ICFAI

Center for Management Research

Sustainable Packaging Practices
At Lush Fresh Handmade
Cosmetics
Case study
Reference no 7!"#"$
This case was written by Debapratim Purkayastha, ICFAI Center for Management Research. It is
intene to be use as the basis for c!ass iscussion rather than to i!!ustrate either effecti"e or
ineffecti"e han!ing of a management situation. The case was compi!e from pub!ishe sources.
# $%%&, IC'AI Center for Management Research (ICMR).
*o part of this pub!ication may be copie, store, transmitte, reprouce or istribute in any
form or meium whatsoe"er without the permission of the copyright owner.
Sustainable Packaging Practices at
Lush Fresh Handmade Cosmetics
+Packaging is rubbish an for too !ong we ha"e ha to suffer e,cessi"e amounts of it. *ow that
the true financia! an en"ironmenta! costs are becoming ob"ious, customers are cha!!enging
manufacturers an retai!s to cut the wrap. Companies !ike ours nee to think outsie the bo, an
present customers with inno"ations that a!!ow them to buy tru!y nake proucts.-
.
% Mark Constantine& Managing 'irector and Co"founder& Lush Fresh Handmade
Cosmetics& in (7)
+It isn/t !ike The 0oy 1hop, where proucts are package !ike norma! cosmetics. It !ooks "ery
natura! an it seems to !ink hea!th an we!!ness in too. The bran is "ery open an appears to be
saying that it has nothing to hie.-
$, 2

% 'iana 'odson& Cosmetics and *oiletries Industry +atch Analyst& ,urornonitor
#
& in (-)
PAC.A/L0/ IS R122ISH3
In mi3$%%4, 5ush Fresh 6anmae Cosmetics (5ush), a 783base proucer an marketer of
ethica! beauty proucts with aroun 9%% stores wor!wie, !aunche a campaign against
e,cessi"e packaging by the inustry. As part of the campaign in the 78 an Canaa, 5ush
emp!oyees wore nothing but an apron to high!ight the a"erse impact of e,cessi"e packaging an
urge the consumers to :;o *ake/ by purchasing proucts which i not ha"e any packaging.
The company ha a!reay set an e,amp!e on the packaging front with a!most <9 percent of its
proucts coming without any packaging.
9
The :;et *ake/ campaign, as it was ca!!e, recei"e a
!ot of pub!icity an a!so sparke a ebate on the o"er3use of packaging by the inustry.
5ush was estab!ishe in .==9 by Mark Constantine (Constantine) together with his wife Mo
Constantine (Mo) an co!!eague 6e!en Ambrosen. The company ha a f!at management structure
with the irectors, inc!uing Constantine himse!f, acti"e!y in"o!"ing themse!"es in the operations
of the firm right from new prouct e"e!opment to persona!!y training the emp!oyees. The
company ha a strong ethica! stance with a !ong3staning commitment to eco3frien!y natura!
proucts, anti3anima! testing, an fair an ethica! trae.
The ha!!mark f the bran was its passion for fresh an natura! hanmae proucts. It mae
proucts from natura! ingreients (inc!uing fruits an "egetab!es), e"en ones that were rare!y
use in cosmetics The co!ors, shapes, si>es an aromas of the proucts such that anyone cou!
mistake them for an eib!e item. The names of the proucts too were uncon"entiona!. For
instance, the company ha a skin conitioner ca!!e :0uffy the 0acksie 1!ayer/ an a soap
name :Demon in the Dark/. The proucts were heape on wooen tab!es as in an o!3fashione
e!icatessen.
<
The proucts ha minima! packaging or no packaging a!!. 1ome proucts were
e"en shape !ike huge cakes an cut an price by weight. The company i not market its
proucts in the traitiona! manner but re!ie on in3store a"ertising, wor3of3mouth (?@M)
a"ocacyA
4
, an pub!ic re!ations (PR). 5ush ha e"e!ope an e"ange!ica! customer base, which
inc!ue many ce!ebrities. ',perts fe!t that 5ush was a cu!t bran that ifferentiate itse!f from
other retai!ers of beauty proucts by its inno"ati"e proucts, superior customer ser"ice,
uncon"entiona! marketing approach, an uncompromising ethica! stance.
In $%%4, in aition to the :;et *ake/ campaign, the company announce that company wou!
use popcorn as !oose fi!! for packaging the proucts meant to be shippe to its mai! orer
customers. 1ome e,perts consiere this as a packaging inno"ation. Ana!ysts note that
companies were trying to mo"e towar sustainab!e packaging, but it was e"ient that packaging
cou! not be one away with a!together. This was because, in aition to its protecti"e ro!e,
packaging as a marketing (promotiona!) too! was becoming more important by the ay with a
change in the meia consumption beha"ior of the consumers. h such a scenario, e,perts were
impresse by 5ush, which ha shown that sustainab!e packaging practices cou! be goo for
business an that packaging was nothing more than rubbish.
Ana!ysts a!so fe!t that a key reason for 5ush/s success was its corporate cu!ture. Accoring to
them, e"eryone from the irectors to the peop!e working in the shops share the "a!ues of the
bran.
2AC./R410' 04*,
5ush was foune by Constantine an Mo in .==9. Constantine was a tricho!ogist
&
by training.
6e e"e!ope an interest in make3up at the age of .B, but as there were !imite opportunities for
ma!e make3up artists uring that time, he traine in hairressing an tricho!ogy at the Institute of
Tricho!ogists.
=
After a stint at an '!i>abeth Aren hairressing sa!on,/
.%
an some free3!ance
assignments with some of 5onon/s premier hair sa!ons, he estab!ishe a beauty business ca!!e
Constantine an ?eir P!c (CC?) with his frien '!i>abeth ?eir (?eir) in .=4<.
..
Constantine
an his creati"e team at CC? starte e"e!oping a range of bath an boy proucts which they
manufacture in a workshop in Poo!e, Dorset, 78. CC? a!so starte supp!ying these natura!3
base cosmetic proucts to a number of retai!ers.
In ear!y .=44, Constantine impresse Anita Roick (Roick), the founer of The 0oy 1hop/
.$
(0oy 1hop), with his proucts an soon became a regu!ar supp!ier to the fast growing chain.
1ome ana!ysts attribute the growth of 0oy 1hop in the . =&%s to the inf!uence of Constantine
an his creati"e team at CC?. Constantine/s business a!so grew with the growth of 0oy 1hop.
0oy 1hop benefite the most from the anti3anima! testing s!ant that Constantine introuce to
the cosmetics business. 6e prouce most of 0oy 1hop/s best3se!!ing proucts inc!uing
c!assics such as :peppermint foot !otion/ an :ice b!ue shampoo/. During that time, Constantine
was "ery inf!uentia! in 0oy 1hop. In its heyay, CC? was a "ery profitab!e firm with sa!es of
D&.9 mi!!ion./
.2
0ut in the !ate .=&%s, the re!ationship between Constantine an 0oy 1hop soure with 0oy
1hop turning own some of his inno"ati"e prouct ieas an other ifferences a!so cropping up.
It was a!so reporte that Constantine freEuent!y got into arguments with Roick, especia!!y
when she rep!ace unbreakab!e g!ass containers with p!astic containers that cou! not be
Recyc!e, in a bi to cut costs.
.B
Apparent!y the prob!ems starte in .=&B when 0oy 1hop went
pub!ic. It was reporte that some of 0oy 1hop/s a"isors i not want the company to be re!iant
on a sing!e supp!ier. In .==%, Constantine starte a mai! orer cata!ogue business Cosmetics to
;o (CT;), as he was getting increasing!y insecure at the prospect of 0oy 1hop shifting its
prouction in3house The "enture was heaEuartere at Poo!e In .==B, Constantine so! the
manufacturing rights of his CC? proucts to 0oy 1hop for D< mi!!ion an in"este the money
in CT;.
.9
CT; so! natura!, hanmae beauty prouct an perfumes that were no 1te r anima!s.
@n!y a minima! amount of preser"ati"es an chemica!s were use in the proucts, which a!so
ha minima! packaging. Customers cou! browse through the cata!ogue on the ?eb an choose
from a range of proucts with funky names an wacky escriptions. 1uch an approach ha ne"er
been use to market cosmetics before.
.<
6owe"er, CT; turne out to be a big fai!ure. It bui!t up a customer base Euick!y but grew so fast
that it cou! not fu!fi!! the orers swift!y enough.
.4
In"entory management became big prob!em
as it fai!e to assess the eman for the proucts. It was either uner3stocke or o"er3stocke.
The new business was a!so practica!!y burie uner the weight of too many proucts being
offere at a iscount. The team at CT; a!so esigne e,pensi"e marketing campaigns that fai!e
miserab!y. CT; went bankrupt an Constantine was !eft with a !arge ebt.
Constantine/s team ra!!ie behin him an poo!e in D.B,%@@ which they in"este in their new
"enture Cosmetic 6ouse.
.&
Constantine an his team starte impro"ising with uncon"entiona!
too!s in Constantine/s kitchen at his Poo!e resience to prouce cosmetics as they ha ha to se!!
off the regu!ar eEuipment to pay off their ebts. The team ha to share one beaker between them
an use househo! items such as omestic foo processors, pans, p!astic buckets, rainpipes, an
e"en the tops of toy bo,es, to prouce their proucts. The fruits an "egetab!es that they
e,perimente with were bought from the !oca! market. The team so! their wares at car boot
sa!es.
Constantine an his team then ecie to try the retai! business. 0ut the group ha to wait unti!
.==9 to openi.fr ne,t store ue to a non3compete c!ause with 0oy 1hop. They "isite "arious
shops an notice certain facets that they !ike. 5ater they incorporate these into their new
"enture.
.=
Constantine conucte a competition to choose the name for the new store. A
customer from 'inburgh, 78, came out with the winning entry, :5ush/. Constantine sai, +It
can mean green, make you think of the rain forest, a passage of poetry, a piece of music, or
someone who has ha too much to rink.-
$%
The first 5ush store was forma!!y opene in Poo!e,
Dorset, 78, on May $2, .==9.
In !==<, 5ush mae a profit of D9,%%% that enab!e it to open more stores. Many peop!e who were
keen to open 5ush out!ets in their nations starte approaching Constantine once the first 5ush
stores were opene in 5onon. Constantine reFecte these offers for some time but then re!ente.
0y Apri! .==&, the retai! chain consiste of $9 stores. The business was e,pane with e,isting
an on3going re"enues.
$.
In $%%., 5ush surprise its e .i.iia!s by winning the MAPIC Awar
$$
for the most ynamic internationa! retai!er in the 6ea!th an 0eauty category, beating brans !ike
@rigins
$2
an 1ephora
$B
.
$9
Ana!ysts fe!t that 5ush ha been "ery successfu! in ifferentiating itse!f from its competitors
through a!! aspects of its business, be It its strong ethica! stance, proucts, packaging, or in3store
e,perience. (Refer to ',hibit I for 5ush/s mission statement an to ',hibit II for its ethica!
practices). 7n!ike other marketers of ethica! Cosmetics, it se!om resorte to preaching its iea!s,
as it sai it be!ie"e in practicing rather than preaching.
In the !ate . ==%s, e"en as 5ush was going from strength to strength, 0oy 1hop was facing
many prob!ems. In fisca! year $%%., 0oy 1hop/s operating profits ecrease to D.&.$ mi!!ion as
compare to D22.% mi!!ion in fisca! year $%%%. 0oy 1hop/s owners began consiering se!!ing
their stake in the company. 5716, with a turno"er of aroun D2% mi!!ion an aroun .%% stores,
mae a bi to acEuire 0oy 1hop which was a!most ten times its si>e in terms of turno"er.
Constantine offere D.49 mi!!ion for the 0oy 1hop, an wante to bran it :8ept it F!uffy/.
$<
The meia got win of the story an starte specu!ating on the subFect. 0ut Roick ismisse
the news as :a ba Foke/. Despite this setback, which reporte!y paine Constantine, 5ush
continue growing organica!!y.
As of May $%%4, 5ush ha c!ose to 9%% stores wor!wie in 24 countries across the wor!.
$4
5ush/s sa!es toppe D.B9 mi!!ion for the year ening Gune $%%4 an it ha o"er .,9%%
emp!oyees.
$&
S,LLI0/ 50A.,'6 PR4'1C*S
5ush offere a "ariety of proucts in skin care, bath an boy care, off3beat gift ieas, etc. A!!
the proucts were hanmae. 5ush use minima! packaging for its proucts. For instance, it so!
so!i bars of shampoos an eoorants. 1oaps were wrappe in greaseproof paper whi!e proucts
!ike bubb!e bars an ba!!istics ha no packaging at a!!. The proucts cou! be carrie home in
paper bags. It use co!or3coes to istinguish between organic proucts an natura! proucts.
+;reen/ signi.ie natura! an organic, +re- was natura!, an +b.ack-signifie safe synthetics.
As of $%%<, a!most <9 percent of 5ush/s proucts came with no packaging at a!!. This effecti"e!y
ifferentiate 5ush from other retai!ers.
In 5ush/s ear!y ays, the high cost of packaging beauty proucts !e the creati"e team at the
company to opt for no packaging at a!! or minima! packaging. In aition to sa"ing money, this
practice a!!owe 5ush to spen more money on what went into the proucts. Constantine
contene that packaging costs accounte for nine3tenths of the cost of the prouct then. 6e
e,p!aine, +Packaging is so boring. 1me!!ing an touching is Fust more fun for the senses ... If
you on/t use packaging you can use higher Eua!ity ingreients.-
$=
For instance, he pointe out
that since its bath bombs were not package, the money sa"e cou! be uti!i>e to put e,pensi"e
ingreients !ike rose an orange b!ossom abso!ute in the proucts. @ther manufacturers cou! not
o this an sti!! make a profit.
Ana!ysts fe!t that the 5ush proucts were so interesting an such fun that packaging wou! ser"e
more as a hinrance. The uniEue se!!ing proposition of the bran was that the proucts were
fresh an aroun 4% percent of them ha no preser"ati"es.
2%
A!! the proucts ?ere "egetarian
an 49 percent of them were suitab!e for "egans.
2.
The proucts were co!orfu! an esigne in
shapes an si>es that resemb!e eatab!es such as cakes, cheese, ice creams, an other esserts.
5ush rew inspiration from sma!! businesses such as the !oca! baker in shaping its proucts. The
aroma an esign of the proucts mae many mistake them for eatab!esH (Refer to ',hibit III for
the photographs of some proucts of 5ush). 7n!ike other beauty prouct manufacturers an
retai!ers, 5ush e"en manufacture the fragrances use in the proucts. Accoring to 5ush, a!! its
proucts containe genuine essentia! oi!s that ga"e them their ini"iua! fragrances. The
proucts were mae of ingreients that were se!om use in making cosmetics. They containe
ingreients as "arie choco!ate, sugar, san, or fruits an "egetab!es such as banana, o!i"es, an
papaya source from the !oca! who!esa!e market. The proucts were markete with a +mae on-
an a +se!! by- ate. They a!so carrie the name an carto<nIf the person who ha mae them.
The prouction team at 5ush ha spent more than $9 years working together an Constantine
acte as the maFor force that ro"e inno"ation at 5ush The proucts were prepare in p!aces that
resemb!e farm kitchens The creati"e team was !e by Mo. The team e"e!ope the proucts on
the basis of their own persona! tastes an preferences 5ush ro"e the market by offering
inno"ati"e proucts an then eucating consumers on how to use them. The cosmetics were
hanmae at 5ush/s prouction faci!ities throughout the wor! so that the proucts so! in the
stores an shippe through mai! orer remaine fresh.
2$
5ush iscare one thir of its !ow3
performing proucts e"ery few months. The team he! +Mafia meetings- at which they ecie
that which proucts were to be +e!iminate-. ?ith proucts as inno"ati"e as these, 5ush cou!
not ha"e use any forma! marketing research for new prouct e"e!opment (*PD). It, therefore,
re!ie on the ieas an feeback of its emp!oyees, of :5ushies/
22
, an of ear!y aopters, to
e"e!op an fine3tune their proucts. 5ush/s C'@, Anrew ;errie (;errie), amitte that using
such a raica! approach reEuire a goo ea! of consumer eucation.
*PD was ne"er hampere by the fear of making mistakes. If the team mae a mistake they took
it in their strie an !earne from it. For instance, when 5ush !aunche 1o!i ;o! 0ath, a
bubb!e3 bath bar, it fai!e to take off as it was in the form of a !oaf that ha to be cut in s!ices.
Customers ha to wait for an unu!y !ong time for the who!e process to be o"er. This prompte
5ush to repackage the prouct in the form of sausages, keeping them in crates to make it easy for
customers to pick them up. The repackaging resu!te in a noticeab!e impro"ement in the sa!es of
the bran.
The isp!ay of the proucts in the stores was so attracti"e that no amount of cost!y packaging
cou! ha"e ha better "isua! appea! (Refer to ',hibit IJ for a photograph of how proucts are
arrange e!i3sty!e in 5ush stores). 5ush was a se!f3professe +cosmetics grocer-. It rew
inspiration from !oca! businesses such as how fruit3se!!ers isp!aye their ware. Proucts of
"arious si>es, shapes, an co!ors were pi!e up on wooen tab!es an in front of the shop
winows Fust !ike an o!3fashione e!icatessen. It was har for the passers3by to miss the
fragrances coming out from the 5ush stores. ;enie sai, +Peop!e !ook at 5ush shops an say,
:?hat is itA Is it a pi>>a p!ace, a cheese e!icatessenA/ It/s intriguing an peop!e are rawn in
when they sme!! the proucts. It has a no"e!ty an a "isua! impct.-
2B
@nce insie, customers cou! actua!!y see, sniff an touch the proucts before buying them.
Insie the stores were heaps of soaps, bubb!e baths, an bath ba!!istics of "arious co!ors
isp!aye in a "ery attracti"e manner with the name of the proucts an escriptions written on
hanwritten banners or b!ackboars. 0ow!s of water were kept in front of e"ery heap so that the
emp!oyees cou! emonstrate the proucts an the customers cou! try them out. The stores
fo!!owe a se!f3 ser"ice system hut enthusiastic emp!oyees were a!ways at han to he!p. The
emp!oyees usua!!y urge customers to sme!! the proucts an a!so to! them how to use them. It
was a!so not uncommon for an emp!oyee to gi"e a new prouct to a customer as a present. Many
customers rate the 5ush emp!oyees high in frien!iness an !e"e! of ser"ice. 1ome e,perts fe!t
that this ser"ice orientation was a resu!t of the emp!oyees/ strong affinity with the bran an their
Fobs, an their sharing the founers/ passion for natura! proucts an customer ser"ice.
5ush/s in3store a"ertising reinforce its commitment to being an ethica! business an ga"e its
customers a c!ear conscience. In keeping with its ethica! stance, it i not re!y on traitiona!
marketing practices such as a"ertising to se!! its proucts. 6a"ing sai that, it i not
aggressi"e!y pub!ici>e its ethica! agena an esiste from preaching to customers. The company
sai that it be!ie"e in practicing rather than preaching. Constantine sai, +?e/re "ery keen on
en"ironmenta! issues. @ur approach is, rather than recyc!e a bott!e) on/t ha"e a bott!eH The
impact can be huge. For e,amp!e, we reckon se"era! mi!!ion shampoo bott!es ha"en/t gone to
!anfi!!s because peop!e ha"e use our shampoo baths. That sai, we on/t rea!!y !ecture peop!e3
we o it by stea!th.-
29
Its prouct !ine such as so!i shampoos, so!i conitioners, eoorants, massage bars, an so!i
bubb!e bath were aime at reucing unnecessary packaging an protecting the en"ironment.
Many of 5ush/s proucts were esigne as butchers/ b!ocks, which were price by weight
Accoring to 5ush, its so!i prouct !ine, which it ca!!e :nake/, were concentrate, an
weighe much !ess than the !iEui or semi3!iEui "ersions. @ne !orry3!oa of so!i shampoo bars,
for e,amp!e, wou! be enough for &%%,%%% washes but it wou! take .9 !orry3!oas of !iEui
shampoo for as many washes, it saI.
2<
The paper bags, reusab!e containers, an carboar bo,es use for packaging an shipping were
a!! mae from recyc!e materia!s. The company encourage its customers to bring their own re3
useab!e containers an shopping bags for its proucts !ike boy butters, so!i c!eansers, shower
Fe!!ies, massage bars, etc. It a!so reware customers who reuse an recyc!e its shopping bags.
Accoring to the company, appro,imate!y three mi!!ion p!astic bott!es were :not manufacture,
transporte, an ispose off in $%%<, because its customers chose to buy its so!i shampoo bars
instea of a bott!e prouct.
24
P4PC4R0 PAC.A/I0/
5ush, which a!so ran a mai! orer cata!ogue, ha to ship !arge Euantities of its proucts safe!y to
its customers without compromising on its commitment to the en"ironment. It was a!ways trying
to impro"e its containers an packaging materia!s so that they cou! be reuse more number of
times orKan wou! break own faster after use. Companies genera!!y use po!ystyrene chips or
shree paper as !oose fi!! whi!e shipping their proucts to keep the e!icate items intact. In
$%%4, whi!e in"estigating potentia! packaging materia!s that wou! be more eco3frien!y, 5ush
hit upon the iea of using popcorn. Though the energy neee to prouce shree paper was
simi!ar to that reEuire to prouce popcorn, popcorn was far more bioegraab!e an wou!
egrae much Euicker when p!ace on a compost bin. Accoring to the company, popcorn was
"ery effecti"e as a !oose fi!! as tests showe that si, out of the si, times it mai!e a !ight bu!b in
the post using popcorn as a !oose fi!!, it arri"e intact (Refer to ',hibit J for 5ush/s popcorn
packaging).
7nti! then, 5ush ha been using shree paper as !oose fi!!. 0ut the prob!em with shree
paper was that the ink from the paper cou! get on to the proucts To pre"ent this companies
genera!!y wrappe the proucts in p!astic bags.TsiiFpcorn instea of paper wou! not on!y
reuce the consumption of paper, it wou! a!so reuce the use of p!astic bags by B.< mi!!ions a
year, accoring to 5ush.
2=
Moreo"er, popcorn was <% percent !ighter than paper, it reEuire .%
percent !ess energy to transport.
B%
Inustry watchers appreciate this mo"e of 5ush with some consiering it an inno"ation in
packaging. 1ome fe!t that it wou! probab!y pro"e to be a better protecti"e packaging when
comi9are to shree paper. They ra"e about the simp!icity an c!e"erness isp!aye by the
company an wonere how others ha misse this eco3frien!y an cost3effecti"e option.
Coming Fust after the much3pub!ici>e :;et *ake/ campaign, 5ush/s ecision to use popcorn as
packaging materia! showe that it was not Fust pro"iing !ip ser"ice to sustainab!e packaging but
was committe to this issue, they sai. 6owe"er, others fe!t that 5ush strategy of using popcorn
as packaging materia! cou! backfire in the future with the e"er3 increasing eman for corn to
prouce bio3fue!s. 1ome of them a!so sai that if the popcorn use was not organic, there wou!
be no great benefit as the agrochemica!s use in proucing corn were not easi!y bioegraab!e.
A CAMPAI/0 A/AI0S* PAC.A/I0/
In mi3Gu!y $%%4, 5ush starte a nationwie campaign in the 78, bi!!e the :;et *ake/
campaign, against e,cessi"e packaging by the inustry. Accoring to 5ush, the campaign was
aime at high!ighting the e,cessi"e use of packaging in the retai! inustry an to protect the
en"ironment. As part of the campaign, emp!oyees of "arious 5ush stores wore Fust aprons to
show that packaging was unimportant an urge its customers an passers3by to :go nake/ by
purchasing proucts with no packaging. The campaign that was conucte in 99 cities in the 78
was part of a wor!wie campaign !aunche by the company against packaging.
B.
(Refer to
',hibit JI for screenshots of 5ush/s homepages in some countries uring the campaign). The
fo!!owing month, the campaign was !aunche in Canaa.
The emp!oyees who "o!unteere for the campaign wore a white apron with :Ask me why I/m
nake/ written on it. They istribute !eaf!ets to passers3by to sprea awareness against
packaging an to make them conscious of the impact of packaging on the en"ironment.
Accoring to 5ush, packaging contribute to two percent of greenhouse gases, an p!astic use
up eight percent of the wor!/s oi! resources.
B$
5ush contene that there was no nee to use
packaging for e"erything, such as fruit, "egetab!es, an beauty proucts.
B2
Dawn ?i!!iams, store
manager, 5ush store at 5ion Lar, Cambrige, sai, +?e are putting two mi!!ion p!astic bott!es
into !anfi!! sites e"ery two hours in tic 78, an in the 71 it is two mi!!ion e"ery two minutes. It
has to stop an most peop!e aren/t aware how serious the prob!em is.
BB
@"er3packaging was a serious en"ironmenta! ha>ar. The 78 generate .% mi!!ion tons of
packaging waste per annum.
B9
It/s recyc!ing rates were one of the worst in 'urope. In $%%<, it
ranke thir from the bottom, Fust abo"e ;reece an Portuga!.
B<
Canaa generate $9.$ mi!!ion
tons of waste per year
B4
, which mae it one of the highest per capita greenhouse gas emitters in
the wor!. In aition to ep!eting the earth/s scarce resources, the p!astics use in packaging
ene up in !anfi!!s an took hunres of years to egrae. Accoring to 5ush, packaging was
wastefu! as it cou! cost three times more than the actua! prouct. Constantine sai, +It/s cra>y.
Lou pay more for packaging than the ingreients, an then you ha"e to pay again to chuck the
wretche stuff away.-
B&
The campaign in the 78 coincie with the program ca!!e The InsierM Packaging is Rubbish
that aire on Gu!y .2, $%%4, on Channe! B
B=
.
9%
In the program, Constantine iscusse the e"i!s of
e,cessi"e packaging an sai how an a"erage fami!y unknowing!y spent aroun D9%% per annum
on packaging of their foo items a.one.
9.
Constantine pro"ie "arious e,amp!es of o"er3
packaging an especia!!y sing!e out the practice of packaging fruits an ini"iua! portions of
ketchup for criticism. 6e contene that it took aroun .$% ini"iua! sachets of mi!k, sugar, an
sauce to pro"ie the same amount as one !arge carton.
9$
?hi!e the cartons cou! be recyc!e,
most of these ini"iua! sachets ene up in !anfi!!s. 6e urge the consumers to shun proucts
that were o"er3package in fa"or of proucts with minima! packaging, keeping the future
generations in min. In aition to this, Constantine a!ong with the ?omen/s Institute
92
(?I)
short3!iste the fi"e worst cases of o"er packaging of proucts. ?I wou! fi!e a comp!aint against
this fi"e proucts to Traing 1tanars uner The Packaging ('ssentia! ReEuirements)
regu!ations, $%%2 (Refer to ',hibit JII for a brief note on the Packaging ('ssentia!
ReEuirements) Regu!ations $%%2).
Ana!ysts fe!t that 5ush ha "ery committe emp!oyees who share the founers/ passion for the
"a!ues promote by the 5ush bran. For the :;o *ake/ campaign, 5ush was not short of
"o!unteers though it was not strict!y reEuire of them to participate.
9B
Though some of them were
a bit ner"ous at the beginning, their ner"ousness wore off as soon as they starte e,p!aining their
message to the target auience.
99
The "o!unteers sai that the campaign was we!! recei"e by the
target auience. ?eny Reiing, a Trainee Manager at 5ush/s store in ?imb!eon sai, +@ur
aprons sai :Ask me why I/m nake/ so !ots of peop!e spoke to us an we got a nice reaction. I
think we got our point across.-
9<
6owe"er, at certain p!aces, the po!ice put an abrupt en to the
campaign after recei"ing comp!aints of pub!ic inecency.
94
Though most of the ana!ysts were a!! praise for the campaign, some fe!t that it was a c!e"er p!oy
by the retai! chain to get some free pub!icity.
9&
1ome of them a!so saw a contraiction in 5ush
istributing !eaf!ets mae of paper to promote the en"ironment. In aition, the 5ush campaign
in Canaa became embroi!e in a traemark row. A Canaian businesswoman 5aure! 0ai!ey,
the founer of *ake 1oap works, c!aime that she ha got the wors
:*ake/ an :;et *ake/ appro"e as traemarks an that 5ush/s campaign
infringe on her traemark. 6er !awyer issue a cease3an3esist eman against 5ush.
Countering the c!aim, Mark ?o!"erton Presient, 5ush *orth America, sai, +If you rea our
website, :nake/ refers to the escription of proucts. It/s a escription of a thing an not a
traemark.-
9=
5ush/s practice of pro"iing a !iEui a!ternati"e to customers who i not want the so!i
proucts an its use of :safe synthetics/ ha rawn criticism in the past. In Ganuary $%%< 5ush
was a!so fine D2,4%% for fai!ing to supp!y certificates to show it ha reco"ere an recyc!e
waste packaging an for fai!ing to register with the 'n"ironment agency of 'ng!an an
?a!es.
<%, <.
04* 40L7 S1S*AI0A2L,& 21* F10 *44
5ush ha grown to enFoy a cu!t bran status.
<$
Accoring to Mark Ritson (Ritson), Associate
Professor of Marketing, Me!bourne 0usiness 1choo!
<2
, e"ery aspect of 5ush/s operation e,ue
bri!!iance an the bran was mo"ing towar an +iconic power bran- status. 5ush ha e"e!ope
a !oya! an e"ange!ica! customer base. It was not uncommon for its customers to poo! their
resources to purchase 5ush proucts in bu!k an arrange a get3together when the proucts were
e!i"ere. 5ush was "ery c!ose to its customers an !istene to them serious!y.
The most significant aspect of the 5ush bran was that it was uncon"entiona! whether in it/s
packaging, new prouct e"e!opment, or its way of retai!ing. For instance, its minima! packaging
effecti"e!y ifferentiate it from its competitors an a!so ga"e the bran a "ery open fee!. It ha
great "isua! appea! an the customers cou! touch, sme!!, an try out the prouct, before buying
it.
Ritson fe!t that 5ush ha a!so ifferentiate itse!f "ery smart!y through its enthusiastic emp!oyees
who he!pe push the company into the ranks of the top ten p!aces to work for in the 78
<B
an the
wacky approach to prouct e"e!opment an isp!ay. It use sensory stimu!ation to bui! its
bran3particu!ar!y using scent to create a positi"e response. The entire 5ush e,perience ga"e
customers a coherent an comp!ete message. ',perts fe!t that 5ush e,emp!ifie integrate
marketing.
Accoring to e,perts, more than anything e!se, the cu!ture, "a!ues, an purpose of the bran were
strong factors that contribute to !ush/s success. '"eryone from the irectors to the peop!e
working in the shops share the "a!ues of the bran. 5ush recruite its staff carefu!!y for cu!tura!
fit. 5ush/s +passionate commitment an c!arity of "a!ues- ensure that it communicate a
consistent an creib!e bran message. This was responsib!e for the customers sharing a strong
bon with the bran an a!so for ?@M a"ocacy being generate for the bran, they sai.
',perts consiere 5ush as the 78/s most successfu! beauty concept since 0oy 1hop. 5ush
was as re"o!utionary in :itNs time as 0oy 1hop ha been in the . =&%s. The comparisons
between 5ush an 0oy 1hop were una"oiab!e gi"en the fact that the two companies share a
common history. 6owe"er, !ush/s retai! irector Rowena 6ofbauer fe!t that there were
significant ifferences between the brans. 1he sai, +A!though there are simi!arities, we/re Euite
ifferent. They are package... I on/t know how fresh their proucts are. 0ut in the cosmetics
inustry, we comp!ement each other OThe 0oy 1hop went on the stock market an I efinite!y
notice that, as supp!iers an creators, we cou! not be as creati"e because of the shareho!ers/
response. ?e on/t ha"e any p!ans to o that.-
<9
Many e,perts opine that the !ikes of 0oy
1hop wou! ha"e to work harer to keep up with 5ush/s creati"ity an Inno"ation. 5ush i not
copy the en"ironmenta! an inno"ation princip!es of the 0oy 1hop, but took them to a new
imension. This coup!e with 5ush/s s!ow but steay g!oba! e,pansion an antipathy towar
traitiona! marketing mae the company Euite uniEue, they sai.
IS PAC.A/I0/ 0,,',' AF*,R ALL8
5ush/s campaign against packaging starte a ebate regaring the nee for e,cessi"e packaging.
The company a!so re!ease resu!ts of its sur"ey which foun that =& percent of peop!e thought
that the inustry neee to reuce packaging an BB percent sai that they wou! opt for a
particu!ar bran because it use !ess packaging than its Competitors. Anrew 0ut!er, 5ush/s
campaign manager, sai, +This sur"ey shows that peop!e are becoming more aware of the impact
of packaging in terms of the en"ironment an of their responsibi!ity to minimi>e the amount of
:waste they generate. ?ith consumers suffering uner a mountain of packaging, these finings
shou! ser"e as a wake3up ca!! to retai!ers to cut the wrap or risk !osing customers.-
<<
1ome
inustry watchers fe!t that !ush was setting a goo e,amp!e through its sustainab!e packaging
practices an other marketers shou! emu!ate it in the best interests of the en"ironment an the
future generations.
6owe"er, there were others who fe!t that packaging cou! not be tota!!y one away with.
Proponents of packaging argue that packaging he!pe in pro"iing goos n speei!y, more
cheap!y, an in better conition/,
<4
They a!so argue that the en"ironmenta! acti"ists often fai!e
to recogni>e the ro!e of packaging in protecting the proucts an pre"enting waste. ;oron
Carson, eitor of packaging news
<=
, sai, +Packaging has a rea! "a!ue an has an important ro!e
to p!ay in keeping proucts fresh. A !ot of eib!e foo is thrown away each year an without
packaging we wou! be wasting much more.-
4%
5ush/s own sur"ey too showe that more than
ha!f of the peop!e sur"eye sai that e,cessi"e packaging wou! not bias them against buying the
prouct.
In aition to this, packaging was "ery much a part of marketing the proucts. A spokes man for
7ni!e"er P!c.
4.
(7ni!e"er/) sai. +Proucts ha"e to be attracti"e to the peop!e that use them. It/s
a!ways a cha!!enge to get the ba!ance right between efficacy an attracti"eness.-
4$
Consumers are
often attracte to the aesthetic appea! of a we!!3esigne package an some marketers argue that
cutting the packaging wou! take the fun out of shopping +Gane 0icker stone of the Inustry
Counci! for packaging an the en"ironment
42
, sai, +Te!!ing retai!ers an manufacturers remo"e
a!! packaging, especia!!y on !u,ury goos, wou! be !ike asking someone to go to a weing
wearing a string "est. I/m not in fa"or of e,cessi"e packaging, but nowaays we a!! e,pect goos
to come in perfect conition an to be a"ai!ab!e at a!! times of the year, an often this means an
e!ement of packaging is neee.-
4B
The ro!e of !a"ish packaging in the marketing of beauty
proucts was a!so consiere to be "ery important as the proucts ha an aspiration aspect to
them.
Moreo"er, with the marketers unab!e to attract as much attention through their traitiona!
a"ertising as before, they were increasing!y "iewing packaging as a potent a"ertising too!.
?ith the rise of the internet an cab!e TJ an the change in the consumers/ meia consumption
beha"ior, marketers were no !onger sure that the target auience was watching its commercia!s.
Therefore it was resorting to packaging inno"ations to attract the consumer/s attention. Gerry
8athrnan, C'@ of 5P8
49
, sai. +The meia is fragmente, an we can/t fin peop!e 33we can/t
get them to sit own an !isten to our argument on a te!e"ision spot. The package can con"ey
that argument.-
4<
This was cite as a reason behin 7ni!e"er/s ecision in $%%4 to change the
shape of its sua"e shampoo bott!es for the first time in $9 years an to offer its A,e shower ge!
bott!es in the shape of "ieo3game Foysticks in the 71. Ana!ysts e,pecte more such packaging
inno"ations that wou! try to market the prouct as we!! as cross3se!! other proucts in future.
*e"erthe!ess, organi>ations were a!so trying to go in for :greener/ packaging that wou! ha"e
!ess of an impact on the en"ironment. 1ome organi>ations were making packaging changes in an
effort to reuce container si>es so that the impact on the en"ironment was reuceP others were
opting for packaging materia!s that cou! be reuse anKor recyc!e. For instance, 7ni!e"er was
!aunching ranges such as the 1ma!! an Mighty concentrate etergents, which ha forty percent
!ess packaging an reuce the amount of !orries an fue! use in e!i"eries.
44
?ith the increase in
consumer awareness regaring the en"ironment an the growing preference of a section of the
consumers for more en"ironmenta! frien!y a!ternati"es, organi>ations cutting across inustries
were trying to reuce their en"ironmenta! footprint in "arious ways. An sustainab!e packaging
or green packaging was s!ow!y but sure!y becoming one of the focus areas.
41* L44.
',perts fe!t that 5ush ha effecti"e!y ifferentiate itse!f from its competitors through its strong
ethica! stance, proucts an packaging, an the way in which it conucte its business. Tren
consu!tant Anrea Praet, of Promosty! americas,
4&
fe!t that 5ush/s !ack of packaging was a huge
se!!ing point. This, coup!e with its strong ethica! stance, wou! stan it in goo stea in the
future. +If anything they/!! continue to become e"en more popu!ar. 0eing green isn/t a tren. It/s
a mo"ement... The prouct efinite!y matters but peop!e are becoming "ery intereste in the
ethics of the companies,-
4=
she sai.
6owe"er, some e,perts fe!t that 5ush/s success notwithstaning, it shou! opt for more
traitiona! a"ertising. They fe!t that 5ush/s re!iance on in3store a"ertising cou! pro"e counter3
proucti"e as the competition in the segment was intensifying. Mart Conno!!y (Conno!!y),
irector of 'nab!e,
&%
sai that 5ush/s customer was a :1';@R/ (someone with :sustainab!e,
ethica!, green, organic, or responsib!e/ attributes). 6e fe!t that this type of a customer wante to
buy ethica!!y, but his research ha shown that on!y one out of ten actua!!y i so. Accoring to
Conno!!y, there was a gap between their menta! engagement an their actua! beha"ior which
cou! be brige on!y through marketing communication. This was where the mass meia or
more traitiona! meia cou! he!p in reaching those customers.
',perts fe!t that traitiona! a"ertising wou! he!p 5ush reap rich rewars as it was face with an
opportunity to wean away a chunk of 0oy 1hop/s customers.
&.
6owe"er, in the absence of such
a"ertising, the message was at the risk of getting !ost. 1ome e,perts a!so fe!t that 5ush ha a fun
image an not rea!!y a serious ethica! one, an that it wou! be amp!y reware if it focuse
intense!y on high!ighting its ethica! stance.
Constantine/s "ision was to ha"e .,%%% 5ush stores aroun the wor! by $%%&.
&$
5ush ha no
p!ans to go pub!ic as Constantine fe!t that it wou! be ifficu!t for the company to sustain its
ethica! stance once it i so. 0ut he amitte that the retai! chain neee funs to rea!i>e its
growth ambitions. +Maybe what we nee is another kin of stock market where Qethica.
companies can trae an it/s unerstoo they wi!! abie by certain Qru.es abo"e others,-
&2
he
sai. *either was there any inication that 5ush wou! opt for a more traitiona! marketing
approach in the near future. 0ut Constantine i not make any secret of the fact that he wou! be
targeting customers of 0oy 1hop e"en more strong!y in the future. 6e reckone that 5ush/s
sa!es ha gone up by .% percent ue to 5/@rea!/s acEuisition of 0oy 1hop.
&B
Constantine was
reporte!y "ery upset when the Roicks so! 0oy 1hop to 5/@rea!, as, !ike many of the 0oy
1hop/s customers, he "iewe this as a se!!out of the 0oy 1hop/s "a!ues an princip!es.
@n the packaging front, the company sai that it continuous!y sought to in"estigate an aopt
en"ironmenta!!y frien!y ways of packaging its proucts. +?e work har to fin that ba!ance
between ensuring your gooies arri"e safe!y, intact, an in their freshest, most effecti"e
conition, whi!e at the same time minimi>ing the amount of packaging we use. It/s an ongoing
process an we/re working to get better at it e"ery ay... more support we get from our
customers for nake, minima!!y package proucts, the more we can o in the future,-
&9
it sai.
Ana!ysts fe!t that 5ush ha pro"e con"entiona! wisom wrong. In an inustry which re!ie
hea"i!y on packaging an a"ertising, it ha create a cu!t bran by oing neither. Despite 5ush
being a comparati"e!y afforab!e bran, the bran came across as a premium bran since it ha
e"e!ope a rea!!y aff!uent customer base. Its fan fo!!owing inc!ue many ce!ebrities (Refer to
',hibit JIII for 5ush/s ce!ebrity fan fo!!owing). It be!ie"e in keeping things simp!e an ha"ing
fun. Constantine contene that its customers +on/t want the packaging or a"ertising because
neither is any use to them-.
&<
,9hibit I
Lush6s Mission Statement
1ourceM +$%%4 Direct 0rief3 5716 Fresh 6anmae Cosmetics,-
www.canaacannes.com, $%%4.
,9hibit II
Lush6s ,thical Practices
Compi!e from "arious sources.
?e be!ie"e...
R In making effecti"e proucts out of fresh organic fruit C "egetab!es, the finest essentia! oi!s,
safe synthetics, without anima! ingreients an in writing the Euantitati"e !ist on the outsie.
R ?e on!y buy from companies that test for safety without the in"o!"ement of anima!s an in
testing proucts on humans.
R ?e be!ie"e in making our own fresh proucts by han, printing our own !abe!s an making our
own fragrances.
R ?e be!ie"e in !ong can!e!it baths, massage, fi!!ing the house with perfume an in the right to
make mistakes, !ose e"erything an start again.
R ?e be!ie"e that our proucts shou! be goo "a!ue, that make a profit an that the customer is
a!ways right.
R ?e a!so be!ie"e that wors !ike :organic/ an :fresh/ ha"e honest meaning beyon marketing.
R Its cosmetics are a!! hanmae an prepare from organic fruits, "egetab!es, essentia! oi!s, an
safe synthetics. It has minimum preser"ati"es. It uses minima! packaging to he!p protect the
en"ironment.
R Its cosmetics contain no anima! ingreients in any of its proucts.
R It has a !ong3staning commitment to no anima! testing. Constantine was responsib!e for the
:Against Anima! Testing/ campaign in .=&9, an is consiere to ha"e pioneere the :Anti3
Anima! Testing/ s!ant in cosmetic marketing. It purchases on!y from companies that test for safety
without the in"o!"ement of anima!s. A!! prouct tests are conucte using peop!e.
R It uses ethica!!y har"este ingreients in the prouction of its cosmetics. It continuous!y
in"estigates the origins of its supp!ies an changes its supp!iers when any concerns of an ethica!
nature are unco"ere. A proponent of ethica! traing, it sources raw materia!s !oca!!y as far as
possib!e. For instance, it supports !oca! farmers in 0ritish Co!umbia by har"esting seawee off the
coast of Jancou"er Is!an, sources stout from an organic brewery, an obtains honey from a sma!!
!oca! bee farm.
,9hibit :II
A 2rief 0ote on the Packaging ;,ssential Re<uirements= Regulations (>
S Aggregate hea"y meta! !imits app!y to camium, mercury, !ea an he,a"a!ent chromium in
packaging or packaging components. For proucts put on the market af!er Gune 2%, $%%. the tota!
by weight of such meta!s shou! not e,cee .%% parts per mi!!ion co!!ecti"e!y.
Compi!e from "arious sources.
,9hibit :III
Lush6s Celebrity Fan Follo?ing@
SThe !ist is not e,hausti"e.
Compi!e from "arious sources.
The Packaging ('ssentia! ReEuirements) Regu!ations $%%2 (the :regu!ations/) imp!emente
specific pro"isions of the 'uropean Directi"e on Packaging an Packaging ?aste (=BK<$K'C). The
regu!ations sought to minimi>e the impact of packaging on the en"ironment by restricting hea"y
meta!S content. A summary of the regu!ations is pro"ie hereM
R Packaging weight an "o!ume shou! be minimi>e to the amount neee for safety an
acceptance of the package prouct
R *o,ious an other ha>arous constituents of packaging shou! ha"e minimum impact on the
en"ironment at en of !ife
R Packaging shou! be suitab!e for materia! recyc!ing, energy reco"ery or composting, or for reuse
if reuse is intene.
The regu!ations were enforce by the Traing 1tanars epartments of !oca! authorities
throughout 'ng!an, ?a!es, an 1cot!an.
R Aam 1anier R Gu!ia Roberts
R Ange!ina Go!ie R 8ern Russe!!
R Annie 5enno, R 5eonaro Di Caprio
R 0eau 0riges R Macy ;ray
R 0ra Pitt R Maonna
R Catherine Teta3Gones R *ico!e 8iman
R ;uy Ritchie R Renee Te!!weger
R ;wyneth Pa!trow R Ro 1tewart
R 6a!!e 0erry R 1arah Gessica Parker
R 6i!!ary C!inton R 1usan 1aranon
R Gamie35ynn 1ig!er Disca!a R Tyra 0anks
R Gohn Corbett R Jictoria ?oo
R Gue 5aw
ReferencesA
.. Matt Gackson, +6ere/s the 5atest *ues on ;!oba! ?arming..,-www.thisisswinon.co.uk,
Gu!y .$, $%%4.
$. The 0oy 1hop (now The 0oy 1hop Internationa! P!c) is a 0ritish chain of cosmetics
stores foune by Anita Roick in .=4<. The company/s heaEuarters is !ocate in !itt!e
hampton, ?est 1usse,, 78, an its stores are sprea throughout the wor!. As of $%%4, it
was a part of French cosmetic group, 5/@rea! 1A
2. Ruth Mortimer, +5ushM Purp!e an 1imp!e,- www.branstrategy.co.uk, Gune $%%<.
B. 'uro monitor, heaEuartere in Chicago, I!!inois, 71A, is a !eaing pro"ier of g!oba!
business inte!!igence an market ana!ysis.
9. Ruth Mortimer, +5ushM purp!e an 1imp!e,- www.branstrategy.co.uk, Gune $%%<.
<. De!icatessen is a shop that se!!s reay3to3eat foo proucts.
4. ?or3of3mouth a"ocacy (or ?@M marketing or bu>> marketing) is a term use by
marketers an a"ertisers to escribe acti"ities that companies unertake to generate
persona! recommenations as we!! as referra!s for bran names, proucts, an ser"ices.
&. Tricho!ogy is the branch of meicine that ea!s with the stuy of the hea!th of the hair
an sca!p.
=. The institute of Tricho!ogists is a professiona! association for tricho!ogists in the wor!. It
a!so pro"ies training in tricho!ogy.
.%. The '!i>abeth Aren sa!on was part of the cosmetics empire bui!t by '!i>abeth Aren, a
Canaian businesswoman.
... Ruth Mortimer, +5ushM Purp!e an 1imp!e,- www.branstrategy.co.uk, Gune $%%<.
.$. ?hen Constantine met Roick, 0oy 1hop was at a "ery formati"e stage with on!y two
stores.
.2. 5auren Mi!!s, +5ush Makes a 1p!ash,- www.te!egraph.co.uk, February .., $%%..
.B. Gon 'ntine, +A 1ocia! an 'n"ironmenta! Auit of The 0oy 1hopM Anita Roick an
the Uuestion of Character)- www.Fonentine.com, Gu!y .==<.
.9. Caha! Mi!mo, +0oy 1hop for pouns . 49mA That/s Cheek, 1ays Anita Roick,- The
Inepenent (5onon), March $4, $%%..
.<. Deanna 5arson, +5ush 5ifeM a 6anmae, Crue!ty3free 0eauty Aiction,-
www.na1bJ..eCitLPaper mm, March $, $%%B.
.4. Ruth Mortimer, +5ushM Purp!e an 1imp!e,- www.branstiategy.co.uk, Gune $%%<.
.&. Angus Genkanson, 0ranko 1am, +5ush, the 1cent of 1uccess,- www.stepping3stones.org,
Apri! ., $%%2.
.=. +It 1tarte in a Duston ?oo,- www.northamptontoay.co.uk, @ctober B, $%%9.
$%. +Mark Ritson on 0raningM 5ush 1earches for Meaning beyon Marketing,-
www.branrepub!ic.com. February $, $%%9.
$.. Dominic Prince, +Pure Profit Mae by 6an,- The Inepenent (5onon), Gune .2, .===.
$$. The MAPIC Awar is a prestigious awar that recogni>es the :most ynamic
internationa! retai!ers/ each year. It is organi>e by retai! rea! estate maFor MAPIC.
$2. @rigins is a bran of 'stee 5auer Companies, inc. 'stee 5auer is one of the !eaing
manufacturers an marketers of skin care, cosmetics, perfume, an hair care proucts in
the wor!.
$B. 1ephora is a bran of 5JMI3I Moet 6ennessy 5ouis Juirton 1A (5JM6), a French
ho!ing company an the !argest !u,ury goos cong!omerate in the wor!.
$9. Angus Genkinson, 0ranko 1am, +5ush, the 1cent of 1uccess,- www.stepping3stones.org,
Apri! ., $%%2.
$<. Rosie Murray, +0usiness Profi!eM 0ouncing 0ath 0a!!s IncomingH- www.te!egraph.co.uk,
May < $%%<.
$4. *ei! Ganowit>, +5ush ',pans 'co3frien!y 0eauty 'mpire,- www.icsc.org, May $%%4.
$&. Gonathan ;uthrie, +0ath 0omber Makes a 1p!ash,- www.ft.com, @ctober $2, $%%4.
$=. A!icia C!egg, +1enses Cue 0ran Recognition,- www.branchanne!.com, March <, $%%<.
2%. +'ntrepreneurM Mark Constantine,- www$.bt.com.
2.. Gu!ie Rawe, +5ush is in *o Rush,- httpPKK$%9..&&.$2&..%=Ktime, *o"ember $%%2.
2$. http.KKwww !ush.com.pb!thisisus.htm.
22. The 5ushies were ie3har fans of 5ush who were e"er present in 5usbforum.com
(Forum), an aFunct to the 5ush website. They pro"ie new prouct ieas an a!so
oub!e up as an informa! focus group. The forum was a!so use by 5ush to recruit
emp!oyees who share the "a!ues of the company.
2B. Rache!!e Thackray, +Me an My PartnerM Mark Constantine an Anrew ;errie,- The
Inepenent (5onon). @ctober .2, .===.
29. +'ntrepreneurM Mark Constantine,- www$.bt.com.
2<. +5716 ?orkers 0are their 0ehins to 1a"e the P!anet on August .&, $%%4,-
www.cnw.ca, August .<. $%%4.
24. +5716 ?orkers 0are their 0ehins to 1a"e the P!anet on August .&, $%%4,-
www.cnw.ca August .<, $%%4.
2&. Po!ystyrene is a po!ymer eri"e from petro!eum. Po!ystyrene/s most common use is as
e,pane po!ystyrene ('P1) which has foun a number of uses inc!uing in packaging.
There are en"ironmenta! concerns regaring its use as its egraation in nature may take
se"era! hunre years.
2=. +5ush Introuces Popcorn Packaging,- www.hippyshopper.com, Gu!y 2. R $%%4.
B%. 6i!aiy @sborne) +Popcorn Packaging,- www.b!ogs.guarian.co.uk, August <, $%%4.
B.. Diana Pi!kington9 +1hop 1taff 1trip off in Protest at Packaging,- 5oca! ;uarian, Gu!y
.$, $%%4.
B$. Diana Pi!kington, +1hop 1taff 1trip off in Protest at Packaging,- 5oca! ;uarian, Gu!y .$,
$%%4.
B2. :5ush Does it in the 0uff,- www.timeout.com, August $$, $%%4.
BB. :*o ifs Gust 0utts at Awareness Day,- www.cambrige3news.co.uk, Gu!y .2, $%%4. B1
B9. Goanna Co, +?here the 1treets 6a"e no 1hame,- www.thisFsorse!net, Gu!y .$, $%%4.
B<. +'n"ironment Agency Fines Cosmetics P!ayer o"er Recyc!ing, +www.packwire.com,
August .<, $%%4.
B4. +5716 ?orkers 0are their 0ehins to 1a"e the P!anet on August .&, $%%4,-
www.cnw.ca, August .<, $%%4.
B&. ?eny Donahue, +Fashion Ranking Puts 8rakow o"er Chicago,-
www.chicagotribune.com Gu!y $=, $%%4.
B=. Channe! B is a pub!ic3ser"ice te!e"ision station in the 78.
9%. Matt Gackson, +6ere/s the 5atest *ues on ;!oba! ?arming...,-
www.thisisswinon.co.uk, Gu!y .$, $%%4.
9.. +Packaging is Rubbish,- www.channe.B.com, Gu!y .2, $%%4.
9$. +Packaging is Rubbish,- www.channe.B.com, Gu!y .2, $%%4.
92. The ?omen/s institute is the !argest "o!untary organi>ation for women in the 78. It has
ientifie the issue of packaging as one of its top campaigning agenas. (1ourceM
www.en.wikipeia.org)
9B. Pete McMartin, +5ook at :;et *ake/ 1tunt 1hows 5ess than Meets the 'ye,- Jancou"er
1un, www.canaa.com, August .&, $%%4.
99. Mati Gackson, +6ere/s the 5atest *ues on ;!oba! ?arming...,-
www.thisisswinon.co.7k, Gu!y .$, $%%4.
9<. :: Diana Pi!kington, +1hop 1taff 1trip off in Protest at Packaging,- 5oca! ;uarian, Gu!y
.$, $%%4.
94. +*ue 1hop 1tunt 1toppe,- www.sta!bansobser"er.co.uk, Gu!y .2, $%%4.
9&. Christine 5episto, +5ush ;oes *ake to Protest Packaging,- www.treehugger.com, Gu!y
.B, $%%4.
9=. '!aine @/Connor, +*akc Tracmark 1oapc by *akc PromotionM @wncr,- The
Pro"ince, www.canaa.com. August $$, $%%4.
<%. The 'n"ironment Agency of 'ng!an an ?a!es was create by the 'n"ironment Act
.==9. Its state mission was +to protect or enhance the en"ironment, taken as a who!e- so
as to promote +the obFecti"e of achie"ing sustainab!e e"e!opment-. (1ourceM
www.en.wikipeia.org)
<.. +'n"ironment Agency Fines Cosmetics P!ayer o"er Recyc!ing ,+www.packwire.com,
Augu1t .<, $%%4.
<$. Dominic Prince, +Pure Profit Mae by 6an,- The Inepenent (5onon), Gune .2, .===.
<2. The Me!bourne 0usiness 1choo!, base in Me!bourne, Austra!ia, is the !eaing business
schoo! in Austra.ia (1ourceM wwwmbseu)
<B. In $%%9, 5ush a!so won the number one s!ot for :fin/ in the $%%9 1unay Times .%% 0est
Companies 1?JCL.
<9. +It 1tarte in a Duston ?oo,- www.northamptontoay.co.uk, @ctober B, $%%9.
<<. Pub!ic 1huns Packaging waste,- www .eie.net Gu!y $<. $%%4
<4. +Packaging is Rubbish,/ www.channc!B.com. Gu!y .2. $%%4.
<&. ;oron Carson. +5ush 1tunt Re"ea!s *othing *ew in packging ebate- www.
Packagingnews.co.uk , Gu!y .2, $%%4
<=. Packaging news is a maga>ine in the 78 focuse an a!! areas of packaging supp!y
4%. 1arah Mi!oui. :7nwaaping the Case for packaging/. www.icwa!ec.co.uk, Gu!y .<, $%%4
4.. 7ni!e"er P!c is one of the wor! !eaing manufacturer an marketers of fast mo"ing
consumer goos.
4$. ?eny Donahue, +Fashion Ranking Puts 8rakow o"er chicago.-
www.chicagoturbine.com Gu!y $=, $%%4
42. Inustry Counci! foi packaging an the 'n"ironment, base in the 78. is a non3profit
organi>ation eicate to packaging an minimi>ing tne en"ironmenta! impact of
packaging
4B. 1arah Mi!oui. :7nwrapping the Case for packaging/. www.icwa!ec.co.uk, Gu!y .<, $%%4
49. 5P8 is a bran agency heaEuartere in Cincinnati, 71A.
4<. 5ouise 1tory, +*ew Designs Meant to ;rab Lou,- www.the!eger.com, August .&.$%%4.
44. +Packaging is Rubbish,- www.channe!B .com, Gu!y .2,$%%4.
4&. Promosty! Americas base in Paris, France, as an internationa! tren forecasting firm.
4=. *ei! Ganowit>, :5ush ',pans 'co3ffrien!y 0eauty 'mpire,- www.icsc.org, May $%%4.
&%. 'nab!e is an agency that worke with ethica! brans.
&.. 0oy 1hop ha a istinguishe recor as a pioneer of corporate socia! responsibi!ity.
Many customers of the 0oy 1hop shoppe at its stores as they !ike its "a!ues an
ethica! image. In $%%<, when 0oy 1hop was acEuire by 5/@rea!, it sparke a
contro"ersy. 1upporters of ethica! consumerism critici>e the mo"e as they a!!ege that
5/@rea! i not share the ethica! "a!ues of the 0oy 1hop. Many customers of 0oy 1hop
were reporte!y annoye with 0oy 1hop as they fe!t that its founer Roick ha so!
out on its "a!ues an princip!es. They were sai to ha"e "owe ne"er to shop at the 0oy
1hop again.
&$. 1arah Ry!e, +Cosmetic 1urgeon on the 6igh 1treet- www.obser"cr.guarian.co.uk,
December 9, $%%B.
&2. Gonathan ;uthne, +0ath 0omber Makes a 1p!ash,- www.ficom, @ctober $2, $%%4.
&B. Rosie Murray, +0usiness Profi!eM 0ouncing 0ath 0a!!s IncomingH- www.te!cgraph.co.uk,
May <, $%%<.
&9. www.ca!u.th.com .
&<. Gonathan ;uthrie, +0ath 0omber Makes a 1p!ash,- www.ft.com, @ctober $2, $%%4.