A BRAND BOOK BY HOLLIE RUTTER N0698841
CONTENTS 1 Brand Timeline 2 Brand Platform 3 Brand Mission 5 Brand Values & Mission 7 Our Consumer - Alice 9 Our consumer - Emily 11 Brand Positioning Who are Lush? 11 Brand positioning 13 Competitors 15 Brand Logo 17 Brand Font & Brand Colour 19 Brand Imagery 21 The Language We Use 23 Our Stores 25 Our Products 27 Sustainability 29 Communications
BRAND TIMELINE LUSH as a Brand are a UK based company who create fresh, handmade, ethical beauty products. Formerly starting out as Constantine & Weir in the 1980s and discovered by Mark Constantin; a herbal trichologist and Elizabeth Weir, LUSH developed after a long history of selling formulations to modern day competitors Body Shop they formulated popular products like Body Butters, Honey Beeswax Cleanser, and Peppermint Foot Lotions for them. After this partnership dissolved they became Cosmetics-To-Go who then
went bust - paving the way for what we know as LUSH in the 21st century. Our brand revolves and value their customers and their ethical values - both of these are put at the forefront of their brand and are utilised as LUSH's unique selling point, their advertisements and stores have a distinctive look and smell that are synonymous and instantly recognisable to the LUSH branding.
BRAND PLATFORM Our consumer is;
Empathetic World aware Body health conscious Fun loving Colourful Inclusive Self Indulgent
"We have strong views. We used to support a lot of camď€ paigns but didnâ€™ t used to tell anyone, so no one really knew what we were doing." (M Constantine, 2014)
BRAND MISSION "We Believe in making effective products from fresh organic* fruit and vegetables, the finest essential oils and safe synthetics. We believe in buying ingredients only from companies that do not commission tests on animals and in testing our products on humans. We invent our own products and fragrances. We make them fresh* by hand using little or no preservative or packaging, using only vegetarian ingredients and tell you when they were made. We believe in happy people making happy soap, putting our faces on our products and making our mums proud. We believe in long candlelit baths, sharing showers, massage, filling the world with perfume and the right to make mistakes, lose everything and start again. We believe our products are good value, that we should make a profit and that the customer is always right. We believe that all people should enjoy freedom of movement across the world. We also believe words like "fresh" and "organic" have an honest meaning beyond marketing." (Lush, 2017)
We envision a community where the luxuries that we as humans use in our everyday lives have no negative impact on the planet.
Our vision for our future is one of unity with aniď€ mals and the planet around us. We will continue to give what we can to charity with the help of our consumers to create a brand that no only benefits your body but directly benefits the planet. We intend to create excellent, fresh products that work at no expense to the life of any animal or at the expense of any worker. We will continue to be innovative in the invention of our products and continue to be transparent in where our products come from for the benefit to our consumer.
The brand is known for its cruelty-free and environmentally friendly credentials which we reflect in every aspect of our products creation and sales. We are also known for our campaigning against hunting, culling of badgers and fracking within the UK countryside, for example. There are real, smiling people behind every aspect of our business. Everything we do is made for us, by us with a positive impact on the worlds future.
ALICE WATKINS, 32
A dedicated VEGAN since the age of 22 Alice looks to supports her beliefs in all aspects of her life. Currently working as a creative graphic designer for a well known lingerie company, Alice attempts to be healthy whilst sitting at her desk everyday only shopping at whole-foods for organic, fair-trade produce. Living in the city she attempts to find time to indulge herself. Alice has a need to want to change the world, and a desire to give back to charity whenever she can, a strong left wing feminist she frequents activist walks and marches for what she believes is right. In the future Alice would like to give talks on how to live the fully vegan lifestyle. She like to dress colourful as this is how she sees the world - frequently instagrams her food and products.
EMILY BARKER, 14
14 hours of Emily's day are either spent watching vloggers, tweeting her favourite vloggers or thinking about them. She believes that the most authentic review she can find online will be from her favourite influencer, Emily is just now beginning to get into skin care as she's noticed she's breaking out. She already knows how to cover her redness and have her eyebrows on 'fleek' from the Jeffree Star tutorials she frequently watches. She uploads at least one instagram picture a day after school and attempts to make her feed look 'aesthetic af' in her words. Emily hopes to move forward and become a vlogger herself. She loves nothing more than taking pictures of what she's bought with her allowance.
"The Lush inventors love to challenge convention. We probably invent and create new products faster than any other cosmetics brand, and while we're at it we like to have a bit of fun..." (LUSH.com, 2017)
BRAND POSITIONING WHO ARE LUSH?
Lush as a brand are a forward thinking vegan/vegetarian cosmetics brand. We focus on being an innovative brand; paving the way for animals rights protests and ethical buying in the cosmetics industry. At the height of our priorities are creating a sustainable future for animals, the planet and for humans. We create natural, fresh, handmade products creating products without the use of preservatives, stabilisers, emulsifiers and alcohols where possible. We value the benefits of the product over longevity, we do not spend time and money on packaging but instead offer products that work.
TOO FACED PHYSICIANS FORUMLA
KAT VON D URBAN DECAY
ARBONNE MULONDON ORGANICS BOMBCOSMETICS LUSH THE BODY SHOP NATURES GATE
LARGE COSMETICS RANGE*
SMALL COSMETICS RANGE*
NOT CRUELTY FREE
As we attempt to take on the make up industry with our colourful and cruelty free range we face competitors from brands such as Too faced, ELF, Urban decay and Kat Von D.
*Large cosmetics range indicated to both bodycare, skin care and make up ranges *Cruelty free judging on a basis of vegan friendly products and animal testing activity in the UK AND abroad i.e.. China.
COMPETITORS The main competitors of LUSH within the UK market are that of The Body Shop and Origins. While we are all attempting to strive for the same message - a natural holistic world. Origins like ourselves have begun to reach out into the make up market with a small line and body shop are known for their infused natural make up products also; at LUSH we strive to be better. Origins is part of the Estee Lauder group and therefore they sell in China, due to this they are required to have their products tested on animals before being able to be put into stores. Lush fully commit to not testing on animals and we will not sell in countries that require us to do so.
The most recent variation of the LUSH logo depicts the simplicity of visual language the brand values. Tones of black and white are used and the lack of any colour represents LUSH's desire to keep the brand all about the products. In contrast to the monochromatic logo the products, visual merchandising and web pages produced are colourful and aesthetic. The bold capitalized sans-serif style font draws attention to the name and the companies slogan of 'FRESH HANDMADE COSMETICS'. The words 'FRESH' and 'HANDMADE' are used to reiterate what our brand vision at LUSH is connoting to cleanliness and the earth
The old slogan which was retired in 2014 has a much more punchy appearance. Colours used were green and yellow which are both prevalent colours in nature; yellow is a warm colour that invokes the feeling of happiness, warmth and relaxation, green connotes to eco-friendly companies, depicting relaxation as well as growth. "FRESH HANDMADE COSMETICS" is written in a script style variating massively from the font that is used in today's logo but it still used on the website and paper publications; this was used to reiterate our handmade fresh product feel. A move away from this logo was due to LUSH's vision to be understated but powerful. The retired logo is both bold and brave, moving forward from 2014 LUSH's vision is to focus on products and not to deduct or pull attention away from their values and how well their products work.
BRAND FONT BRAND COLOUR Fonts used at LUSH stay true to our heritage. The title sans-serif font used directly used over images on our homepage is the same font used on our 2014 to present Logo. The simplicity of this font draws the eye to the image that lies below the text and refuses to take any limelight.
The script font used mainly but not solely to advertise the products name on the website heads a nod towards the retired logo, the products are handmade and the logo connotes that with a handwritten affect.
LUSH often owes its look to the season that we are in, reflecting mainly natural colours reflecting the colours used in making the products we have to offer. Currently during the Easter period we see a lot of golds used throughout the whole website. Many articles header and thumbnails still reflecting the black and white look of the logo and staying true to the brand keeping a simplistic modern look The colours used in store reflect this on the ticketing and headers but highly contrast from the rainbow of colours that are on display in the products shown. The use of the black and white against the array of products draws the consumers eye onto what is being sold.
BRAND IMAGERY BRAND IMAGERY The images used by LUSH stay true to the mission that we are attempting to put out to the world. We use visually striking images that portray our message and vision. The images used on the adjacent page correspond to the article related - we use vibrant colours to attract consumers to read our articles and for them to educate themselves on what LUSH stands for. When displaying our products online we only display the product itself - we believe that packaging should be minimalistic and should pose no threat to the planet, we donâ€™ t want to draw the attention away from our incredible products and how well they work and therefore we believe that how the product looks itself, sells itself.
THE LANGUAGE WE USE There is nothing we want more at LUSH than for the customer to feel that we both have their best interest at heart and that they are a part of the LUSH family.
TONE OF VOICE
For the reason the language we use to engage our customers speaks to them as if they are old friends, we won't patronize our customers instead intend to fully educate them on what works for their face, body and hair and we don't leave any of the long technical words out.
OUR STORES Within our stores we attempt to capture the feel of our brands. Our stores are laid out as if you're in a classic marketplace. The inclusive busy atmosphere is enticing as the black and white back drops and tickets lead the way for our products to shine. Our merchandising follows a pyramid formation. Products are kept in wooden barrels or trays with fresh greenery placed around the store to get the fresh feeling we believe in.
At LUSH we value the customer over everything, the all immerisve atmosphere of our stores are reflected by the warm and friendly LUSH staff who will greet every customer - even possibly performing trails of the products on the customer with our instore basins ready to try any product the consumer chooses.
OUR PRODUCTS INNOVATION Since creating the first bath bomb in existence in 1989 we have been leading the way for innovative products in the bath and bodycare market, recently branching out into the Make Up department we offer a full cosmetics range for our consumer.
We've taken on the challenge of creating the first waterless shampoo that runs in line with our mission to help the environment, we've taken on our charity pots created since 2007 which 100% of the proceeds (minus VAT) go towards the chosen charity.
"You know the feeling when you go to your mother's dressing table and you want to fiddle with the stuff. That's the feeling we try to get into the shops." (LUSH.co.uk, 2017)
"Packaging Energy Our passion is to get rid of packaging Energy is embedded in all that we conwhen designing a product. We use as sume. We are working to reduce the little packaging in the shops as possible amount of energy used to produce, transport and sell the products to you. Raw materials We take great care when buying our raw Water materials. We prefer to use ingredients Water is very precious to us and we are that are produced in a sustainable way aware that it is a luxury not everyone and avoid those that arenâ€™ t. Over 70% on the planet shares. By making some of the range is self-preserving and weâ€™ re products solid, we avoid using incredible looking at ways to improve that. amounts of water 450,000 litres a year from selling shampoo bars globally Waste and recycling The total recycled content in all Lush Communication packaging is about 89% (including paper We would like to report on our environbags, aluminium tins, gift wrap, ribbons, mental performance on a yearly basis and boxes, tags and inserts). That means that make sure we maintain green issues alive for every tonne of material bought, 900kg in the hearts of our staff, ensuring that this come from recycled sources. policy delivers on what it promises"
"Since Lush began, our founders and staff have been aware of how the products we manufacture and sell interact with the environment. We have always used creative solutions to make a positive impact on the planet, like the invention of the first-ever solid shampoo bar. We are committed to becoming more sustainable the more we grow, by using our buying power to drive positive change"
"Lush has a very strong commitment to the communities and areas from which we buy our ingredients. We feel that our ingredients should be bought in a respectful way safeguarding the environment and the social impact." (LUSH.co.uk, 2017)
Lush always intend to keep things simple and this comes at no cost to the company when it comes to advertising - Lush simply spend absolutely nothing a year on advertising costs and exercise a 'no global advertising' policy.
"Lush has a 'no global advertising' policy. So every piece of content that we put out does not have the opportunity to have money put behind it, On Facebook and now on Instagram as well, we don't do any above-the-line or below-the-line advertising, Everything we do has to be organic and has to come from a very authentic place." "We've definitely found that using organic reach, organic engagement, organic PR plans and working with influencers does create some really great long-term relationships with fantastic content that is authentic and coming from a really transparent place,"
(Natasha Ritz, Brand Communications Manager at Lush Cosmetics for Australia and New Zealand, 2016)
"We do not waste money on excess packaging, advertising, expensive marketing, and storage facilities for large stock-holding to make profits through economies of scale. The Lush customer is paying for the highest quality ingredients from ethical sources - organic where possible - in expertly formulated products, made with care by hand." (Lush, 2017)
If you do have any more questions regarding LUSH and our brand please contact me on email@example.com
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Grade achieved - 2:1