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LUSH Cosmetics
Overview
LUSH Cosmetics is a cosmetics company based in the UK made to promote natural ingredients, animal protection, environment sustainability, humanitarian efforts and acceptance.
Objective
To create brand awareness about the culture of the company to establish its unique selling point.
Challenge
Due to the lack of advertising, LUSH is not as well–known compared to its competitors like Sephora, Bath & Body Works and Origins.
Solution
A fully integrated advertising campaign revolving a the #saysthankyou to not only establish that LUSH Cosmetics’ natural ingredients benefit the target, but also benefit the environment,animal and others.
Target Market
Millennial women living in urban areas who enjoy pampering themselves and demand high-quality products.
Profile
Demographics
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Women
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20-30 years old
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$30K+/yr
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Live in Urban Areas
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Some College+
Psychographics
She is environmentally conscious. She’s an owner of a sheltered dog and volunteers at the animal shelter, an advocate for human and animal rights. She believes in taking care of herself, she knows that she’s worth it. A believer that all natural things are the best things to put into your body.
Purchase Behavior
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Shops every 3-4x’s a month
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Online Shopper
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Goes to Store for sampling
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Buys seasonal items outside their routine purchase
Out of Home
By implementing out of home media with the use of bus shelters and ad panels it will gain attention due to the high foot traffic area near the locations of the brick and mortar that are usually located in malls and shopping outlets
With the use of billboards and subway posters, LUSH will gain the attention of commuters during the downtime they have waiting for their next location or train.
Social Media
Objective
To create awareness within demographic, by establishing a brand image and culture the target can identify with
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By establishing one main LUSH Instagram page, it will organize the many Instagram pages that are created by each shop’s location. This will direct our followers and consumer to one page which will reduce confusion and create easy access to the posts they want to see.
Creating a Snapchat Discovery Channel will allow LUSH to connect to the millennial consumer on a whole new level. By incorporating already established hashtags and articles, we can broaden our target audience and inform the audience the culture behind LUSH Cosmetics.
Snapchat
Ad Spot
LUSH Cosmetics
More Work
