Page 1







Who Are We? Our Handmade Story Our Name Our Values Our Mission Our Position

10-11 12-13 14-15 16-17 18-19

What We Do Our Products Packaging Our Consumer Pen Portrait

22-31 32-33 34-35 36-37

Brand Guidelines Brand Voice Logo Guide Font Guide Colour Guide Image Guide Store Requirements

40-41 42-43 44-45 46-47 48-49 50-55

Corporate Social Responsibility (CSR) Animal Cruelty Fair Trade Ethical Buying Charitable Givings Lush Prize Environmental Policies Reduce, Reuse, Recycle Employees

58-59 60-61 62-63 64-67 68-69 70-71 72-73 74-75

Communication Guidelines Brand Touchpoints Marketing & Social Media

78-79 80-81

The Future The future of Lush




our handmade story our name OUR VALUES OUR MISSION OUR POSITION





Mark Constantine, a trichologist (the study of hair and scalp), and Liz Wier met in a beauty salon in Poole, England. After a few years they decided to start their own business selling natural hair and beauty products.

Mark contacted Anita Roddick, the founder of The Body Shop to offer his products. She put in an offer of £1,200 and from then on Mark and Liz became the company’s biggest supplier.


The Body Shop bought Mark and Liz’s formulas, meaning they couldn’t open another retail store for 5 years. But this didn’t stop them. They setup a mail order cosmetics company called Cosmetics-To-Go. Unfortunately, the business ended up burning out.


Mark and Liz teamed up with Mo Constantine (Mark’s wife) and some friends to create a fresh, handmade cosmetics company. Lush was born.


While on a trip to England, Canadians Mark and Karen Wolverton fell in love with Lush and knew they wanted to take it international. In 1996 the first international store opened in Vancouver (with a cosmetic kitchen nearby).

1996 NOW

Now Lush has 105 stores in the UK, over 900 stores in 49 countries and employ over 8,000 people (we’ve grown up that’s for sure!)


The overseas success grew until, in 2003, the first American store opened in San Francisco.




In 1995 when Mark and Liz created their new cosmetics company, alongside Mo Constantine, Helen Ambrosen, Rowena Bird and Paul Greaves from Cosmetics-To-Go, they didn’t have a name. They decided to turn to the customers through a competition. One customer suggested Lush, which they defined as “being fresh, green and verdant”. We thought it fit us perfectly, and so Lush as we know it was born.





At Lush our mission is to use the freshest ingredients to make handmade products. We believe that happy people make happy products. We believe in taking long baths, taking care of your body and taking care of your mind. We care about the world and we care about you. 16



OUR POSITION What makes Lush different is the fresh approach to the way their products are made. We position ourselves as being quirky, colourful, creative, indulgent, pampering, ethical, fun and fresh. We believe that the overall brand experience and the experience in-store is an integral part of our brand’s positioning. Lush does not have to compete based on price, as other brands do not offer the same products, experience, benefits or quirky positioning and this allows for a premium pricing structure. The differentiation through natural handmade products and socially responsible production sets us apart from the competition. The closest competition to Lush is The Body Shop in that both us and The Body Shop sell body and cosmetics products and are against animal testing/use sustainable business practices. Other competitors that we have are Simple, Garnier, Clarins, Liz Earle, Kiehl’s and Clinique. These brands all have varying ranges of ethical practice, which is one of the main points of differentiation for us as a brand. However, Lush also stands out from this group because of our extensive product range, that competition do not hold. We have more fun, playful products like bath bombs and shower jellies, which shows how fun we are in comparison. It has to be said that even though Lush is a very ethically conscious brand, they are lower in price than many brands with similar ethical views. This means we are accessible to more of a mass market and hence have a wider consumer base than the other brands.





Mass Market 19



OUR PRODUCTS BATH AND SHOWER Our bath and shower products are our most popular products. We think this is because the products can be enjoyed by everyone. Our wide range of bath bombs are what we are best known for, the colours and smells all mixed together by hand. It is easy to see why they are one of our most popular products, the smell of them is what draws you into our stores in the first place. That is why, when you go into a store the bath bombs are not packaged, so you can smell them before you see them. We also offer bubble bars, bath oils and jelly bombs for your bath; so, however you like your bath, you can find the perfect bath product for you. Our classic soaps are another popular product that we offer. When you enter our stores, you will see the huge blocks of soap, sat waiting to be cut for you. The bright colours and creative patterns catch your eye immediately. Take them home and lather them up. You will be squeaky clean in no time. For showers we have shower gels, shower jellies, body scrubs and shower moisturisers. These products will leave you smelling fresh all day after a long morning shower. If you would rather a night time shower we also offer relaxing shower gels and jellies, leaving you ready for an amazing night’s sleep.





We not only want to take care of your body, we also offer a wide range of face products to ensure you look the best you possibly can. Our cleansers and scrubs are made to get the best out of your naturally beautiful skin. We offer products for every skin type and every need. The best part, they are all natural because we know that you can create better products with natural ingredients. We also sell face masks of every type, flavour and purpose that you can imagine. These handmade products leave your skin feeling pampered and fresh, as if you have just come back from a spa. Why don’t you pamper yourself? Sit back, put on a face mask and relax. One product which we are especially proud of are our toothy tabs and mouthwash. We know what you are thinking - What is a toothy tab? Well we wanted to create a solid alternative to toothpaste that required less packaging, there is a simple explanation to our creativeness. We realise it is a lot to take on but trust us, they will leave your breath feeling fresh and your teeth sparkling. As well as all of these amazing products we also sell moisturisers, toners, spot treatments, shaving products and lip scrubs/ balms. We love all of these products and they leave our faces fresh and naturally beautiful, so why not try them yourself.



As well as a wide range of face and shower products we also have body care products to ensure you look and feel great. Our variety of body lotions will leave you feeling soft and smelling beautiful; and our hand and foot care, will allow you to step forward with pride and handle life with soft hands. To make sure you are always smelling fresh we have created a plethora of solid and powder (sounds odd, but bear with us) deodorants. These formulations need less packaging and are far less harmful to the environment than aerosol products, obviously we are all behind this change to more innovative formulas of deodorant. Everyone loves a good massage, so why not go naked with one of our packaging free massage oil bars. These beautifully soft and fragrant bars are perfect for a night in. Sit back and relax; let someone else do the work. As well as pampering the skin it is also important to take care of it. We offer a range of sun care products to protect you from the harmful UV rays that expose your skin every day. We want to keep your skin safe, so remember to use SPF products daily to stay looking beautiful for longer.





At Lush we also care about your hair. How it feels, smells and looks are all important to us. We have a range of hair products that are key to looking after your luscious locks. Our shampoo and conditioners cater to a vast range of hair types and requirements. We want you to have a great hair day every day, so why not use our shampoo and conditioner bars that leave your hair feeling great and it saves on packaging too. We also offer hair treatments, so you can treat your hair to something special. We have a range of hot oil and scalp treatments to choose from, so you will always be able to give your hair whatever it needs. To get the best out of your hair, we also have a range of natural hair styling products, so you can get creative with your hair. Additionally, we have natural henna hair dyes that allow you to get creative with colour too.



We want you to bring out your inner beauty, so we have a makeup and fragrance range that will let you do this. Our face products allow you to achieve a gorgeous glow, while our eye products will help you in enhancing your eye’s natural beauty. To frame your face, we have eyebrow products, so you can be on your best brow game. Lipsticks allow you to inject some colour into your life. Our long-lasting moisturising lipsticks and lip tints are made from organic ingredients so you don’t have to worry about that. Come on, pucker up. Our body sprays and perfumes (solid, liquid and in wash card form) mean you can begin a journey into a world of fragrance. Our perfumes are inspired by art, music and poetry, each telling a story through scent. So, what is your story going to be.





Our passion is to get rid of packaging when designing a product. We use as little packaging in the shops as possible and give you the choice to go completely naked - we mean the products, not yourselves. About half of our products can be taken home with no packaging. We save nearly 6 million plastic bottles globally from selling shampoo bars alone. When packaging is unavoidable, we prefer to use recycled materials. 90% of our packaging material is recycled and we’re working on the remaining 10%. We like our packaging to be reused, recycled or composted at the end of their lives and aim to have 100% of our packaging recyclable or compostable. As recycling for our black pots is not available everywhere, we put our money where our mouth is and give a free fresh face mask when you bring five of them back. Going naked is cheaper, meaning more money can be spent on beautiful ingredients rather than packaging. It’s a win-win situation.




Lush is far more appealing to the female demographic with women more likely to choose us and find us innovative. We also appeal to a younger demographic of 16-34-year-olds as they are far more likely to view us as cutting edge and choose us as their favourite retailer. Younger shoppers are more swayed by ethical issues and so carry the same values as we do, hence they choose us. The fun and playful essence of our brand attracts the younger demographic, and so we are able to stand out in our market because of this. We attract urban and up and coming consumers who care about living their best life. They do this through beauty, but not in a vacuous way. They just want to have fun and be happy and healthy. 35

Molly, 20

English Literature student at Bath University. Loves her pet dog Banjo. She is an animal rights activist. Reading is her favourite pastime. She enjoys pamper nights with her friends. She enjoys long baths using Lush bath bombs and skincare. She is vegetarian. She likes to use ethically sourced products. She loves tea and biscuits. She likes walking and riding her bike to university instead of getting the bus.






We are all about honesty and transparency. It is important to have honesty between us and our amazing customers. We do this through our conversational and direct tone of voice that we use in our stores, on our products and everywhere else you may find us. We aim to present our products in a witty and clear voice. We are trying to tell our customers what the product does in a short sweet sentence. No fluff or frills. On our website we feature heavily our customers reviews of the products. We want them to be at the centre. We are talking directly to them, through them. On our social media accounts we like puns and jokes. Our customers are our friends, and we treat them like it. Our key demographic is younger, so our presence on these platforms are key. We use these platforms to show our consumers our key values, we talk about issues in the world that we care about, to try to get our customers to care too. Through the strong, colloquial voice we have, we are trying to send a message. A message of unity, love and happiness - who doesn’t want that.






It is important to us that our brand is always presented in the right way. At the forefront of this is our logo as it is the first point of call to our brand to our consumers. We have recently renovated our brands overall image, we changed our logo from the classic, bright graphic logo to a more simplistic design. However, this old logo can still be seen on products and in stores as it is still being phased out. This logo cannot be used on our website since we have redesigned it, using the new logo. The new logo is to the point and clear with ‘Lush’ in capitals and the slogan ‘Fresh Handmade Cosmetics’ to the side. The logo can be seen in both white and black but not a colour. The font cannot change from Arial, and the slogan has to be present next to the brand name. Our logo also cannot be placed on a slant. 43

FONT GUIDE ARIAL BLACK A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1










LUSH HANDWRITTEN a b c d e f g h i j k l m n o p q r s t u v w x y z 1 44










The fonts we use to present our brand are very distinctive. We use Arial Black for our logo, slogan and headers on our website. Arial Black is a direct and clear font that presents our brand in a straightforward way. It shows how we are a brand that can be serious about many issues but also behind this have a fun and exciting personality. Arial is also used for the main written content on our website as it is a simple and easy to read font. Our fun and friendly side is presented through our bespoke supporting font that was created especially for our brand, called Lush Handwritten. This font is only used online and on social media because in stores all of our signs are still handwritten by our incredibly talented visual merchandising teams. In order to create our font we teamed up with Dalton Maag, a typeface design company, to create the digital version of our handwritten font. We wanted to do this so that there was more fluidity between our online and offline presences. These two fonts are the only fonts used by us and we think it is important to only use these as it creates a more fluid and cohesive brand image. 45


The colours we use are very simple and clean. They are easily recognisable as being Lush through the green/yellow for the old logo and black/white for the new logo and brand design. The packaging we use is black and white with a hint of the green and yellow. We want out packaging to be all about the products. Our brand, however is a very colourful brand with its personality and so it can be said that a rainbow of colours can represent us. When you walk into our stores or look on our websites you are hit with colour with our products, and ultimately Lush is what our products make it. 46



IMAGE GUIDE For our photography and images, we like to remain as consistent as possible, but as each product is different and has a different purpose, we need to ensure we are getting the best out of our products in our images. Our products should be photographed in a playful, fun way to reflect the brand’s overall image. Close ups and overhead shots are good for social media as it allows the text to speak for itself. Our images should always be in colour, to show off the product’s magical colours. On our website we use extreme close-ups often of products in action, with text running over top. This graphic format is used across the website to create a more structured layout. We want our images to reflect our aims and mission as a brand. We want them to show our wonderful products in action and show them off, they are the ones who deserve the attention after all. 49







Our stores are the primary point of contact with our consumers so the way they look, smell and feel is very important. When you are walking down the street you often cannot see the store before you can smell it. The intoxicating smell reaches out of the shop and down the street, drawing customers in. This is yet another perk of having no packaging an many of our products. This smell is our brands USP, it has to be present in every Lush store as it is so recognisable. The look of the stores is also very important to the overall customer experience. The smell draws you in, the look and feel of the shop keeps you there. The rustic, homemade feel of the stores is a key factor in our store layout. Products are placed in wood crates and on old bowls and plates. The products placed in very organic ways. There are testing bowls around the stores where employees can demonstrate products in action. The signs around the store are in our recognisable handwritten type; however, they are not printed, they are still written by hand to maintain the organic, handmade ambiance. Our staff go through extensive training, so they know every product inside out. We make sure they are fans of our products and that they use them too. This means they can give real recommendations of what they like and how to use products. They can give customers a great customer experience by having the product knowledge behind them. They make sure to greet every customer coming in and treat them like a friend. This is really important as they are the face of our brand and so they need to be relaxed and fun, like the brand.




ANIMAL CRUELTY FAIR TRADE ETHICAL BUYING charitable givings lush prize ENVIRONMENTAL POLICIES Reuse, reduce, recycle employees


Lush do not test on animals, do not use materials that contain animal derivatives that are unsuitable for vegetarians and only buy raw materials from companies that are not involved in the use of, or commission the use of, animals for testing and have no plans to do so in the future. We believe that animal testing is not acceptable. We recognise that customer safety is of importance but that this can be assured without the use of animals. We have built Lush from day one using this policy – and we believe this shows that it is possible to invent, manufacture and bring to the market an entire range of products without any involvement in animal testing. Our founders launched this policy in June 1993, whilst still running their previous company, Cosmetics To Go. So when they started Lush in 1995, it began life using this policy and has stuck to it ever since. We feel that people still need to understand and accept the harsh reality of animal testing. This is why on the 24th of April 2012, we underwent one of the most prolific campaigns we have done to date. A young woman was dragged through the streets of London to the flagship Regent Street store where she was placed in the window on a bench, like a laboratory animal, and experimented on in the full view of horrified shoppers. She had drops put into her eyes, was injected, force fed with her mouth held open by separators and had some of her hair shaved off, all to provide a visual representation of what laboratory animals go through every day. This was all live streamed online and went on for over ten hours. We bought animal testing back into the mainstream media, and hopefully made people rethink where they were shopping.




Fair trade means buying goods at a fair price from people who produce them. In exchange, producers use sustainable production practices and uphold fair working standards for their employees, benefiting both the earth and the communities involved. Prices for many of the ingredients we use – cocoa, almonds and coffee are just a few examples – can change unpredictably because of factors like global demand, extreme weather or crop failures. While fluctuating prices may not be a problem for larger farms, small producers can find it challenging to make a profit when their products’ prices fall. In a fair trade agreement, the product being traded is given a minimum price. Even if the average market value falls below this point, the seller is guaranteed to be paid the set minimum. Over the last 10 years, we have consistently been re-sourcing and developing relationships with producers that are direct as feasible, in order to trust that our suppliers’ working conditions are dignified and that our prices are fair. We are really proud that we have been able to do this for many ingredients. Direct trade has proved an excellent way to ensure this. There is no reason why our suppliers should receive unfair wages and work in poor conditions.


For many years we have had a policy of aiming to purchase our materials direct from producers: the farmers, growers and processors. This means that our buying team travel the world visiting suppliers, to meet the people involved. We see first hand how the ingredient is grown, harvested, mined, processed, etc. This allows us to get a better understanding of the raw materials, where they come from, how they are produced, what potential labour or environmental issues might arise and what might impact the cost of the materials (seasonality, crops, climate, etc). Purchasing our materials in this way, with face-to-face communication also helps us foster good, honest, long-term productive relationships with the producers/suppliers and guarantees uninterrupted supply of good quality materials to make our products. 62




During our last financial year in the UK, we donated over ÂŁ1.6 million to small charities, campaigns and organisations working in the areas of environment, animal protection and human rights. Globally, we donated ÂŁ6.3 million. One of the exciting things about Lush is the fact that we can lend our support to grassroots groups around the world that need help to make a difference. 65

We created Charity Pot hand and body lotion in April 2007 in order to raise money for charities and other good causes. Every penny you pay, except the VAT, goes to helping these carefully selected groups and the work they do. In our last financial year, our generous customers in the UK and Ireland raised £833,265 for vital and important grassroots campaigns and charities by buying Charity Pot. Globally, Charity Pot is now sold in 35 different countries and in our last financial year, sales raised over £4.8 million – all of it given away to frontline campaigns for animals, human rights and the environment. At Lush we also give away £200,000 each year to 10 special groups we partner with, or think are making a vital contribution to social change and for every bar of Fun soap we sell, 10p will go into the FunD. This money is granted to projects providing fun and recreational activities for children living in challenging environments such as in Japan with the 2011 tsunami and nuclear disasters. Although Charity Pot is the main source of charitable funds we also raise money through limited edition charity products and our self-imposed carbon tax (we tax ourselves on our flights and give this money to environmental groups). Every year, we also give away £250,000 via the Lush Prize – the biggest prize in the non-animal testing sector. We also donate money through our SLush Fund to small farmers and producers. In our last financial year the SLush Fund donated over £900,000.



The Lush Prize is a major initiative aiming to bring forward the day when safety testing takes place without the use of animals. Winners of the Lush Prize receive an annual fund of £250,000 – the biggest prize in the non-animal testing sector - in order to celebrate their achievements in fields such as science, research and campaigning with regards to pursuing alternative options to animal testing. Several prizes of £50,000 will reward the most effective projects and individuals who have been working towards the goal of replacing animals in product or ingredient safety testing across the five strategic areas of science, training, lobbying, public awareness and young researchers.




Environmental issues are at the heart of the company and trickle through to the decisions we make on a daily basis. We keep on top of legislation and welcome new regulations that genuinely reduce our impact. We like to support environmental groups that take part in creative direct action to help change the law. The total recycled content in all Lush packaging is about 89%. That means that for every tonne of material bought, 900kg come from recycled sources. We are also working to reduce the amount of energy used to produce, transport and sell the products to consumers. We have been doing that by making our processes more energy efficient, getting staff to switch off, replacing less efficient equipment, generating some of our own energy onsite and increasing insulation. We also carefully choose who we buy our energy from to ensure no fracking companies are supported by our energy use. By making some products solid, we avoid using incredible amounts of water. We avoid using 450,000 litres a year from selling shampoo bars globally. We will continue to monitor how we use water at the factory and reduce our consumption of water not used in products. We are committed to becoming more sustainable the more we grow, by using our buying power to drive positive change. We believe taking care of the environment is everyone’s responsibility including all of our staff and our customers.





REDUCE REUSE RECYCLE Reducing waste altogether is our first priority. Our product inventors are leading the way with innovative solid products which eliminate the need for packaging altogether with about 35% of our product range now being “naked”. Recently our buying team worked with our bottle supplier to reduce the thickness of our clear plastic bottles. This small change has resulted in a huge amount of saved plastic, and hasn’t affected the quality or durability of our bottles. It’s a win-win! When we do use packaging or create materials that could produce waste, we ensure they can be reused after they’ve served their Lush purpose. Many of our gifts are packed up in pretty reusable boxes, which can be reused to give another gift, or to organize jewellery, stationary, tools or anything else you can think up. Our in-store bags are made from 100% postconsumer recycled paper and are recyclable, reusable or compostable, and our catalogue is printed on 100% recycled paper too. Each one of our pots and bottles are made from BPA-free 100% post-consumer recycled plastic, and can be reused, recycled or returned to a Lush shop for recycling. When you return five clean, empty pots to a shop, you’ll even get a free fresh face mask!



We want Lush to be a great place to work. We want people to enjoy their time with us. We want people to learn by their experiences and to teach us. All staff should be treated equally and with respect at all times. There is no glass ceiling. We expect to provide better than legislated for working conditions. No Lush staff will be employed on a zero hour contract. Retail staff are paid a minimum of 20p above statutory minimum wage. There is no penalty for being under 18 or under 21. If you do the same role you get paid the same. We pay the same wages irrespective of nationality, religion, sex or age. London and Eire have separate wage structures. In London we are signed up to the London Living Wage. We were the first retail company to pay the London Living Wage. We know that despite many long years of emancipation in the UK there is still not total parity between the sexes. We want all women to know that at Lush we do not hold you back. Wage is decided by the role you do not by who wears the trousers, we do not have ‘male’ and ‘female’ roles and there is no glass ceiling holding women back from the very highest roles in Lush.





Word of Mouth

Stores Charity


Articles on Website


Public Speaking

Lush Spa (Experiences)






BRAND TOUCHPOINTS At Lush we have many touchpoints where our brand can be seen by customers and the world alike. Our main brand touchpoint is our stores and the amazing customer service you get when you enter them. This service is what brings consumers back again and again. After that we have our website that many consumers use if they don’t have a store near them or want Lush to come right to their door. Our website tells customers who we are and what our values are. It is clean and easily navigated, so it is easy to follow and find what you need. On our website we have articles about all of our favourite topics and subjects, such as animal testing, ethics and sustainablitiy. Additionally we have articles on our products. We tell customers how to use them and suggest other products they may like. We also connect to our consumers directly through email, we send personal emails to anyone who signs up for them. This allows us to directly target active Lush customers who want to know when there are new launches and deals. Lush is a great brand for gifting and so every time you give us as a gift we are reaching a new potential customer. That is why we like to make such a great first impression with our perfect gifting boxes. They have everything you could want. We want Lush to be an experience rather than just a brand and so we also offer a Lush Spa in certain stores, where you can have the best treatments using our amazing products. It really helps customers to immerse themselves in the Lush life. Another important touchpoint that we have is the work we do with our partners and charities, as followers of these organisations may find out about our brand from them and become a follower of us too. 79

MARKETING & SOCIAL MEDIA At Lush we rely almost exclusively on word-of-mouth advertising via social media to promote our products and social awareness campaigns. We don’t use any traditional media advertising (magazines, newspapers, tv, or radio ads). Instead we rely on like-minded consumers who share the same principals and social values us to promote our products and campaigns through personal blogs and YouTube videos with reviews, hauls, demos, giveaways. We also rely on our Facebook, Twitter and Instagram accounts, with our main company pages, individual store pages, and employee pages. As for Instagram, it is a big part of our social media presence as it is all about our amazing looking products. We have recently made our stores more interactive as we know that our fans are excited to share their Lush experiences with their friends online, so we designed shops to accommodate that. The large sinks spread throughout our stores allow for beautiful product demonstrations that make for gorgeous “bath art” engagement on social media, in particular Instagram. Social media has had a significant impact on our business. Long before social media, our fans were very active on online forums and other online communities, so we are well versed in listening to, engaging with and learning from our customers. Of course, with the growth of social media, all of those opportunities have been enhanced. Not only are we hearing from fans more often and about more things, but we’re also seeing a bigger impact on sales when those discussions go viral. The shareability of the Lush experience has certainly inspired our product inventors to continue to push the boundaries around things like our bath bombs, which are creating more beautiful and shareable experiences. 80








The future of Lush is completely dependent on our customers and if they keep us relevant. We need them to succeed. Thy are the ones who gives us ideas for products, they inspire our product inventors and creative teams. We want to continue to work with charities and increase the work we do with them. Again, this is where our customers come in; we need them to buy our Charity Pot and Fun products so we can have the funds to give the money away. But despite the changes we want to make, we want to remain the same friendly, authentic brand that we are today. We don’t want to change too much because what we have now is great. Why would we change something so good?



Profile for poppywest99

Lush Brand Book  

Lush Brand Book, 2:1 grade

Lush Brand Book  

Lush Brand Book, 2:1 grade