Liz Weir and Mark Constantine established the Lush Company. The company headquarters are located in Poole, United Kingdom. Liz Weir was a beauty therapist, whereas Mark was a trichologist. The two met in a salon in Poole, and after a few years, Mark and Liz decided to partner to start their own company. They planned to start a company that was selling beauty products as well as natural hair since they had a concern in beauty therapy. After a few years, they formed the Constantine & Weir Company (Bolívar, S, 2017).
Constantine and Weir Company manufactures some products, for instance, beauty products as well as bath products. The company made calls about the type of products they made, and the first order they obtained was from Roddick. Roddick had placed an order worth $1,200 to Constantine and Weir Company. The corporation was a significant provider of beauty and bath products to Roddick Body Shop, and the body shop was asked to take more of Constantine and Weir products. Then Roddick paid $ 11 million to Constantine and Weir’s products and decided to purchase their product formulas. Therefore, forbade Constantine and Weir Company from opening another store for a period of five years. However, they Mark and Liz went on to open a mail order cosmetic corporation known as Cosmetic-To-Go. The company was successful, although, it was a complicated business that ended into administration. Henceforth, it was sold to a person in Poole that took Cosmetics-To-Go together with the product formulas (Bolívar, S, 2017).
After trial and fail to have a successful cosmetic company, there were people from Cosmetic-To-Go Company who opted to partner with them (Bolívar, S, 2017). These people were Elizabeth and Mark together with Rowen Bird, Paul Greaves, Mo Constantine, and Helen Ambrosen, and who spent every coin they had left on vegetables and fruits at the markets. In a store in Poole, these partners made hand-made products upstairs which they sold to people who were downstairs. The partnership had been paying other company to manufacture perfumes for their products; later, they noticed that the fragrances were not always pure. Henceforth, Mark decided to create the scents. They launched a competition for customers to choose a new name. "Lush" was suggested by one of the customers to mean fresh, verdant, and green. Lush was recorded as being found in the year 1995. In 2010, Mo Constantine and Mark received OBE award for the services they provided in the beauty industry.
Brand Product
The lush company produces different cosmetic products for its consumers in the UK as well as other places. The company produces soaps, shower gels, scrubs, masks, creams, moisturizers, and lotions among other cosmetics for body, hair, and the face. Lush Company usually uses vegetarian recipes to produce most of its products. There are solid shampoos, toothy tabs on the retail and online stores. The company produces bath bombs such as citric acid, natural butter, sodium bicarbonate, and essential oils in different colors. There were emotional brilliance products, for instance, liquid eyeliners, eyes right, cream shadows, mascara, and liquid lipsticks (Moraes et al., 2018).
Brand Portfolio
There are seven sub-brands, for example, bath and shower, body, face, hair, gifts, and Spa that are part of the company portfolio. For instance, body portfolio has different subsets such as dusting powder, body lotions, foot care, and sun care, and mainly focuses on the body fragrance as well as body hygiene. While face sub-brand majorly focuses on making a face smooth and has 14 subsets, for instance, scrubs, face masks and makeup. Likewise, bath and shower is another sub-brand for Lush Company and mainly focuses on the baths activities and fragrance, and includes soaps, bath bombs, and jelly bombs. Besides, there is hair which is concerned with hair and targets women, and it has five subsets (Moraes et al., 2018).
Lush Elements
Logo
The original Lush logo consists of yellow, white, and green colors. The colors have their symbolic meaning; for example, the green color denotes the vegetable being used by the company in the production of the product. The word Lush originated from the description of fresh, verdant, and green.
Symbols
The logo of Lush Company has always been the symbol of the company. Since the logo shows a symbol of prestige and honor, thus, it relates to the values of the brand.
Characteristics
There are different characteristics of Lush Company, for instance, how they segment and target, positioning, marketing, and advertising (Kuna, 2018). The company geographical segmentation usually depends on the market density and states with wealth. For example, developed countries are first tapped then the developing ones, and lastly semi-urban markets. Rolex targets its consumers depending on the age and income of consumers since it offers special collections on particular special events and provides premium plans for professionals as well as business executive.
Packaging
Lush Company packages their products in an environmentally friendly manner, and their package is smart. For instance, the company's gift is usually packed in fabric knot-wraps, reusable metal tins, and recyclable cardboard boxes. Most of the company packaging material is wrapped in recyclable materials.in addition, Lush packaging includes aluminum tins, boxes, gift-wrap, paper bags, and ribbons (Moraes et al., 2018)
Slogan
The lush slogan reads "Crushing on Lush Cosmetics." The company is distinct in everything they do, especially the core values of Lush Company (Kuna, 2018).
Trademark
Lush trademark is the sign that is used in the company bathing, body, perfume, hair, and other cosmetics products (Moraes et al., 2018).
References
Bolívar, S. (2017). In the early morning hours of November 27, about forty men wait impatiently in the lush hills surrounding the Yare Prison. Among them are Antonio Rivero and Chávez’s brother Argenis. They have come to liberate their Comandante and the other military prisoners. A Hero's Curse: The Perpetual Liberation of Venezuela, 55.
Kuna, A., Sowmya, M., Sahoo, M. R., Mayengbam, P. D., Dasgupta, M., & Sreedhar, M. (2018). Value addition and sensory evaluation of products made from underutilized Kachai Lemon (Citrus jambhiri) Lush. Fruits. Journal of Pharmacognosy and Phytochemistry, 7(5), 3032-3036.
Moraes, C. S. D. S. (2018). Are consumers willing to adhere to Companies’ Environmentally Friendly Packaging?: a case study on Rituals and Lush Refill Vs. Naked Package (Doctoral dissertation).
