To put us in context:

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.

In this post I’m going to analyze and evaluate Lush’s website.


A friendly page

The main page of Lush is colorful and welcoming. It has always been said that first impressions matter, and this one is undoubtedly good. At this first view, it looks like has harmony and it’s well built.

For a first analysis, if we navigate a bit through the page, we can find both products and content, all following the same line. In terms of products, all of them are rated and valued by other consumers, which generates greater confidence for the new visitor. On the other hand, we can find a series of publications, mixed among the products, that give us interesting information about concerns that the consumer shares with the brand. All of it is written in an informal way and addressed directly to the reader.

The section of products is organized in such a way that finding the type of product you are looking for is quite easy. This order is based on eight classifications that in turn are also classified into specific product types.

Analyzing the help section, we find four ways to solve the possible doubts that may appear: Recently asked questions, topics (information about different topics such as delivery process or refunds), Frequent questions & answers and Direct contact with the Company.

Screen Shot 2017-11-30 at 23.25.41

Website communication

Lush’s page is an e-commerce and its design and structure make it clear. As soon as you enter the web, you can see a superior banner that always shows some product or novelty. As you scroll, you will find a series of products that include prices as well as reviews of other buyers. On this first page, new products or special products (for specific dates) are usually placed there. It is clear, therefore, at first glance that its first purpose is the online commerce. In a second place, both on this page and in the rest, we find a bunch of articles that talk about their products and their composition, or environmental issues of social conscience. All these posts, specially the second ones, are coherent with the target audience, which is a public concerned about the origin and composition of the products they consume.

On the other hand, the position of the elements, the typography, the images and the colors generate a very coherent and solid image about what the brand wants to transmit.

Relevant content for the audience

Because of its strong values, Lush is oriented to a very specific target. 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.

Screen Shot 2017-11-29 at 23.49.24

Given this large number of posts and information that the brand makes available to the audience, it is clear to any visitor what their values are. In case this was not enough, in a lower banner (always present) its basic principles are indicated in six images: 100% vegetarian, Ethical buying, Fighting animal testing, Freshest cosmetics online, Handmade and Naked packaging.

Screen Shot 2017-12-01 at 00.27.46


The interaction with the visitor is an essential point and Lush does not overlook it. There are several ways in which the company receives information from consumers through the website. In the first place, there is the possibility for the buyer to create an account, taking advantage of all the benefits that this entails: adding products to a wish list, making a history of orders and publishing comments and reviews. Second, the consumer has the ability to add comments and select directly on the products, so that they appear on the web, which also allows interaction between consumers.

Finally, its presence in social networks. They have profiles in many of the social platforms in order to reach the maximum number of potential consumers and adapt to their preferences.

What about navigation?

The structure of the page is good and quite intuitive. The menu has three main sections (Products, Shops and Exclusives) and five other secondary sections: the logo that allows you to return to the main page, another tab that allows you to interact with them on their networks (and see what they talk about), a search option, an area for access to users and the basket (where the products will be stored ready to be checked out).

Within each of these sections there are various links that facilitate navigation through the page.

Screen Shot 2017-11-30 at 19.19.05

More generally, in terms of the operation of the website at technical level, it works in perfect conditions. The images and vines are loaded correctly and quickly, as well as access to any of their links.

Design quality

This website absolutely takes your attention from the first time you enter on it. It’s colourful and inspiring, it has lots of colourful or moving graphics that make it visually pleasing. Even the products are presented in creative ways. Even though the colours of the structure of the page are rather bland (B&W), the images and the products gives the website its the necessary colour.

Screen Shot 2017-11-30 at 20.35.22

Regarding the design of the navigation, in the top menu bar is where all the most relevant sections are located to carry out the main transactions, but in the lower bar we also find another type of more general or corporate information and another kind of interaction with the consumer:

Screen Shot 2017-11-30 at 23.36.19

You can clearly tell where you are at every step because of a huge banner that stands at the top of every page with the title of the section and a brief description. But, in the other hand you can not navigate throuh the website using a back button, because they don’t have one. The only solution to this is to use the one from the browser.

Copy quality and readability

As I said before, all the content is either directly related to the products or related to issues to which both the consumer and the company give importance. Both are introduced around the products with a simple title to get the visitor’s attention while browsing the page. The content uses an informal style and goes directly to the reader, giving him all the importance he deserves. For titles (both sections and product names) use a very representative type for the brand, the same as they use in the labels of their products. And for the rest of the copies, a rather common letter is used. Its content is at all times understandable and well structured, making all this information something entertaining to read.

Screen Shot 2017-11-29 at 23.49.07


Following what we were discussing before, the brand in general has enough or even a lot of credibility. The fact that the products are reviwed directly by other consumers on the website, reflects that Lush is not afraid of what their consumers say about them because what they do, they do it well. Another factor that generates trust and credibility is their strong values and their interest in what they do, which makes visitors feel more confident and motivated towards what they are seeing.

Branding & Marketing

Everything they do they, they do it with passion and that is what makes them unique to the competition. They have clear and solid values and everything they communicate they do it based on this. That is why, all the content they have on the web, although not specifically of the products, seems coherent and even necessary for a better consumer acceptance. As we have mentioned, their target is very specific and this will make them feel totally identified with the content of the website.






Lush Cosmetics: Objectives and Conversions


Increase revenue

It is the main objective of any marketing strategy and of course also it is for online marketing. However, this media offers many more options that we must know how to take advantage of. Companies should know how to optimize their organic positioning and perhaps complement it with pay-per-click ads. In this case, Lush has a good usability and a very attractive website, which invites the visitor to try or buy their products. It is organized in such a way that it is easy to find any product that is wanted and also it recommends some related products. Keeping on date their Marketing Content & Social Media Marketing are also two important points that can reorient the reader towards the website and end their visit on a purchase. This also should be related to an increase in the average ticket per customer, so you can obtain more profitable visitors.

Build a strong brand image

This is a fundamental step. This rich media allows us to configure the space in any way so we can transmit to the consumer all our values ​​as a company. Lush does not have an own section in which all the corporate information of the company is found, but it is not necessary for them either because their entire page has a unified design that is consistent with their values.

Some of the elements that strengthen Lush’s image are:

Screen Shot 2017-10-31 at 00.20.39

All these points are helping Lush to create a strong brand image.

Screen Shot 2017-10-31 at 00.27.14 

Increase targeted traffic

All companies want to see how their traffic numbers increase, but what we really should be worrying about is to increase the qualified traffic. By targeting the marketing to specific profiles and focusing the strategies on them, Lush can increase the ROI of their marketing efforts, as well as their final results.

Improve the online reputation

Nowadays everyone can post their opinions about companies or products online. This may create a problem or an opportunity to our reputation as a brand, depending on how we manage it. That is why we must know how to manage any kind of review we obtain, being present and connected with the consumer and responding nicely to any complaint that may exist, in order to reduce the negative impact.

Screen Shot 2017-10-31 at 00.47.58

Become a resource or an authority in your field

Becoming an expert in a certain sector is complicated and requires a lot of work. These leaders often become influencers and experts on issues related to what they do, simply sharing information and advices for their visitors. This practice does not usually give an immediate result but if it’s carried out properly and consistently, the company will maintain or improve its positioning in front of the industry and in front of the consumers.

Screen Shot 2017-10-31 at 00.51.06

Increase your online visibility

Starting from the pretext that if nobody knows you, you do not exist, we can assure that consumers knowing us is very important for our activity. You must set goals defining where, when and how we want to be found and work to ensure that this happens.

Establish the brand on Social Media

Have a presence in social networks and develop an integrated strategy with the website. It is important that both are connected, that is, build a bidirectional bridge between your social networks and the website.

Screen Shot 2017-10-31 at 14.25.25

Lush wants his visitors to share what they like and what interests them. Its purpose is to reach potential potential consumers.

Generate qualified leads and improve lead conversions

This is the most popular goal for almost every business website. Leads are something through which we can improve the website’s marketing performance. We have to make sure to get qualified leads so it can give us a competitive advantage.

Improve customer satisfaction

Improve consumer satisfaction through their experiences on the website. For this the page must be well designed and have a good usability, which allows the visitor to find everything easily and in a very visual way.

Screen Shot 2017-10-31 at 13.37.53


The entire Lush website is organized and designed so conversions are not too obvious: it does not have flashy banners or either aggressive messages with certain actions.


The purchase is the most obvious and essential conversion considering that it is an e-Commerce. From here there appear a whole set of secondary conversions, but no less important.

Screen Shot 2017-10-31 at 17.29.59

Create an account

The page has an exclusive area for registered customers. Through this account the client can be benefited through the following areas: set a delivery address, add products to a wish list, make an order history and post comments and reviews.

Subscription to the Newsletter

Visitors can sign up for the newsletter in two ways: at the bottom of the page or in the customer area. Through the Newsletter, they will receive all the news of the brand, which creates a greater relationship between both.

Screen Shot 2017-10-31 at 17.55.05

Reviewing or classifying

Customers can leave comments about the products and rate them, even in some cases these comments can be published next to the products on the company’s page. This always generates greater credibility for potential customers.

Screen Shot 2017-10-31 at 17.29.25

Share social networks

The company has many profiles in almost all Social Networks and encourages the consumer to share and maintain conversations with them.

Check your related articles

The page does not have an exclusive table destined to a blog but it does have numerous articles and tutorials that can be found around the products.



LUSH COSMETICS: Customer definition

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:

Screen Shot 2017-10-11 at 15.15.24Demographic profile

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.

Psychographic profile

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.

Screen Shot 2017-10-11 at 15.16.14

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.