Product details

This case is about the innovative marketing strategies and product development approach adopted by Lush Fresh Handmade Cosmetics, a UK-based producer and marketer of ethical beauty products. Lush was co-founded by Mark Constantine in 1995. 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. The company did not have a traditional marketing department and relied more on unconventional products, wacky product names, in-store advertising, word of mouth advocacy, and public relations. Constantine was also one of the pioneers who championed the cause against animal testing in the cosmetics and beauty care industry. 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 due to its innovative products, superior customer service, and unconventional marketing approach. The case also discusses the views of some analysts who felt that the absence of a regular marketing department might prove counterproductive for the company. With the competition in the ethical cosmetics market expected to increase, some experts also felt that Lush, which had thus far remained an independent, private firm, could find it tough to stay competitive in the long run if it did not go public.