AD Campaign: LUSH Cosmetics

LUSH F R E S H

H A N D M A D E

C O S M E T I C S

WE' RE ALL BORN NAKED

M A R K E T I N G

C A M P A I G N

M A N A G E M E N T

BRAND PROMISE w.r.t. The new collection From freshest ingredients to fighting against animal testing, Lush has six core philosophies on which the brand stands. These six values are company-wide commitments that flow through their products and into customers' hands.

Freshest cosmetics: The fresher the ingredient is, the better the effect it’ll

have on your skin or hair. As soon as fruit and veggies are harvested, they begin decomposing and losing their vital nutrients- LUSH makes fresh batches of consumers' favorite products and delivers them to LUSH shops ASAP, so consumers only ever get freshly made products- at the peak of their effectiveness.

100 percent vegetarian: Every single one of our products is 100 percent

vegetarian and more than 80 percent are vegan. Since the beginning, Ethical buying: LUSH's dedicated ethical buying team works to not only

source ingredients and packaging, but to also learn about and build close relationships with the land, people, and communities that harvest them.

Ingredients are traced from planting to processing to ensure that the process is ethical from start to finish.

Handmade, Naked & Fighting Animal Testing are the other three

philosophies and promises that LUSH made to its customers and are the backbone of the company.

2021 SUMMER 'WE'RE ALL BORN NAKED' COLLECTION

ESTABLISH GOALS The campaign goals

The brand's one of the only products

GOALS:

which could not be refilled or be

The biggest e-commerce

bought 'Naked' is perfume...

launch in sustainable products'

Made from natural oils and carefully

history.

crafted, this product will now be

Focus on gender neutrality

sold in 100% recyclable packaging

throughout the campaign

and could be bought 'Naked' at any LUSH store.

Highest sold New product should be the perfume and the

As the first brand to revamp a

Naked product should be

product like perfume- the perfume

Deodorant.

range will be the highlight of the campaign.

TARGET AUDIENCE for the European Market

As the Brand thrives on and supports Gender equality and is determined to erase the Old-Age stigma; The target audience will be anyone between 21-40.

This age range is proven to make a product or a movement into pop culture phenomena. With the unique campaign marketing, this is the age range that

will be targeted to make that happen.

In the European market, once that's established, catering to Age groups above 40 would become easier and more efficient. Another reason for targeting this specific age group is to cater to Mothers- post-delivery care and parents in general.

CREATIVE CONCEPTS Distant and Portable

As Europe is slowly yet cautiously moving away from the pandemic; they are thriving for a breath of fresh air to lift their moods.

During Christmas- Denmark and Sweden are well known for their Rum-Hot Chocolate but in summers it's Italian Gelato and Sorbets.

As the cafe trucks have become popular amongst the KPOP community- Integrating a similar situation with LUSH Kitchen during summers along with delicious Gelato and Sorbets to be offered to each customer is the

plan to promote the entire collection.

As we are targeting new mommies, the ad campaign will be dedicated to parents. 'We're All Born Naked' is a testimonial to parents of each kind irrespective of their gender, race, or color.

So the ads will talk about the challenges they faced to become parents through adoption, natural birth, c-section, etc., and how their lives have been changed because of that.

As parents now, tend to be attentive about the ingredients of the products they use, LUSH already caters to such consumers, we'll be just highlighting them specifically this time.

From the typical Ice Cream trucks to Fanclub gifts to celebrities, food trucks have come a long way. Based upon the products' color theme flavors of Sorbets and Gelatos can be decided which can act as an excellent prelude for the customers. As the products you'll apply on yourself and something that you're going to actually eat is being sold at the same place-justifies the Farm-Fresh approach of the brand.

With the growing Hallyu Wave, fans from across the globe arrange for Cafe trucks for their KPOP idols or Kdrama actors, to cheer them on and show their affection. Taking notice of this, regional coffee brands, cafes, and fastfood franchises started surprise pop-ups at the doorsteps of these idols.

To bring smiles to people's faces and to just give them a good start for the day Florist Lewis Miller does pop-up displays in New York City.

During the Pandemic his Displays have been encouraging the first responders and medical aid workers. Along with this his, display techniques have proven to be most effective to grab people's attention and make them stop and sink into that moment.

The perfumes from this range are from Flower extracts- creating such displays with infused fragrance and a simple stand-alone banner can do wonders for marketing. Dedicating few hours in the afternoon for interaction with LUSH in-house skin-care experts and promoting it via social media handles can cater to the target audience well.

MARKETING CHANNEL producer to customer

As LUSH makes their products farmfresh, there is no other organization involved

between

them

and

their

consumers, nor are the products sold at any other store such as Sephora or Morphy.

LUSH follows a Zero-Level marketing Channel.

The

only

link

between

producers and buys is their own LUSH Kitchen

where

the

products

are

handmade and packaged or sold Naked.

CAMPAIGN BUDGET Word of Mouth

As the brand has its humble standing due to Word of Mouth Publicity; LUSH has a huge following on social media platforms.

A total of 50,000 Euros would be spent on this Campaign and the breakdown will be rough as following: In-Store- 15,000 EU LUSH Kitchen Trucks- 20,000 EU Social Media Campaign- 5,000 EU Promotional Displays- 10,000 EU

CAMPAIGN CALENDER SUMMERS OF TUSCANY

As the maximum number of people

6th April: Surprise Customer

from Denmark, Switzerland, France,

Interaction displays around

Finland

capital cities- Milan, Rome,

prefer

to

spend

their

summers in Tuscany, Italy;

Paris, Copenhagen, Stockholm,

the beaches and the valley towns

Helsinki. & Revealing collection

became the hotspots to promote the

except for perfumes.

brand.

As, the capital cities around Europe are in preparation to close down in August- the peak of summer; April is the

ideal

month

to

launch

the

campaign.

29th March: Campaign

Announcement via Email subscriptions and Social Media

13th April: Changing

Interaction Displays with perfume-infused decor & the reveal.

17th April: Official Campaign

ads and video uploads on Social Media handles and InStore Displays.

Handles- Facebook, Instagram,

19th April: Pre-order request

Twitter

for the Naked products.

31st March: Revealing the LUSH

24th April: Official Launch!

Kitchen truck and its locations.

1st April: Week-long Tuscany Trail

of LUSH Kitchen Truck

LUSH TRUCKS

29th MARCH MILAN DISPLAY

THE LAUNCH

CONCLUSION As the brand reached its market value of 70 Million US Dollars by word-of-mouth and sticking to its 6 core values to truly make a change in the industry- It created a unique selling point unknowingly.

This Ad campaign will promote the unique

selling

point

of

LUSH

through its social advocacy via instore and social media display ads.

The

LUSH

Kitchen

Truck

and

Surprise Floral displays will, directly and indirectly, reach out to people in a way where it's unique to a SkinCare brand but very on-brand for LUSH. This will help to grab the attention of the target audience as they'll see a skin-care & self-care brand in a very different light.