Sustainable Packaging Practices at Lush Fresh Handmade Cosmetics

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...

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...