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LUSH COSMETICS

PRESENTS:
FREE SPA DAY
BY:
-LEAH MATALONE
-MARISA MACKOWIAK
-LAINEY SCHIEK
-TORY APPEL
-SARA RAMIREZ AREVALO
. -HADIATU JALLOH
-ALEXA TUFENKJIAN
-ALEX KMIOTEK
TABLE OF CONTENTS
About Lush Page 4
Products & Services Page 5
SWOT Analysis Page 7
Market Share & Competitors Page 9
Demographics Page 14
Psychographics Page 15
Goals & Objectives Page 17
Social Media Page 19
Strategy & Audience Page 20
Operations & Activites Page 23
Timelines, Schedules & Print Advertisements Page 24
What's Required Page 28
Invitations & RSVP Page 29
Advertising Page 32
Incentives, Promotions & Social Media Page 33
Budget Page 35
Activity Results Page 39
ABOUT LUSH

Lush was created in 1980’s by Mark Constantine, a herbal


trichologist, and Elizabeth Weir had an interest in beauty
therapy. It is located world-wide in about 45 different
countries, and in various locations in the United States.

Lush does not buy from companies that carry out, fund,
or commission any animal testing. They also don’t use
palm oil or sodium palm kernelate, which is derived from
trees in the natural habitat of orangutans. Along with that,
they continuously donate to charities.
WHAT DOES
LUSH HAVE
TO OFFER?
Hair
Body
Face
Make-up
Daily Necessities
All Lush products are NOT tested on animals and continue to
fight against it, all natural, fresh cosmetics everyday, Ethical
buying, 100% vegetarian, All Handmade, and Naked! Packaging.
PRODUCT
OVERVIEW
Everything we do at Lush is
based on the same idea of
helping you feel exactly how you
want, inside and out. The spa is
the heart of our business,”
Rowena Bird. “The Lush Spa
looks like a cozy English kitchen
complete with mismatched tea
cups, quaint furniture, bunches
of fresh flowers and a big
wooden table. Like arriving at
your grandmother’s home after a
long trip, you feel at ease in this
welcome retreat from the hustle
and bustle on the streets, and
perhaps in your mind. Relaxed
and intrigued, you’ve left your
worries at the door and are ready
to embark on a transformative
journey”. Each product serves a
different purpose for the outer
appearance of the customer.
SERVICES
-Hands-on testimonials in the store: If you are interested in a product, a store
associate will accompany you with a short brief description of the product,
following the associate doing a one-on-one trial with the product.

-Charity Pot: “Charitable giving is at the heart of our business. We believe it's our
responsibility to advocate for the environment, animals and people in need, as
well as giving back to organizations locally and around the world. We do this
through our Charity Pot program, Sustainable Lush Fund,  and our people.”

-Ethical Campaign: “In addition to funding our Charity Pot partners, we


sometimes use our platform to give a voice to a campaign or cause we care
about.”

-Awareness amongst animal welfare, human rights and environmental


conservation. -Lush Beauty School & Lil’ Lush Fans: These are both at specific
locations and you get two hours of private, in-store Lush fun for you and your
friends in your local shop. You can learn more about the products and
ingredients, how to make some products, test out products and have a personal
one-on-one session.

-Lush in The Park: Pop-Up Event at Millenium Park, Chicago, IL. Open to
everyone and the public and allowed consumers to get free Lush Product and
watch some products be made right then and there.

-Lush Creative Showcase: “Over two days, venture across the London
landscape and leave your comfort zone behind. Immerse yourself in an
alternate Lush universe where chaos and calm live side by side, driving
inspiration and shattering convention.”
SWOT ANALYSIS
Strengths Weaknesses
Promotes cruelty free products and offers vegan alternatives Brand’s name isn’t super well known due to minimal advertising
All-natural ingredients appeal to a wide audience Storefront is uncommon in rural and more suburban areas
Customers can try samples of nearly every product in the Prices are a little on the expensive side
store
Ships anywhere in the U.S.
Minimal packaging/recyclable
Refills past purchases to reuse packaging and minimize
waste

Opportunities Threats
Fresh and healthy products are trending They’re not the only cosmetic and beauty brand “going green”
People are becoming interested in going green, going natural, Cheaper products are becoming more available
and/or going vegan People may choose conventional products over responsible
Lush caters to those qualities, which can result in increase in products because of ease of use
revenue and more stores opened
MARKET SHARE &
COMPETITORS

What we know of the Beauty Care market, is that


the biggest brands in the industry branch out in
different subcategories of beauty care. And in one
or more of those, they hold almost 6% of the share
in the whole market break down. The rest of the
brands shown in this report stay around 2% of the
market share, and with only one main category of
products. Lush is a privately owned company, and
they do have a quite varied range of products, but
each category independently isn’t very extensive.
COMPETITORS
DEMOGRAPHICS
Women
White
18-24
High school+
HHI <20K

According to MRI in the bath and shower


additives for women, users with a HHI
under 20k has a 56% index most likely
because they are studying in college.
Users who have graduated college + have
a 24% detail but -20% index because they
buy the products for their children. 
PSYCHOGRAPHICS
Personality/Attitude: Typically women who value skin care and
personal hygiene may like to wear makeup, but usually want a
natural skin care line to protect what’s underneath.

Interests: Cruelty-free products and companies, Vegan diets and


lifestyles, All-natural ingredients, supportive of companies with
suitable working conditions for employees.

Activities: Top genres listened to by customers include:


Indie/Alternative, Pop, Large percentage enjoy listening to musicians
Lady Gaga, Mumford and Sons, Adele, Beyonce.

Values: Lush consumers are drawn to social issues and advocacy


within their communities and around the world. Many have been
reported to support PETA and Planned Parenthood.

Lush customers seem to be drawn to recreational and leisure activities


both outdoor and indoors ranging from Starbucks runs to taking part in
The Color Run. Many also have been reported to have gym or sports
club memberships.

In terms of retail, they love shopping at ASOS, Target, Nordstrom,


Amazon.com and Whole Foods.
GOALS &
WHAT WILL THESE
ACTIVITIES ACHIEVE?  OBJECTIVES
Increase brand loyalty by 20% over
(amt of time) - membership card/app
Increased sales by 15% over (amt of
time)
social media following/awareness by
3% over (amt of time) [discount/
coupons]
# of people

WHAT IS THE DESIRED


OUTCOME?

Increased loyalty and awareness of


full product line
(people attended, discount codes,
redeemed, social media following)
GOALS:
To create a shift in
consumer behavior in our GOALS &
target market of 18-24
year olds from occasional OBJECTIVES
buyers to loyal customers
by increasing awareness
surrounding the Lush
brand. 

OBJECTIVES:
To increase social
media following by 3%
throughout length of
activation.
To increase sales by
15% 12 months after
activation.
To increase loyalty by
activating at least 500
memberships on app
throughout the length
of activation.
SOCIAL MEDIA

@Lushcosmetics @Lushcosmetics @Lushkitchen @Lushkitchen


1.2M 4M 64K 409K

@Lushfreshsnaps @Lushcosmetics @Lushkitchen


325.3K 27.3K
STRATEGY & AUDIENCE
What is the plan? What is the big picture idea/concept?
The big idea: Lush will host a free spa day (rented location) for a number
of guests that will RSVP through a private Eventbrite Microsite, that they’ll
get access to by scavenger hunting QR Snapchat codes hidden in Lush
store locations. There will be one spa per city in 4 cities in the US total
(Chicago, New York, Miami and Los Angeles), and each one will last for a
day and will be divided up into 4 Lush moods (soothed, energized,
relaxed, and refreshed) to get different treatments and to roam around
in. The activation goes into a more in-depth act of taking care of your
body physically, as well as emotionally.
The rooms are scented based on what mood you are in.The pop-up spa
takes care of the body, while the playlist (or playlists based on different
moods) help ease and clear the mind. Lush customers will de-stress,
detoxify, refresh and relax. Inform consumers of the different products
Lush has to offer. Lush offers multiple products that are customized to
accommodate all skin types in an everyday fresh, natural, vegan friendly,
and handmade way into these self-care products.
STRATEGY & AUDIENCE
What do you need to plan for in case the activities take a different direction?

Lush sponsored playlist: Playlists will remain the same because they
will be on Spotify. Will play Pandora or if Spotify crashes.
Lush Pop-Up Spa: The only difference will be the location of the spa,
we will rent out a different one if our original choice falls through and
give some samples as incentive to let us rent last minute. We can use
Eventbrite to update the location for spa-goers as well. Back-up
beverage and snack providers. Back-up Spa workers in case Lush
workers don't show up.
WHAT'S YOUR MOOD?
OPERATIONS &
Location: Main location in Chicago, IL; New York, NY; L.A.
California; Miami, FL.
ACTVITIES
Why: We chose these cities since they have the most Lush store
locations in these markets.

Staff: 16 local Lush store associates per pop up, including Spa staff
for massages, mani/pedi and assistance.  

Time: 1-4pm, Starting late March and ending Late May.


The events will be on Sundays, excluding Easter, and Mother’s Day.

These events are open to Male, Female, Non-Binary, &


Transgenders (anyone). Ages: 18-24.

**WWF will be the charity that the Charity Pot money will go to. 
TIME LINE
SCHEDULE
SPONSORS & INFLUENCER'S
SCHEDULE
WHAT'S REQUIRED
Lush products: bath bombs, lotions, face masks, perfumes, shower gels, scrubs etc.

Rent spa location: They will have jacuzzis, face masks stations, mani/pedi stations (hire spa workers to do our
customers nails), massage chairs with Lush body oils and lotions.

Rooms: Each room will be separated by mood/feeling using the coordinating Lush products and scents. The moods
are energized, inspired, playful, refreshed, relaxed, sensual, soothed.

Rent spa products: Towels, Robes, Slippers, Masseuse/ Massage beds, Nail technicians and equipment for that.

Food and Drink: Partner with Argo Tea and serve fruit with Edible Arrangements.

Goodie bags: using the large Lush containers filled with fresh samples of new products and coupons for next
purchase.

Checking people in: someone will check for EventBrite tickets (first and last name, birthday, how you found out) at the
door.

Checking-out: if customers buy products they can use credit card on the machines hooked up to the workers
iPhones. Also, on the way out there will be a station where Lush workers will make fresh products for you to buy and
take home your favorite scent!

Lush Membership Loyalty codes: Members who sign up and/or attend the event will receive 150 points to their
account. Points can be gained with purchases and are redeemable for coupons and free gifts through the Lush app.
After having 500 points the membership owner can start receiving their free gifts. The more points, the larger the gift.

Charity pot: there will be a charity pot section that sells the charity pots and tells the customers more about the
charity which they normally don't explain in the store. We will need a sign to explain more about charity pot.
HOW DO I
RSVP?!
The tickets will be obtained via a micro site on Lush’s website equipped with an
Eventbrite widget that will collect key data from our customers including their
zip code, first and last names, birthday, age, gender and email. When customers
take a picture of the QR code enabled sticker in Snapchat, they will then be
redirected to the micro site where they will be allowed to choose which room
they would want to be in. There will be 14 rooms, 2 rooms for each scent. The
rooms will have different features. For example, 1 room might have a jacuzzi and
massage while the other room might have mani pedis and face masks even
though they have the same theme so customers can have choices. We also will
use signs to show the products and mark the theme of the rooms.
INVITATIONS

.
SNAPCHAT
STICKERS:
EVENTBRITE
LINK

HOW DOES IT WORK:


For each town, we will
have these stickers in the
Lush stores for
customers to find. They
can scan the code VIA
Snapchat and will be
brought to the Eventbrite
Link and can RSVP there.

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