B2C Case Study: LUSH Cosmetics

Lush Cosmetics is well known for its colourful bath bombs, shampoo bars, and yummy-smelling soaps. They are also known for being environmentally friendly with reusable pots, which you can return five and receive a free face mask, while they then send the pots back to their recycler to make new ones! They are incredibly passionate about fighting against animal testing and ensuring everything is 100% vegetarian. While I am not a vegetarian, I love their products for the scents and the all-natural products they use as I have sensitive skin, and I’ve never had an issue. I also now use their “Dream Cream” on my daughter, who is 17 months and suffers from mild eczema, and it leaves her skin so soft.

They have a significant following on social media, with their North American Instagram having 4.1 million followers and their Facebook page with 1.2 million likes. However, their U.K social media has diminished as they were quoted as saying, “We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed.” Still, their North American channels will not be going anywhere. Their Instagram community is active not only from the company itself but with the hashtag #LushCosmetics.

They use their social media as a colourful way to promote their products by using fun images, writing facts about the company and their approach to improving the environment. They also advocate for numerous movements worldwide, such as #WorldWaterDay, which took place on March 22nd. They publically called out the current Federal Government for not upholding their promise to end all drinking water advisories for First Nations communities.

As someone who uses their products, I think they are doing what they set out to do by standing by their products and beliefs, and while I don’t get behind the political side of it as it isn’t my style, many do, and I can appreciate what they are trying to achieve. They are certainly active on their social media channels with at least one post a day, and after looking at multiple posts of theirs, they are being shared from their followers, which of course broadens their reach that much more.

Have you ever used Lush products? If so, did you like it?

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.