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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Packaging is Rubbish! Contd...

The hallmark of the brand was its passion for fresh and natural handmade products. It made products from natural ingredients (including fruits and vegetables), even ones that were rarely used in cosmetics. The colors, shapes, sizes, and aromas of the products were such that anyone could mistake them for an edible item. The names of the products too were unconventional. For instance, the company had a skin conditioner called 'Buffy the Backside Slayer'and a soap named 'Demon in the Dark'. The products were heaped on wooden tables as in an old-fashioned delicatessen.6 The products had minimal packaging or no packaging at all. Some products were even shaped like huge cakes and cut and priced by weight.

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The company did not market its products in the traditional manner but relied on in-store advertising, word-of-mouth (WOM) advocacy7, and public relations (PR). Lush had developed an evangelical customer base, which included many celebrities.

Experts felt that Lush was a cult brand that differentiated itself from other retailers of beauty products by its innovative products, superior customer service, unconventional marketing approach, and uncompromising ethical stance.

In 2007, in addition to the 'Get Naked'campaign, the company announced that the company would use popcorn as loose fill for packaging the products meant to be shipped to its mail order customers. Some experts considered this as a packaging innovation. Analysts noted that companies were trying to move toward sustainable packaging, but it was evident that packaging could not be done away with altogether...

 Excerpts >>

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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