Ch. 17 - Advertising and Public Relations

One of Lush's many Facebook Pages

 Using the Internet as a Medium for Advertising -

Lush's Instagram

     As stated in several posts, previous to this one, Lush Cosmetics lacks a marketing department. This would undoubtedly stunt the growth and success of other companies, however Lush continues to prosper. Lush relies heavily on their faithful customers (who are gained through the use of relationship marketing) to spread word of Lush to their friends, family, and/or marketing class. Initially, I believed this was the only advertising Lush Cosmetics did, however Chapter 17 - "Advertising and Public Relations" proves the contrary. Lush does not produce commercials or create ads to be run in popular magazines, however the company does use the internet as a medium for the use of advertisement. Lush has several Facebook pages as well as profiles on Instagram. Despite the not having a marketing department, it makes sense for Lush to take part in social media websites seeing as it lets them stay in contact with their loyal customers which helps enhance the relationship they already have. It also will draw the attention of the loyal customers' Facebook friends and Instagram followers which can lead to potential new customers. This is similar to the real life "word of mouth" advertising that Lush relies on. It is through the use of social media that Lush Cosmetics can relate information on new products as well as their latest charitable endeavors and efforts towards social reform.
Advocacy Advertising -
     Unlike many companies whom solely support social issues and express their views on controversial matters to mitigate negative criticism and backlash, Lush genuinely wishes to change business practices for the better and supports political and social causes that they are passionate about. For instance, a legislation has been passed in Europe created by REACH (Registration, Evaluation, Authorization and Restriction of Chemicals). The legislation may be a noble effort to protect people from the 30,000 chemicals that are on the market, however its noble intentions are quickly negated due to the mandatory animal testing that comes with the legislation. Lush created a video and posted it to YouTube in response to the REACH legislation. It expresses it's concerns for the safety of animals and also appeals to Lush consumers to fight against the legislation by pointing out that their manufacturers may be forced to test on animals. This could lead to Lush removing certain chemicals from their products or forcing them abandon their cruelty free policy; both of which could potentially cripple Lush Cosmetics. Of course Lush's political involvement to revise this legislation helps them in the obvious sense (it helps prevents them from testing on animals), it also helps bring in customers. Consumers who are also in favor of Lush's political standpoint are more likely to become customers, thus all of their many advocacy efforts helps bring in profit.

Lush's REACH retaliation.

An article about REACH legislation featured in Lush Times: http://www.lushusa.com/Goodbye-to-Cruelty-Free-Cosmetics/about-animal-goodbye-cruelty,en_US,pg.html