Angela Qin's Blog

Last week we talked about positioning and I wanted to examine how a company “Lush Cosmetics”  tries to market themself with competitors. Lush is a premium cosmetics line started in 1995 and orginated in the UK.

The points of parity

• -a line of bath/shower products
• -as well as some beauty products

Other companies in this market include The Body Shop, Bath and Body Works, The Face Shop, Fruits&Passion

To distinguish themselves, here are their points of difference.

• -ALL handmade
• -against animal testing, tested on human volunteers
• -all products are vegetarian
• -70% of products are without harmful preservatives

These POD’s make LUSH a premium brand for body care. I think they did a great job positioning themselves as the no.1 handmade organic cosmetics line. When I think about splurging for a bath bomb and doing a good deed, I would think to shop at Lush.

Would you be willing to pay the high prices for their ethical actions?

P.S. Unrelated to business but if you get a chance, try their comforter bubble bar, yummy yummy yummy shower gel, and heavanilli massage bar.