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The Secrets Behind Lush’s Major Marketing Success

Cosmetics brand Lush started in a British cosmetics retailer which is headquartered in Poole, Dorset, United Kingdom. It was founded in 1995 by trichologist Mark Constantine, his wife Mo Constantine and five other founders. They are very much known for their cruelty-free and ethical shampoos, conditioners, body creams and of course, bath bombs. Lush is 100% a store you can smell before you see due to their amazing fragmented products. Let’s delve into their marketing strategy and how they use the 5 senses to enhance their marketing efforts.

LUSH bath and body wash products
Credit: LUSH Cosmetics

The Genesis of Lush’s Grocery-Inspired Concept

Lush’s innovative approach to retail can be traced back to its humble beginnings. According to Mark Constantine, Lush’s founder, the initial concept was born out of necessity. With limited financial resources, the creators would visit the market every morning to purchase the freshest produce available, which then inspired that day’s soap creations. This led to the birth of Lush’s signature “soap of the day,” a tradition that has continued in all Lush stores worldwide. The very first Lush employee would write these specials on a blackboard, a practice that remains a hallmark of their stores today.

This grocery-inspired experience is evident in the presentation of Lush products. Soaps are cut and sold by weight, reminiscent of a traditional cheese shop, and wrapped in waxed paper. Bath bombs and solid shampoos are presented like exotic fruits and desserts, enticing customers with their vibrant colours and delicious scents. The black pots housing their cosmetics are referred to as “pots of fresh cream,” emphasising the freshness and simplicity of their ingredients and packaging.

A Feast for the Senses: Lush’s Sensory Marketing Strategy

Lush’s success isn’t just about unique products; it’s about creating an immersive sensory experience that draws customers in and keeps them coming back. Their stores are a masterclass in sensory marketing, engaging customers’ senses to create a memorable and delightful shopping experience.

  • Visual Appeal: Lush stores are designed to be visually striking, with bright colours and product shapes that mimic gourmet food items. The layout and merchandising of products are carefully curated to resemble a Provençal market or delicatessen, making the shopping experience feel both familiar and novel.
  • Olfactory Experience: The distinctive fragrance of Lush products is recognisable from a distance, drawing passersby into the store. This intentional scent marketing ensures that the aroma of their stores is inviting and memorable, creating a strong sensory association with the brand.
  • Tactile Interaction: Lush encourages customers to touch and feel the products before purchasing. This tactile engagement allows customers to experience the quality and texture of the products firsthand, from smooth and creamy to granular exfoliants.
  • Auditory Environment: Instead of background music, Lush stores buzz with the lively chatter of employees and customers. This market-like atmosphere fosters interaction and engagement, enhancing the overall shopping experience.
  • Taste-Inspired Products: While not edible, many Lush products are inspired by food, appealing to the customer’s sense of taste through association. From chocolate massage bars to bath bombs shaped like fruits and desserts, these products tantalise the senses and evoke a sense of indulgence.
LUSH bath bombs
Credit: LUSH Cosmetics

The Lush Experience: More Than Just a Store

Lush boutiques are the cornerstone of the brand’s marketing strategy, serving as a dynamic platform for customer engagement. The brand’s commitment to creating fresh, handmade cosmetics is matched only by its dedication to offering an unparalleled sensory shopping experience. By tapping into the power of sensory marketing, Lush has created a unique niche in the cosmetics industry, transforming the simple act of buying soap into an immersive, memorable journey. This shows businesses worldwide that Marketing can often go beyond what you usually think it is. Lush’s innovative approach combines the freshness of a grocery store with the indulgence of gourmet food, set against a backdrop of sensory engagement.

When it comes to marketing, it’s the little things. But these little things, are things are what you’re audience will remember and what sets your company apart compared to others. Anyone can create a cosmetics brand, but the reason Lush sticks out is due to the smaller aspects, like their ‘soap of the day’ and their super hands-on experience.

This blend of quality products and experiential retail makes Lush not just a store, but a destination that celebrates the joy of discovery and the pleasure of the senses. To learn more about how to create the perfect marketing strategy, feel free to  View our blog or contact us for more helpful insights for getting your marketing back on track and turning your vision into results!

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