A Vancouver based company called ‘Lush’ has taken the industry by storm with their unique fresh handmade cosmetics. They offer a variety of luxurious products such as their infamous bath bombs and shampoo bars, all created by real people. With the number of cosmetic manufacturers flooding the market, Lush’s strategy to remain competitive lies in achieving their mission statement. The company’s main focus is to generate a product that is both environmentally sustainable and produced in an ethically sound manner.
Their competition consists of brands such as ‘The Body Shop’ and ‘Kiehls’, all of whom provide a similar product to consumers. As a result, Lush has based their point of difference around their efforts to promote ethically sound practices both inside and outside the store. These include only using organic and vegetarian ingredients, testing on humans rather than animals and little to no use of preservatives or packaging. These ideologies have helped develop the strong relationships shared between their employees and customers.
With a growing number of options available in the current market, consumers have an immense amount of buyer power, though a large number continuously return to Lush solely due to the experience and optimal treatment they receive while shopping. It is no wonder the company remains one of the fastest growing in the industry today.
Watch: A Lush Life, We Believe – Lush Cosmetics .
Sources Used:
http://www.lush.ca/A-LUSH-Life/we-believe,en_CA,pg.html
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