Male Storm Form LUSH
In May of 1995, Lush’s fresh products were officially launched, and today we have over 700 shops in 46 countries across the globe (Lush, 2012). The Lush Male Storm is coming now this winter, we are launching new fresh products for male cosmetics market! In many years, men just can chose their cosmetics under the women products or brands which written " for men" on the products, but now we will create a range of fashion products only for men. Why women like cosmetics product? Because making beaut for men. Now, it should be changed, men can use cosmetics products to attract women as well. So, Lush's male products is not only for men, but also for woman who is loved by a man.
We will keep making products from fresh, organic fruit and vegetables, the finest essential oils and safe synthetics for our male products. We invent our own products and fragrances. We make them using little or no preservative or packaging, using only vegetarian ingredients, and tell you when they were made (Lush, 2012). And I would like to make some changes for male products packaging, because women are most sensibility and we have done it well on our female products packaging, but most men are like reasonable consumption. We need more useful details on our male products packaging. We will keep buying ingredients only from companies that do not commission tests on animals and in testing our products on humans.
Not only must the company relate constructively to customers, supplier, and dealers, it must also relate to a large number of interested publics. A public is any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives ( KOTLER&KELLER, 2012: 549). So the public relation campaign is very important to our new products launching. Very luck that there are tow big events ( The London Olympic Games and UEFA European Championship), which are good opportunities for our new products launching this year, especially UEFA European Championship which be followed by large numbers men.
There are a number of important benefit that can be derived from segmenting a market, and the market for male grooming products is very special, the most important for our PR campaign is that segmentation enables the marketer to match the product or service more closely to the needs of the target market(Hollensen, 2005:120). Due to all male grooming products are lower attention on public eyes than female's in the whole cosmetics market, segmentation will help us to built a stronger competitive position in male market at the beginning time. Overview the whole cosmetics, female products hold most market share but with a very strong competitive and low profit. Although the male market is much smaller and not easy to enter, the competitive is not strong as it on female market and with a higher profit.
Because not all age groups are going to be equally interested in buying specialized male grooming products, the large consumer 'pie' can be sliced into smaller pieces in a number of ways, including demographic, psychological and behavioural differences( Solomon, Marshall, Stuart, Barnes and Mitchell, 2009:215). So I think for male grooming products should not only use the age segmenting, but also we should considerate more like region, culture and personal habit. Due to the lower competitive on male grooming market than female market, we could considerate more detailed segmenting to satisfy different groups customers to build our male grooming products brands on the first. It not like the female market with strong competitive which should occupy market share as much as we can.
We should considerate that not many men would chose grooming products for themselves, most of men grooming products are chosen by their female families like wife, girlfriend and even mother. And as I mentioned before, not all age groups are going to be equally...