Lush is a cosmetic retailer founded in England in 1995. The company’s core business is to produce face, hair, and body cosmetics using only vegetarian or vegan recipes. Their products can be purchased both online and in their colourful physical stores, located in 46 different countries.
Because of its handmade and ethical products, it is considered a unique company with a strong brand identity. Its core value is its green behaviour of being against animal testing, using eco-friendly packaging and producing only with organic materials.
The target market of Lush Cosmetics is composed by the following characteristics:
The main target audience of Lush Cosmetics are working women between 18 and 45 years old. These women have a higher education and middle-high incomes. Furthermore, they usually live in cities or nearby, so they are able to do their shopping there.
Lush has strong values, for this reason its audience tends to be very specific. The company bases all its products on organic and natural ingredients so they can be considered as environmental sustainable and social responsible. Therefore, its target is composed by people that care about the environment, the wildlife and their health.
Some of its products are packaging-free and none of them contain parabens, aimed at those consumers with an organic and eco-friendly lifestyle. Its fare trade ingredients attract those concerned about social justice. Additionally, Lush does not test its products on animals, what attracts vegans, vegetarians or any customer fighting for animal rights.
Lush products tend not to be the most effortless products; You cannot find them on your habitual grocery store, so you have to buy them online or in their own stores. The absence of parabens and preservatives make the product last less than a regular not-fresh product. And finally, the solid cosmetics do not usually attract the attention of the lazy consumers, because you have to learn how to use them and and how to take care of this products. For these reasons, Lush customers usually are open-minded and concerned about the same things the company is, so they are willing to make these efforts.
In short, it is very likely that Lush products are not the only eco-friendly consumed by these audience, since we are talking about a profile that besides taking care of his health, cares about the planet.
Lush customers on the online world
Referring to Lush’s target audience, they feel comfortable surfing the net, even buying through it. They are interested on news products, so it is very likely that they are inscribed on the company’s Newsletter.
This target is present in much of the social networks, being more frequent platforms like Instagram, Twitter or Facebook. They also read the newspaper online and follow environmental news.