Marketing Mix for Lush

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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 emphasizing its homemade, natural and almost 100% organic characteristics and ingredients; for people to find their products as intriguing as they come and to allow them to know their effectiveness by exposing them. By changing the way to sell the products with less competition but rather showing originality the target market would appeal more to the brand.

Introduction
Throughout the past decade many cosmetics were tested with staggering numbers of harmful additives such as toxic chemicals, heavy metals, and also hormones, making their way into products that are used on a daily basis. Not only can these makeup and cosmeceutical products cause acne, rashes, and other skin problems such as cancer, they can get to be very hazardous for peoples’ health. The more unnatural and non organic the makeups, cleansers, moisturizers, sunscreens and over-the-counter antibiotic creams are, people become more afflicted with skin conditions. As the numbers grow, they manage to balance as the demand for natural and skin friendly cosmetics arouses, this makes many brands go “organic” but there is actually no proof and reliable sources that every brand that says their products are chemical free is accurate until it is proven by the USDA. Consumers can avoid toxic ingredients by using USDA certified organic cosmetics. The trouble is, while the USDA allows cosmetics to be certified organic, most people don't acknowledge it. This report is possible because the business chosen to create both marketing mixes, “LUSH®”, is an USDA certified brand as well as its competitor. Throughout the research, the marketing mixes were created with the help of the 4 P’s (Product, Price, Place and Promotion) and a SWOT analysis of both brands. In prospective, the main goal is to allow “LUSH®” to get more involved in the market in a successful and non-aggressive way, expand its franchises and increase its publicity. “LUSH®” is a brand selling only organic, fresh homemade cosmetics which originated in UK in...
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