Marketing Strategies Used by LUSH to Draw in a Larger Customer Base

Lush Cosmetics, a popular British line of handmade cosmetics, recently made a risky move that has garnered attention from consumers and experts alike in this age of social media and digital marketing. The business made the challenging decision to withdraw its presence from major social media platforms such as Facebook, Instagram, Snapchat, and TikTok in order to take a stand against the established norms of online engagement.

In this case study, we, as Brand Vision Marketing, will delve into Lush’s marketing strategy, exploring the motivations behind their decision, the impact on the brand, and the innovative alternatives they pursued to maintain customer engagement and uphold their ethical values. Lush’s decision to withdraw from social media brought attention to the company’s willingness to prioritize principles over conventional marketing avenues. This decision sparked a discussion about the potential consequences of pervasive digital platforms and paved the way for a new perspective on the relationship between a brand and its customers.

Lush’s founders started out with a firm dedication to doing things the right way. Based on its founder’s philosophy of avoiding harmful ingredients, Lush’s leadership saw a similar risk online. Amid rising worries about privacy and mental health, the company made a radical decision: to protect their customers, they would no longer be present on major social media platforms.

Mark Constantine, CEO of Lush, asserted that exposing...