Marketing Mix for Lush
Recommending a Marketing Mix for an Organic Cosmetics Brand
(Final Draft)
Student´s Name: Ana Pichardo
Teacher: Ileana Bauche
Due Date: April 23, 2013
Word Count: approximately 1700 words
Executive Summary
In this research two well-designed marketing mixes were made, aiming to improve an already existing organic products cosmetics brand named “LUSH®” as well as accommodating its features to the demands of the target market. One of the marketing mixes being directed for physical shops and the other one for an E-Store. Two business people were interviewed to gain information about strategies and day-to-day goals in small brands as such. Elena Torre, cosmetician and owner of “Saint Germaine”, a Natural Cosmetics brand, was one of the interviewees, providing very factual and useful information for this research as well as Martha Hone, dermatologist and owner of “Martha Hone Clinic” based on natural cosmetics from all over the world, especially France, which she “hunts” for in her many travels. This last interviewee came in useful as she has a very vast knowledge, which she provided to the report on many natural and organic cosmetics brands from all over the world, with a variation of marketing/business techniques. Information was also extracted from the brand´s own website along as from The Body Shop®’s website [http://www.thebodyshop-usa.com/]. The final goal was to help “LUSH®” improve in all possible ways and allow it to compete with other and bigger brands such as The Body Shop®.
The purpose of this research is to establish a new marketing mix for “LUSH®”, to serve young costumers who aim for a healthier skin and body and elaborate a more accurate and efficient marketing strategy. The target market for “LUSH®” is basically women and men from ages 13 and 40, mostly including vegans, in which skin and health care is essential and during this period of life it is at its peak. The key success factors for this brand, include promoting and
(Final Draft)
Student´s Name: Ana Pichardo
Teacher: Ileana Bauche
Due Date: April 23, 2013
Word Count: approximately 1700 words
Executive Summary
In this research two well-designed marketing mixes were made, aiming to improve an already existing organic products cosmetics brand named “LUSH®” as well as accommodating its features to the demands of the target market. One of the marketing mixes being directed for physical shops and the other one for an E-Store. Two business people were interviewed to gain information about strategies and day-to-day goals in small brands as such. Elena Torre, cosmetician and owner of “Saint Germaine”, a Natural Cosmetics brand, was one of the interviewees, providing very factual and useful information for this research as well as Martha Hone, dermatologist and owner of “Martha Hone Clinic” based on natural cosmetics from all over the world, especially France, which she “hunts” for in her many travels. This last interviewee came in useful as she has a very vast knowledge, which she provided to the report on many natural and organic cosmetics brands from all over the world, with a variation of marketing/business techniques. Information was also extracted from the brand´s own website along as from The Body Shop®’s website [http://www.thebodyshop-usa.com/]. The final goal was to help “LUSH®” improve in all possible ways and allow it to compete with other and bigger brands such as The Body Shop®.
The purpose of this research is to establish a new marketing mix for “LUSH®”, to serve young costumers who aim for a healthier skin and body and elaborate a more accurate and efficient marketing strategy. The target market for “LUSH®” is basically women and men from ages 13 and 40, mostly including vegans, in which skin and health care is essential and during this period of life it is at its peak. The key success factors for this brand, include promoting and