Lush Marketing

Weaknesses of Lush

Although Lush is an established brand with its own retail outlets and one which places a heavy emphasis on innovation, beauty and humanitarian efforts, it is not without several glaring weaknesses that should be addressed accordingly.

The first weakness that can be identified for Lush is the relatively short shelf life of their products as they use organic ingredients. A short shelf life means that products have to constantly be cleared off the shelves in their retail outlets to make room for newer products of the same kind. Several problems associated with such a wasteful act could be a rise in cost due to constant need to replace old, expired goods, waste of manpower for those in the retail stores as well as those in the factories making the products and more workload for the managerial positions as they have to act to rectify the problem accordingly.

Secondly, their weakness is that customers might choose conventional products over responsible ones, mainly because Lush products are harder to gain access to and are not conveniently available since they are an exclusive premium brand which tends to have very few distribution outlets and are mostly located in the prime town areas. For example, in Singapore alone, Lush only has a total of four outlets.(LushAustralia, 2015) Thus ,despite the uniqueness of their products, it is not as accessible as compared to their competitors like Body Shop who has 41 outlets; all distributed evenly in both the prime and heartland areas.(Bodyshop,2015)

Figure 5

Figure 5.1

Figure 5.2

Lastly, Lush has the tendency to take their advertising and campaigns to the extreme which may sometimes be inappropriate which results in unnecessary controversy rather than raising awareness – their main focus. Lush has received several backlashes and controversy on their ads and campaigns that they ran which contained nudity when they released their Lush Australia Naked Ad Campaign as seen in Figure 5 and 5.1. The...