lines by hand upstairs to sell to customers on the ground
floor. They put a lot of emphasis on product quality. After discovering that the fragrances the company
was using were not as "pure" as he wanted, Mark decided to cancel the order and ask everyone in the
group to extract scents from natural ingredients. natural. More specifically, the price of each Lush
product is based entirely on production costs and customer needs, with a focus on women from 18 to 45
years old in urban areas.

Marketing Intermediaries
Competition in the market for all products is equally fierce. So in business or making a difference in
product quality, they can be different in packaging, or different in service, etc. To make a difference with
competitors, from the very beginning, Lush has been Our products are committed to using only natural
ingredients, from soaps and lotions to shampoos and masks. The most prominent product is the "bath
bomb" product made from baking powder, citric acid, essential oils ... capable of bubbling quickly to
form a very good bath for the skin. Not only producing 100% natural products, Lush is also determined
to become an "environmentally friendly" brand through the process of providing finished products to
consumers, such as all soap products. No packaging is required for display, and if packaging is required,
recyclable paper that can be easily destroyed is used. For products that need containers like lotions,
Lush uses recyclable polypropylene plastic containers. But not stopping there, if customers collect all 5
used plastic boxes of Lush and return them to the store, they will receive a free skin care mask. To save
electricity, Lush's products are always kept at room temperature, except for the mask, which must be
cooled because there are no preservatives with the main ingredients being fruits and vegetables. Lush
was also one of the first brands to refuse to cooperate with companies that test products on animals. All
Lush products are tested on volunteers before being released to the market. Lush also pioneered the
reduction of palm oil because over-exploitation is unbalance the rainforest ecology and affects the
orangutan's habitat. By 2008, Lush soap was announced to be 100% palm oil free. Advertising will make
the business or product reach consumers most effectively. However, Lush does not advertise, but uses
its actions to reach the hearts of consumers, they strike deep into the inner psychology of customers,
arousing love. IT IS HELPING LUSH GROWTH. Lush sets itself a policy of "saying no to advertising" when
relying only on customer sharing instead of investing in expensive traditional channels such as TV or
celebrities. The money instead of being spent on advertising will be returned to the customer and the
environment. Salespeople also become important ambassadors when Lush allows them to both sell and
act on the principle of “random kindness”: Employees are allowed to give away products to customers
for free if they feel like it. It could be to make them happy, to celebrate an event, or simply to create a
good relationship with a potential customer. Not only refusing to cooperate with companies that test on
animals, Lush also offers a "Lush Prize" with a value of more than 750,000 USD per year to "wipe out"
this alleged "inhumane" practice. . In 2007, Lush launched a line of skin care products called "Charity
Pot", pledging 100% of sales to go to organizations that protect the environment, animals and human
rights. Up to now, “Charity Pot” is still warmly received by customers, sending more than 10 million USD
to 850 organizations in 42 different countries. Not only acting for the environment and animals, Lush
also actively organizes programs to support human rights, such as donating $425,000 from "GayIsOK"
soap sales to support LGBT activist groups. In 2016, Lush also successfully raised $300,000 through the
sale of “Hands of Friendship” soap to support Syrian refugee camps. So, despite poor results and a series
of dark scenarios for retail brands, Lush is still going strong like nothing happened. Lush's North
American sales alone hit a record $530 million in 2017, with nearly 4 million regular Instagram followers,
a coveted outcome for any cosmetic brand. In the UK alone, Lush's revenue grew by more than 13% in
2018, an impressive figure when the growth rate of the entire Health & Beauty industry was only about
2.9%. In addition, Lush is also planning to expand its existing 30 physical stores to focus on trial areas
and product demonstrations, confirming its ambition to become one of the largest beauty brands in the
region. Europe-America region. Each person has different tactics, but so far Huong has always aimed for
quality. No matter what Huong does, she realizes the quality goes slower, but the effect is extremely
durable. Hopefully you will have a new vision of how ad-free tactics can still exist. Khai Silk once said
that "natural musk flavor" cannot be applied in today's business, because the family of the advertiser
reaches out to customers, .. But fragrant sees that depending on the product, depending on the
financial, there are different tactics. For individuals/businesses with little capital, it is impossible to
follow the big guys, in the era of technology development, but the money spent on advertising today is
so much that not everyone can afford it.

Production process

1. Lush sends its staff from all over the world to the UK to learn how to measure and mix. It sounds
simple, but this is one of the most difficult processes in the production of natural cosmetics.

2. Each worker at Lush needs to produce between 700 and 2,800 bath bombs in a day.

3. In 2016, 14 million bath bombs were produced and the company continues to aim to produce 20
million in 2017.

4. Each Lush factory produces at least 4000 bars of soap per day.

5. Its massage bar products can immediately melt after touching the skin and leave a feeling of warmth
and relaxation.

6. Between July and December 2016, Lush launched 2,133,410 products for the holiday season. And of
course, it's all hand-packed.

7. Lush's factory has a separate room for the production of glitters and glitters exclusively for the North
American market.

Brand culture

8. All Lush products are manufactured by hand, even in the smallest or most complex stages.

9. The products here are all made to order and must use the freshest ingredients.

10. The company was voted as one of the companies… the most comfortable with tattoos. Whether they
have bizarre tattoos or colorful hair, the staff here are encouraged to show their true self.

11. Lush always strives to collect ingredients of clear origin in the most transparent way.

12. This cosmetics company has to hire thousands of new employees each Christmas season. During this
year's holiday season, Lush posted 6,000 seasonal workers across North America. Employees at Lush
also count work experience by the number of Christmas seasons they're engaged in.

13. Lush has donated millions of dollars to 1400 charities through the Charity Pot built by the brand
itself.

14. Lush products are "naked" as much as possible. Because every year, around the world, millions of
tons of packaging have become waste that is harmful to the environment. And what is the best way to
minimize this amount? It is not using the packaging in the first place.

15. Both Lush's plants in Toronto and Vancouver have permanent gardens. Occasionally, the Lushies (the
employees of Lush) will pick the products in this garden to use as raw materials for production.
Ingredient

16. To make a bar of soap Lush needs to mobilize an army of up to 20 people.

17. An average Lush factory uses 100 million tons of shea butter per year.

18. Many of its products are inspired by specialties from around the world. For example, Ultrablast
toothpaste is made from mustard, or Shangri La lotion requires 27 glasses of vodka in each production
batch.

19. All Lush glitters and glitters are made entirely from natural products such as seaweed. So you won't
have to worry about your water pipes getting clogged when using them.

20. This company used "genuine" cognac to create the Golden Wonder bath bomb.

21. The Lush factory tries to source all its ingredients locally. Flowers, honey, or yogurt are all sourced
from nearby farms. Things that are not used (factories will usually make the most of what they can) are
left in the kitchen for Lush workers to take home.

22. In 2015, the company used more than 2 tons of avocados to produce cosmetics.

Invention and inspiration

23. Mo Constantine, one of its co-founders, invented the bath bomb in 1989 (before Lush was officially
founded) to help improve her own son's skin condition.

24. Lush's Snowie Soap is inspired by the famous David Bowie. Specifically, 2 years ago, an idea based on
"Ziggy Stardust" (a song by Bowie) was concretized by Lush's designers into Snowie soap bars.

25. This year 2016 will be the first year that the products in the Lush Christmas collection are self-
preserving. The company's inventors have replaced purified water, often used to preserve products,
with other humectants such as olive oil or cocoa butter. This will remove any artificial preservatives that
can irritate the skin.