What is PR?
PR is deliberative communication between an organization and its stakeholders,
including the customers. Internally, it is about the management of a company. Externally, it is
to cultivate a positive reputation and influence media and publics. To choose a company that
has performed well, LUSH would be a vivid paragon. LUSH is a British cosmetics retailer
founded in 1995. In the following paragraphs, their corporation image, product design,
employing system, advertisement and shared value will be discussed.
LUSH has built a solid and fascinating brand throughout the years. They have been
advocating gender equality and the LGBTQ+ groups. Therefore, many gays and lesbians are
hired. It shows the openness and innovation of the company, which attracts the new
generation’s eyeball. Moreover, all of their products are packaged in black so there is no
perception if it is for male or female. Creativity is massively shown in their product naming
and design. For example, a sea blue face mask is named “Don’t Look At Me” and a skin tint
is called “Feeling Younger”. One of their chocolate-scented body wash has quoted a Willy
Wonka, a character in the classic movie “Charlie and the Chocolate Factory”, quote on the
jar. It consolidates the corporation image to be imaginative, inspiring and visionary. As
branding has becoming a more and more major part in today’s market, LUSH has a mature
structure and it makes them popular for KOLs (Key Opinion Leaders).
For PR Professionals and Specialties, LUSH has done well in corporate social responsibility.
All of their products are made organically with natural ingredients such as neroli oil, sodium
saccharin and linalool. It is promised to be safe synthetics and occurs naturally in essential
oils. In addition, their handmade products are not tested on animals. As for social listening,
the corporation tend to observe and analyse information on the Internet as feedback to
improve. For now, they have become more than a business, but also a life style, a culture and
a belief that reserve many of their loyal supporters.
LUSH also emphasize on employing system. The employees have to take classes about sales
techniques and brand knowledge. Each of them is trained is serve customers in a friendly way
and introduce ingredients of every product from shower to skincare. Employee are given and
encouraged to use LUSH tableware including fork and spoon, for the sake of the
environment. The employees are able to work under a comfortable and fresh environment.
Thus, they have taken care of both employee health and worker skills individually and as a
team.
For advertising, LUSH has an interesting strategy. They have a “no global advertising policy”
that the company does not spend much on commercials even though as a world-wide brand.
However, they embody their aim to create products without harming people. With their
shared value to be socially responsible, they have won the customers’ heart with fabulous
idea and storytelling. Hence, LUSH maintains their growth areas with good brand reputation.
Despite the fact that they did not choose the common use of social media, they portrayed as
their character in the market as the “environmentally-friendly guy”. Furthermore, the official
web page is made beautifully with clear and concise introduction and recommendation.
In a nutshell, LUSH has developed their public image well. They have fulfilled the ideal
outcome to be eco-friendly, trustworthy, user-friendly, socially responsible and is surely the
leader of category. For reference, they have 8 stores in Hong Kong all around the core of this
international city and over 951 globally in 52 countries. These all would not have worked
without their outstanding PR.
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Reference
Lush. (n.d.). Retrieved February 21, 2022, from https://www.lush.com/hk/zh_hk
