Marketing Case Study: LUSH

I went to LUSH for the first time a couple weekends ago, after months of hearing rave reviews from my roommate and girls in a Facebook travel group that I’m in.

I’m now in love.

As soon as I got home, I told my roommate and we started talking about LUSH and why we prefer them over other beauty companies. Being a marketing major, I’ve decided to highlight the main points of our discussion, using the 4Ps as a guide.


LUSH first became famous for their elaborate bath bombs, which filled Instagram posts and Pinterest boards as far as the eye could see.

Now, as LUSH has expanded their product offerings to include everything from toothpaste to makeup, they’ve stayed true to their Eco-friendly, no animal testing involved in their supply chain, sustainability-focused, vegetarian ingredients-only mission.

Then there’s the fact that the products work (most times, for most people). This is a crucial piece that a lot of companies seem to overlook, in my opinion.

Rose Bombshell Bath Bomb image
Rose Bombshell bath bomb via


There are a lot of beauty/skincare brands that tout how they’re good for both you and the environment. However, most of these brands are prohibitively expensive.

LUSH, on the other hand, is pretty affordable. I walked into the store assuming that I’d check it out, attempt to discover why people were so hyped up about $15 face scrubs and $20 bath bombs, and then leave empty-handed. Instead, I left with a tea tree toner and charcoal bar, for a total of $17 after tax.

Oh, and did I mention the free sample of moisturizer? Yeah, it was pretty great.


LUSH has retail stores in upscale areas, like Oxmoor Mall here in Louisville. From a marketing perspective, it’s what I would expect, because consumers without a lot of disposable income probably don’t list “organic skincare products” as a top priority.

The company also has a website, which is crucial in today’s e-commerce age. It’s hard to buy anything scented online, but according to various reviews, LUSH does a good job of describing their scents. A seemingly-minor win, but it’s huge for consumers.

I also like that there’s a choice to order a subscription of a product. I live a pretty busy lifestyle, so anything that saves me time and energy is a win in my book.


There are many things that I love about LUSH, obviously, but one of my favorites is that on a lot of their containers, they have a sticker telling you when the product was made, when it expires, and who made it. My tea tree toner, for example, was made in November by a guy named Trey.

For a promotional tool, this is unique and really speaks to LUSH’s core values. Their brand voice is definitely consistent across various platforms, which I know from experience is a hard thing to accomplish.

As a marketing/PR professional, it’s important to take note of not just companies who are doing poorly, which is easy to spot, but companies who are excelling. LUSH is a company that I’m going to keep an eye for a long time.

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