Essay on Lush Cosmetics

3726 Words Oct 20th, 2015 15 Pages
MARKETING ASSIGNMENT
REPORT WRITING ON LUSH COSMETICS EXECUTIVE SUMMARY: This report is on LUSH cosmetics – a sustainable brand in cosmetic industry. This report will describe about marketing history, company ethics and current market position of LUSH. This report also deals how LUSH is making their products with sustainability and what marketing strategy they are following. We will discuss about marketing mix of LUSH, How they are doing ethical business and their position in competitive market. We will also do SWOT analysis and LUSH position mapping with other brands. This report also concentrates how LUSH can improve its marketing strategy.
Keywords: Organic, Cosmetic, Sustainability, Product Portfolio, Marketing mix,
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1.INTRODUCTION:
LUSH – a global pioneer brand name in cosmetic industry. LUSH which was defined as fresh and green is for its famous natural and handmade cosmetics, which will give customers a unique experience. In introduction we will discuss about the evaluation of LUSH cosmetics, their company profile and their impact on sustainability.

1.1 MARKETING BACKGROUND OF LUSH:
LUSH –The Brand Name started their journey 30 years ago. LUSH was founded by Mark Constantine in 1995 with a hope of an initiative of natural cosmetic industry. In 1976 Mark Constantine was studying on trichology (Cosmetic study which concentrated on hair and scalp) and his friend Liz Weir, a beauty therapist both decided to start their own business.They started making products with natural ingredients in their kitchen. At that time Mark contacted with Anita Roddick (Founder of The Body Shop) and started to supply their beauty products for The Body Shop. They were the biggest successful provider for Body Shop over a decade. At this point of time Body Shop bought their product formulas.In 1987 they decided to start their own catalogue order cosmetics company called “Cosmetics To Go” (1987-1994). The company went bankrupt in 1994 due to not fulfilling customer’s requirement, cost of price and other issues. For this reason they sold the company. Finally in 1995 Mark

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