A Soap that brings Hope

Fresh Handmade Cosmetics

Nicole Chuan

Evangeline Fan

Olivia Guo

Anne Ji

Contents

Market Review1

Communication Situation Analysis3

Integrated Marketing Communication Plan4

2 Market Situation Assessment

Integrate Promotional-mix Strategies5

Market Review

About LUSH

•1994:

“Cosmetic House

Limited”

•Strong values;

•Individuality;

•Originality;

•Controversy: clear

political stand;

•Competition: “The

Body Shop”;

•Commercialized

marketing vs.

Individuality and

value-preserving

marketing

Revolutionary:

Solid products,

Minimal and

recyclable packaging (

30% of products)

No animal-testing,

Minimal use of animal

products(vegan)

About LUSH

Market Situation Assessment

Hong Kong Cosmetic Market

The Main Competitor

HK Cosmetic Market

•The imports reliance

•Market Scale

•Market Division

•Consumers Appetite

LUSH vs.. THE BODY SHOP

LUSH THE BODY SHOP

Similarity Same Root:

Similar Concept

Ethical Practice

Differences Private-owned

Company

L’Oreal Backed

Plain Package/Grocery

Style

Fancy Package and

Store

Low-key ethic

insistence

Ambitious Promotion

LUSH vs.. THE BODY SHOP

Market Share Gap

Need for More Public Recognition

Communication Situation Analysis

Campaign Brief

Target Audience

Communication Objectives

Campaign Brief

Positioning

Products Target

Audience

“A Soap That Creates

Hope!”

Selling a cause

Environmental awareness in HK

Specific modern, radilz-evolving

environment

15-50 Local

Females

Importance of

values such as

responsibility.

100% naturally

hand-

manufactured

soap with

sandalwood

extract

Target Audience

1.15-50 Local Females

2.Environmentally

Concerned

3.Family Concern

4.Fashion/ Cosmetic

Purchase

5.Decent education al

and Income Level None-target

Target Audience

Communication Objectives

• Create interest in the brand

among 70% of target

audience

• Create positive feelings

about the brand among 40%

of the target audience

• Obtain trial among 20% of

the target audience

•Create awareness among

90% of target audience

• Develop and maintain regular

user of LUSH soup among 5% of

the target audience

Integrated Marketing

communication plan

Advertising

Interactive Media

ADVERTISING

Brief

Print Ad

TVC

Brief

• Objective: Uphold image of LUSH and

educated audience and inform them of the

new soup “Hope”

• Audience: Age15-50 Hong Kong Females

• Time Span: April 10th – May 10th

• Media: TV, Out-door

Print Ad Lay-out

Content Design

•Natural colors

•Eye-catching Design

•Catchy Slogan

•Emphasizing “Hope”

•Sandalwood-shaped

Soap

•Improve brand image

Main location of

Print Ad

Other locations

Window Displays

•MTR billboards

• Side street billboards

(e.g. Causeway bay, TST)

•Media Planning

TVC Story Board

•Lush’s store is apparent in

the first shot so audiences’

who are Lush fans will

immediately continue

watching the commercial.

•Lush’s store is apparent in

the first shot so audiences’

who are Lush fans will

immediately continue

watching the commercial.

TVC Story Board

•When the first tree is

grown out in shot four, the

audience will be struck in

confusion which will enable

them to finish the

commercial in order to

figure out the answer.

•In shot ten, an explanation

will be given out to the

consumers so they know

what the true meaning of

the commercial is.

TVC Story Board

•The last shot before the Lush

logo gives a humorous appeal

because it exaggerates the fact

that the trees are grown so

much to the degree it breaks

the street light.

•Since in the commercial,

thousands of Hope Soaps are

sold and thousands of trees are

grown, this might be able to

give the message: “Everyone is

buying the Hope Soap, why not

you?” This can improve sales.

News

Channels

Discovery

Channels

Environmental

channels

LUSH

Homepage

Youtube.com Buzz Online

and Offline

•Media Planning

INTERACTIVE MEDIA

Brief

Homepage

Brief

• Objective: Generate audience interests towards

the campaign, disseminate in-depth information

about the product, branding, words-of-mouth

• Audience: Heavy internet users among the

campaign target audiences

• Time Span: Before and After the campaign

• Media: Homepage and Online Social Network

Web design

Color

Social Media

Registration

Information

Homepage

The Green Tone

Red to Mark Price

Link to Facebook, Twitter,

Flicker: draw more traffic

& increase the awareness

“register and get a sample”

module:

encourage the audience to

get involved

brief introduction about the product, indicate relationship with the tree-protection scheme, encourage people to explore more

Website – content design

Media

Research

Media

Planning

Evaluation

• Growing

popularity of the

internet

• Target at the

precise market

segment

• When: throughout

the campaign

•Where: under the

Lush homepage,

linked to

environment

protection NGOs &

social networks

Google Analytics

The interactive channel

Promotional Mix

Campaign Time Line

Integrated Promotional-mix Strategies

Advertising

Publicity/PR

Integrative

Media

April 3 April 10 April 25 May 10 May 25 2013 ~

Campaign Timeline

Campaign:

April 10th – May 10th

2012

Liking/Preference/Adop

tion/Action

Pre:

Awareness

Post:

Retention

Frequent

users

Evaluation

• Audience Reading

• Online Traffic Data

• Buzz Monitoring

• Sale Figure

Sources

• Market Profile for Skincare and Cosmetic Products in the Hong Kong

Market

New Zealand Trade & Enterprise

• Cosmetics and Toiletries Market Overview American Consulate General

Hong Kong

• LUSH homepage

http://www.lush.co.uk/

• 2007 Nielsen Ratings Audience Tracking Data

• MTR Patronage Figures for September 2010

http://www.mtr.com.hk/chi/investrelation/patronage.php

• TVB Ad Enquire

http://www.tvb.com/tvbsales/ratecard/ratecard.htm

• 2006 Population By-census

http://www.bycensus2006.gov.hk/en/data/data2/index.htm

A Soap that brings Hope