Ch. 5 - Developing a Global Vision

     Lush Cosmetics surely has a global vision seeing as the company takes full advantage of the different marketing opportunities for target markets in the 40 plus countries that it operates. This can be seen by the different products displayed on the homepages of each country's personalized Lush websites (as shown below). 

Different Lush Cosmetics websites for each country they operate in.

     On the Lush homepage for USA, a month prior to Mother's Day, their new Mother's Day products will be heavily featured on USA's particular website. This is because Lush Cosmetics obviously recognizes how commercialized holidays in the United States are and thus push certain products that relate to the holiday because Americans are more likely to buy these products at such time. On the Lush website designed specifically for Canada, they feature a massage bar named "Under the Covers" because of a show called "Undercover Boss Canada" where Brandi Halls, Director of Brand Communications, infiltrates and investigates the marketing practices of Lush Cosmetics. Lush notes that this show will attract a lot of attention to its stores in Canada and thus created a limited edition product that targets the viewers of the show. In the UK, Lush Cosmetics just opened two new spa locations in Edinburgh and Liverpool and features videos of spa treatments there. This obviously targets only the people in these specific locations which shows Lush Cosmetics is mindful of their global marketing techniques.

Lush Cosmetics' Solid Shampoos

     Lush Cosmetics has made great strides in their company to achieve global marketing standardization. There are select products that are sold only in certain countries, however many of their product lines are the same in all of the countries they operate in. One product line that remains unchanged in every country is the Solid Shampoo line. The Solid Shampoo, a Lush original invention, is a non-liquid shampoo that lathers and cleans like normal shampoo. Since it is a solid product, customers may take it on a plane when they can't take liquid products like normal shampoo. It is because of the versatility and informativeness of this product that it is able to survive in a worldwide market. Another product that must be recognized while discussing Lush Cosmetics' global marketing standardization, is their Dream Cream. Dream Cream is a lotion composed of oat milk, olive oil, and cocoa butter. It is Lush's number one product worldwide. This is undoubtedly because of the wide range of target marketers that would buy this product. It attracts the component lifestyles of vegetarians and vegans because of its vegan ingredients. It attracts people with eczema because it has been known to soothe it. Lastly, it attracts people with every skin type because it is gentle enough to be applied to even the most irritable skin. It is because of Lush's innovative products that Lush Cosmetics is able to sell a majority of their products worldwide. 

Lush Cosmetics' Dream Cream