Sustainable Packaging Practices at Lush Fresh Handmade Cosmetics

            
 
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Case Details:

Case Code : BECG081
Case Length : 18 Pages
Period : 1995-2007
Pub Date : 2008
Teaching Note : Available
Organization : Lush Fresh Handmade Cosmetics
Industry : Beauty Care / Cosmetics / Retail
Countries : Europe, USA

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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.



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Excerpts Contd...

Not Only Sustainable, But Fun Too

Lush had grown to enjoy a cult brand status. According to Mark Ritson (Ritson), Associate Professor of Marketing, Melbourne Business School , every aspect of Lush's operation exuded brilliance and the brand was moving toward an “iconic power brand” status.

Lush had developed a loyal and evangelical customer base. It was not uncommon for its customers to pool their resources to purchase Lush products in bulk and arrange a get-together when the products were delivered. Lush was very close to its customers and listened to them seriously...

Business Ethics Case Studies | Case Study in Management, Operations, Strategies, Business Ethics, Case Studies

Is Packaging Needed After All?

Lush's campaign against packaging started a debate regarding the need for excessive packaging. The company also released results of its survey which found that 98 percent of the people thought that the industry needed to reduce packaging and 44 percent said that they would opt for a particular brand because it used less packaging than its competitors...

Outlook

Experts felt that Lush had effectively differentiated itself from its competitors through its strong ethical stance, products and packaging, and the way in which it conducted its business. Trend consultant Andrea Praet, of Promostyl Americas, felt that Lush's lack of packaging was a huge selling point. This, coupled with its strong ethical stance, would stand it in good stead in the future. “If anything they'll continue to become even more popular. Being green isn't a trend. It's a movement… The product definitely matters but people are becoming very interested in the ethics of the companies,” she said...

Exhibits

Exhibit I: Lush's Mission Statement
Exhibit II: Lush's Ethical Practices
Exhibit III: Some Products of Lush
Exhibit IV: Products Arranged Deli-Style in Lush Stores
Exhibit V: Lush's Popcorn Packaging
Exhibit VI: Screenshots of Lush's Homepages in some Countries during the Campaign
Exhibit VII: A Brief Note on the Packaging (Essential Requirements) Regulations 2003
Exhibit VIII: Lush's Celebrity Fan Following*

6] Delicatessen is a shop that sells ready-to-eat food products.

7] Word-of-mouth advocacy (or WOM marketing or buzz marketing) is a term used by marketers and advertisers to describe activities that companies undertake to generate personal recommendations as well as referrals for brand names, products, and services.

 

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