Innovative Marketing Strategies of Lush Fresh Handmade Cosmetics
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
"Lush is about passion and iconoclasm: passionate for natural products, fresh handmade cosmetics, seductive perfumes, growth and profit - and iconoclastic about everything else."1
- Angus Jenkinson, Professor of Integrated Marketing, and Branko Sain, Research Fellow in Integrated Marketing, Luton Business School,2 in 2003.
"We're far more challenged by our customers than we ever are by our competitors."3
- Mark Constantine, Managing Director and Co-founder, Lush Fresh Handmade Cosmetics, in 2005.
"Walk around its (Lush's) remarkable stores that reject every instruction of scientific retailing and create instead a warm, messy space that screams differentiation."4
- Mark Ritson, Associate Professor of Marketing, Melbourne Business School,5 in 2005.
You're not Supposed to Eat it!
The company had a flat management structure with the directors, including Constantine himself, actively involved in the operations of the firm right from new product development to personally training the employees.
1] Angus Jenkinson, Branko Sain, "Lush, the Scent
of Success," www.stepping-stones.org, April 1, 2003.
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