Lush Case Study

Student name: Ngoc Anh Nguyen (Claire)

Student ID: 4548588

ASSESSMENT 1

Question 1: Why do you think Lush has been able to be successful in catering to consumers' personalities? Explain with reference to the case and what has been covered in the unit. (approximately 300 words)

Lush segments its customers into two main group:

-The first segment includes customers that are open-minded and willing to try new things, who purchase Lush products because they like the colours or the smells. In this segment, Lush does an amazing job in making its products appealing yet at the same time effective. Not only does Lush make its products colorful which stimulate visually aroused customers to instantaneous purchase, but also ensure its products can deliver a nice smell to make customer feel delight. Lush even names its products in a fashionable way which is in accordance with the personality trait that it wants to link with its customers. Lush has tried very hard to polish its product, to make its products become more desirable with color mixture and clever description. By satisfying the customer’s unaware need of pleasure, Lush constantly mesmerizes customers that it products are the best choice. Therefore, customers who are stimulated by the desire of pleasure are easily prompted by this strategy and immediately purchase its new products.

-The second segment includes customers who like Lush because of its policies show the customers that customers can trust Lush to understand their wants and needs. These are who tend to be conscious about the society and the environment so they want to support Lush in the campaigns against animal testing or environmental damage. Understanding that this group of customers are guided by their belief and morals in the ethical standards, Lush has cleverly created a moral meaning for their products and brand in order to form a connection to these customers. Customers then will perceive Lush not as a mere cosmetics brand but a symbol for moral standards, as a result, consumers who believe in these ethical values will correlate themselves with Lush

In conclusion, Lush succeeds in catering to consumers' personalities because it focuses on the customer satisfaction. It has tried to understand its customer needs, then adjust its products and brand image to suitable with customer’s desire. This strategy helps to create a communication, a faithful relationship between Lush and its customers.

Question 2: Is the Lush brand personality illustrated in the statement "We believe our Products are good value, that we should make a profit and that the customer is always right" sustainable for Lush as they attempt to move forward in the slow growing cosmetics and toiletries manufacturing industry? As a marketing professional, what would you recommend for them to do and why? (approximately 500 words)