Case study 4.1

Susie CretanKieran SiedlerNorley Idrus

ABOUT LUSH

• International natural cosmetics company • Originated from United Kingdom in 1995

• 830 stores in 51 countries

• Natural, organic and environmentally friendly

• Actively campaigns for ethical practice

• Understands and empowers customers

PRODUCTS

Values and stance in social issues

Gay marriageHuman rightsAnimal welfareEnvironmental

Lush Cosmetics Presents: "We Believe” (animal testing)

Freud & LUSH

• text

“Pick one up now, you deserve an indulgence”…

Appeals to: The ID

Higgins’ Self-Discrepancy Theory

Actual self-image is how consumers actually see/perceive themselves at present Ideal self-image is future-oriented; how consumers would like to see themselves in the future

Actual vs Ideal self-image

Customers are Consumer Innovators

• Open-minded and social

• Enthusiastic about trying new products

• Show stimulation and variety seeking traits

• Inner-directed in social character

• Inspired and like to feel empowered

• Show curiosity-motivated behaviour

• Environmentally and socially conscious

Consumer Innovators

• Prefer discovering new products

• Mass marketing ineffective• Active in the buying process • Information-laden

campaigns• Draw on own values and

standards • Novelty, innovation,

excitement

Advertising Campaigns

Non-Consumer Innovators

• Prefer established products• Mass-marketing • Passive receivers of selling• Authoritative, risk-

minimising - assurance- reliability- judgement of credible

others

Brand PersonalityBrand personification: Recasting consumers’

perceptions of the attributes of a company into

a human-like character

Lush’s personality: Traits exhibited and desired by the

typical Lush customer

• Sincerity – down-to-earth – honest– wholesome – cheerful

• Excitement - daring - spirited - imaginative - up-to-date