Beautifully Natural,
Naturally Beautiful
Advertising Campaign for Lush Cosmetics
The group has developed an effective marketing campaign for Lush cosmetics, to promote their
products and convert some of their target market to using their brand. In the advertising campaign the
important objectives that are being focused on have been clearly defined, a creative strategy has been
put together and a marketing plan has been compiled to define how the group are going to promote their
company/products and to what expense these activities will cost.
Press Kit
Target Audience
Backround
As part of our integrated marketing communications assignment the group will carry out a project to develop and
Integrated Marketing Campaign for our chosen company, LUSH Cosmetics Ltd.
Lush (trademarks in capitals LUSH) is a handmade cosmetics company. The company is based in Poole, Dorset in the
UK, where the first store was opened in 1994 by husband and wife Mark and Mo Constantine. There are now over 600
Lush stores in 43 countries. Lush is a privately-owned company with a small amount of shares in the company. The
way the company grows is mainly by entering partnerships.
During the 1970’s Mark Constantine, and herbal trichologist, and Elizabeth Weir began to develop recipes for bath
and beauty products, and this is how Lush Cosmetics Ltd first originated.
Marketing Mix
Lush uses a wide variety of fruits and vegetables, essential oils, synthetic ingredients, honey and beeswax in their
products. This is what makes their products so appealing to many who prefer to use natural, eco friendly cosmetics.
The company sells and produces a wide range of products made of fresh handmade soaps, shampoos, shower gels,
lotions, moisturisers, scrubs, and other cosmetics for the face, hair, and body using 100% vegetarian recipes. All in all
the company has a total of over 600 products. Although Lush currently have over 600 stores throughout the world,
four of which are located in Ireland. Lush currently only promote through the internet and through coupons,
something which holds the company back, and which is rarely done in Ireland at all.
Target Market
Lush’s main target market is of young women between the ages of 12 and 30 years of age, something that we think we
can expand on during our integrated marketing communications project.
Positioning
Lush position themselves in the minds of their customers by their eco-friendly cosmetics, attractive shops with
friendly staff and product offerings at fair prices. They position themselves below their main competitors in terms of
price, which is another main reason why people should be attracted to their products.
Problems and Issue
One of the main problems with Lush is that their advertising is lagging behind their competitors and so leaves them
that one step behind all of the time. Another issue with Lush is that their products don’t seem to catch the eye or
imagination of customers as much as their competitor’s products do. This is due to their bland and simple packaging,
which is a big issue when trying to sell their products. A huge issue in which we have came across while researching
for the campaign, is the argument between many that the odor of the store is overpowering and some may even say
horrible.
Objectives
Retention of Customers - by offering customers incentives to ensure consumers pick our company over a range of
others.
Expansion of target market – to expand the target market to people over the age of 30.
Enhance Image – another objective is to try and enhance the firm’s image by differentiating it from its main
competitors generally and also in the eyes of consumers.
Scientific Evidence – increase awawreness of mode of action and scientific studies supporting effectiveness of Lush‟s
products.
As we‟ve previously mentioned, Lush‟s main market is young women between the age of 12 and 30
years of age. Lush are now focusing on a target market of women aged 30 plus years of age. With the
company‟s anti-ageing skin care range this will be a task that could be very successful with the aid of
advertising.
Flyer
Advertising objectives
•To enhance the brand by having it appear several times throughout the advert.
•Expansion of the firms target market to females over the age of 30.
•To communicate with the customers about the benefits of using Lush Cosmetics.
Contact information:
Mark Constantine
Poole,
Dorset,
England
0044 843 3130 337
constantine_mark@gmail.
com
Lush cosmetics reduce its carbon footprint even further
Creative Strategy
The group decided to present the creative strategy in the form of a storyboard for a television
advertisement. It is a simple advertisement targeting women over 30 years of age. The advertisement
communicates the benefits of the Lush cosmetics product chosen, whilst also advertising the company
brand throughout.
This advertisement promotes the production and benefits of Lush Cosmetics anti ageing products. One
product in particular, an anti ageing face mask “The Sacred Truth”. The concept of this advertisement is
to entice women over the age of 30 years old to use Lush Cosmetics anti-ageing products. This will be
done by stressing our unique selling point.
This is that our products are eco-friendly and contain no additives and preservatives. From extensive
research we have found that up to 75% of Lush Cosmetics use no additives and preservatives. In today‟s
society with the world being more health conscious and willing to be more eco-friendly these selling
points are sure to have a positive reaction.
Media Plan
Stage 1 - The media plan and budget:
•The first thing the group decided on was that out target market for the advertisement would be women in the
30 plus age bracket.
•The group chose this target market because it had not been targeted before by Lush Cosmetics and it is a target
market with a lot of potential customers in it.
• The particular product that the advertisement is going to focus on is the anti ageing face mask “The Sacred
Truth”.
•For selecting the budget for the advertisement the group used the „‟objective and task method”, this method
allowed the group to set out what has to be achieved and then set a budget set on that cost. The group found
this was the best way to get the price of the advertising campaign in perspective in terms of budget and what
had to be achieved. The group came to a budget of €25million.
•The objectives named above are what the group wants the advertisement to achieve.
Stage 2 – Selection of general media
•When selecting which form of media the group would use, the cons and pros were measured up for all types
of media and the one which suited the product and company best was advertising by television.
•The group chose the method of television advertisement because it suited the brand and product the best.
Television allows the target market to be got at, helps meet objectives the best and works out the best in terms
of value for money compared to the other forms of media.
•Also from the groups research it was found that advertising by television would reach our target market more
than any other advertising media and be the most effective.
Stage 3 – Selection of specific media vehicles
•The group decided instead of picking specific shows to advertise during, we decided that it would be best to
use our advertisement at specific times on television instead.
•The group believes that if the advertisement could be on television from afternoon to late evening time, that
this would be the time when our target market would be most likely to be watching television and therefore see
the advertisement.
•Women in the 30 plus age bracket would most likely be watching television during this time after their long
day at work or being a house wife, and would so see the change in the women in the advertisement and could
then relate it to themselves.
Stage 4 – The media schedule
•The schedule pattern the group chose and thought was best was the „‟Pulsing Pattern‟‟, this pattern allowed a
steady level of TV coverage over the year along with intense periods of coverage for short periods of time.
•The group chose this pattern because it wasn‟t over espousing the target audience to the product but enough to
keep reminding them of it.
Press Release
Business Card
The international cosmetics company, Lush Cosmetics is migrating to a
cloud data management environment to improve their renowned green
image.
Lush already pride themselves on having 62% unpackaged goods and
the remainder of the products that are packaged are done so with 100%
recycled material. The company also recycle 85% of its waste. Lush
efforts to cut down waste are demonstrated through their encouragement
to customers to return used containers to the store as well as plastic
bottle tops, which are recycled internally.
CloudApps helps you to develop, implement and maintain a sustainable
business model that delivers measurable improvements in efficiency,
meets or exceeds environmental objectives and ensures long term
employee engagement.
CloudApps sustainability suite will arrange data collection and enhance
lushes sustainability reporting helping the company to better manage its
sustainability goals, make carbon savings and reducing operation costs.
Lush will use the software to monitor and analyze measurements on
energy and water use, travel, waste generation and packaging. This will
be carried out throughout all 102 of its stores in 8 main offices and 8
factory sites in the UK.
Data from Lush's Financials, QAD manufacturing system and QlikView
analytics for shop-specific sales data will feed into the CloudApps
software. The new desktop application will enable staff to see their own
environmental impact as well as that of their team. Staff can use the
application to suggest actions to reduce the impact.The environmental
officer from the company, Ruth Andrade, has quoted “With CloudApps
we can accurately measure, analyse and report our total operational
impact in real-time, the system allows us to move towards the
sustainability goals we have signed up to that will both benefit the
environment and reduce our operational costs.”
Student ID‟s
Enda McGahon G00258152
Katie O’Malley G00263430
Shona Walsh G00264009