As mentioned in Juliana Phan’s blog post, Lush, a natural and adamant anti-animal testing cosmetics company, employed an ingenious marketing ploy in 2012 to illustrate their differentiation from typical big name cosmetic retailers. Juliana expressed how Lush’s display of a woman, Jacqueline Traide, being subjected to animal testing practices in their storefront window was a brilliant marketing strategy. I completely agree, and want to add that in addition to marketing their own brand, Lush has repositioned the competition. By showing what animal testing cosmetic companies subject animals to, they have effectively associated these brands with the horrid image of animal testing. By indirectly shedding negative light on their rivals, Lush has managed to both promote their natural, cruelty-free products while also establishing Lush’s value proposition of premium 100% vegetarian, hand made cosmetic products. I am by no means a vegan, but I admire Lush’s mission to to fight animal testing by only buying ingredients from companies that do not commission tests on animals.
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